As I have argued in the past, I believe smartphones are hitting the peak in terms of sales growth and are starting to face the same problems the PC market is. Here’s a little bit of evidence that this is happening:
Apple launched the iPhone XR at 3 A.M. in the morning on Friday, and when morning came, nearly all of the models were still in stock, according to Macworld.
It’s a change for Apple, which usually requires customers to wake up in the early morning to put in a pre-order if they want the new iPhone on the first day. Lines outside Apple stores when the iPhone XS and iPhone XS Max went on sale were smaller than they were in years past.
These data points can be taken as a sign that perhaps an iPhone launch doesn’t generate as much buzz as it used to.
That’s what analysts from Citi concluded in a note distributed earlier this week, based on Google searches.
“We observed there are significant spikes for web searches after the launch event each year. We also see the momentum has been decreasing over time,” the analysts wrote.
“We believe this indicates the market has been maturing, and customers are getting less excited for each new generation of iPhone,” they continued. “We suspect this is because of a slowdown in innovation and the saturation of iPhone in the addressable market.”