On February 1st, analyst Guo Mingchi released a report stating that Apple Intelligence did not provide much help to iPhone sales. According to its industry survey, the overall shipment volume of iPhone 4Q24 declined by about 5.8%, but iPhone revenue only declined by 0.8% year-on-year in 4Q24, due to further improvement in the product shipment mix of iPhone in 4Q24. In terms of the overall shipment volume of the new Pro series models, it has significantly increased from 54% in 4Q23 to 61%. In addition, users who purchase the Pro series have a high probability of paying a premium to buy a higher storage version, so the Pro series contributes significantly to the average unit price. However, the proportion of Pro models cannot continue to increase indefinitely, and the decline in iPhone revenue in Q12025 financial report is a warning sign. If Apple does not adjust its iPhone product and sales strategy, following this trend, it will see a mid single digit year-on-year decline in iPhone revenue in 2026.
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