Young people still like iPhones, but not the 16

You might think that a young audience is an easy target for a company like Apple which can count on its brand image to close many sales. Although having an iPhone is still a prerequisite in American playgrounds, fewer and fewer teenagers want the latest model for Christmas.

In a new survey, the Piper Sandler Institute estimates that22 %of young people surveyed want to buy an iPhone 16 before the end of the year. This is a slightly lower figure compared to last year. At the same time, 23% of young people wanted an iPhone 15 under their tree.This figure was 24% in fall 2022.

The study also estimates that the vast majority of adolescents use an iPhone that is three generations old. Among Apple's youngest customers, the average tends more towardsl’iPhone 13. Some privileged people have the right to the iPhone 14 or the iPhone 15, but they are not representative of their age population.

AirPods: the favorite of the youngest

Fortunately for Apple's balance sheet, this slight drop in demand for the iPhone is offset by its accessories. THEAirPodsare still popular.70 %of those interviewed have them. One in 4 young people say they will buy new AirPods before spring 2025.

On the side ofApple Watch, connected watches are much less popular. They fit the wristof one in three young people. It's about the same numbers when it comes to the iPad. Apple's tablet is very popular in the United States, notably thanks to partnerships between Apple and the US Department of Education.

Finally, services are starting to arrive in this study. We know that Apple is banking heavily on these subscriptions and online solutions to continue to generate profit once iPhone sales stagnate. For nowApple Musicremains the reference service for young people. 28% of them say they have their own subscription.

Apple TV+ comes in second, but far behind. The Apple brand's streaming service is only used by 1% of those questioned during this study. It's even worse for Apple Arcade which does not appear in the survey results.