Date Event Total Sales Nov. 1, 2018 Apple announces it will

stop reporting iPhone sales figures Nov. 1, 2018 2.2 billion Oct. 26, 2018 iPhone XR released Sept. 21, 2018 iPhone XS and XS Max released May 1, 2018 2.12 billion Nov. 3, 2017 iPhone X released Nov. 2, 2017 2 billion Sept. 22, 2017 iPhone 8 & 8 Plus released March 2017 1.16 billion Sept. 16, 2016 iPhone 7 & 7 Plus released July 27, 2016 1 billion March 31, 2016 iPhone SE released Sept. 9, 2015 iPhone 6S & 6S Plus announced Oct. 2015 773.8 million March 2015 700 million Oct. 2014 551.3 million Sept. 9, 2014 iPhone 6 & 6 Plus announced June 2014 500 million Jan. 2014 472.3 million Nov. 2013 421 million Sept. 20, 2013 iPhone 5S & 5C released Jan. 2013 319 million Sept. 21, 2012 iPhone 5 released Jan. 2012 319 million Oct. 11, 2011 iPhone 4S released March 2011 108 million Jan. 2011 90 million Oct. 2010 59.7 million June 24, 2010 iPhone 4 released April 2010 50 million Jan. 2010 42.4 million Oct. 2009 26.4 million June 19, 2009 iPhone 3GS released Jan. 2009 17.3 million July 2008 iPhone 3G released Jan. 2008 3.7 million June 2007 Original iPhone released

Has Apple Hit Peak iPhone?

Despite the iPhone's terrific success over the last decade, its growth seems to be slowing. This has led some observers to suggest that we've reached "peak iPhone," meaning that the iPhone has achieved its maximum market size and will shrink from here.

Needless to say, Apple doesn't believe that (or, at least, doesn't want to believe it). To prevent the phone's sales from stagnating, the company has made a number of strategic moves with its products.

First, it released the iPhone SE, with its 4-inch screen, to expand the iPhone's market share. Apple found that a large number of its current users haven't upgraded to the larger iPhone models and that in the developing world 4-inch phones are particularly popular. In order for Apple to keep growing the size of the iPhone market, it needs to win over larger numbers of users in developing countries like India and China. The SE, with its smaller screen and lower price, was designed to do that.

Additionally, the company has pushed the high end of the iPhone line even higher, with new innovations like the Face ID facial recognition system and nearly edge-to-edge screen, both of which were introduced on the iPhone X and were later improved with the iPhone XS and XR.

Those moves haven't proved to be enough, though, and iPhone sales are starting to slide. In fact, CEO Tim Cook issued a statement in early 2019 that iPhone sales were lower than the company had expected.

The causes of this sales dip are complex and include tariffs on goods manufactured in China (like the iPhone) that are out of Apple's control, but many observers are concerned that the decade of runaway iPhone sales is coming to an end.