Earlier we looked at iPhone model sales, with emphasis on how a simplified lineup helped drive sales of the latest generation of iPhones. Also, we looked at the nine months for which these models have been available, rather than just a single quarter.
Now, we look at another measure of iPhone sales performance, US-WARP, again over the same nine-month period. US-WARP is one of the best metrics we have to understand iPhone sales. It’s the weighted average retail price of new iPhones sold in the US. US-WARP provides direct insight into Apple’s performance in its most important business segment.
Note, Apple stopped releasing Average Selling Price (ASP) for iPhones in 2018. Fortunately, CIRP had calculated the Weighted Average Retail Price of iPhones sold in the US (US-WARP) for more than five years at that time. The numbers moved similarly, though ASP was a global number and US-WARP is US only and does not take into account wholesale discounts that Apple may offer to different retailers.
In September 2025 Apple introduced the four new iPhone 17 models, including updates for the base, Pro, and Pro Max models, and the new iPhone 17 Air, replacing the Plus in the lineup. In March 2026 Apple also released the iPhone 17e, replacing the year-old iPhone 16e. Thus, the nine months from October 2025 through June 2026 reflects sales of all five current models. Two legacy models, the circa 2024 iPhone 16 and 16 Plus, were also sold new.
US-WARP is driven by model mix, the percentage of unit sales for each phone; the price of each model; and storage upgrades, which increase purchase prices by $100 or more. By looking at the entire nine-month period for which the iPhone 17 models were available, we can see how this streamlined model lineup compares to those in earlier periods.
In the October 2025-June 2026 period, US-WARP was $1,089 (Chart 1). In the previous four similar nine-month periods, US-WARP increased slowly but steadily, and actually dropped slightly from 2024 to 2025.
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