Apple continues to gradually expand its direct iPhone sales to consumers, but most U.S. buyers still get their devices through carriers like Verizon, AT&T, and T-Mobile.
iPhone 15 Pro and iPhone 16 Pro
Mobile carriers including AT&T, Verizon, and T-Mobile accounted for 75% of iPhone sales in the U.S. as of late 2023, according to Consumer Intelligence Research Partners. Apple’s own retail stores and website made up 15%, with the remaining share held by big-box retailers like Best Buy and Target.
The balance has held steady for more than a decade. In 2015, carriers already claimed 75% of U.S. iPhone sales, while Apple’s share stood at 11%. Apple has crept up, but mostly gained share from third-party retailers, whose role in smartphone sales continues to shrink.
