Last week Consumer Intelligence Research Partners (CIRP) released an analysis of iPhone model sales in the September 2026 quarter. 

The quarter featured new iPhone 18 Pro and 18 Pro Max models, as well as retaining older models and seeing the launch of the iPhone Duo. These complications render comparison of average selling price a little tricky in the quarter. Nonetheless, US-WARP, the CIRP analogue to average selling price, continued to increase meaningfully.

The research group says US-WARP – the weighted average retail price of new iPhones sold in the quarter in the US, “is one of the best metrics we have to understand iPhone sales.” US-WARP is driven by model mix and provides direct insight into Apple’s performance in its most important business segment.

You should note that Apple stopped releasing Average Selling Price (ASP) for iPhones in 2018. Fortunately, CIRP had calculated the Weighted Average Retail Price of iPhones sold in the US (US-WARP) for more than five years at that time. The numbers moved similarly, though ASP was a global number and US-WARP is US only and does not take into account wholesale discounts that Apple may offer to different retailers.

In September 2026 Apple introduced two new iPhone models, the iPhone 18 Pro, and 18 Pro Max. It also announced the iPhone Duo, but sales of that super-premium offering didn’t begin until October. 

Apple also kept the previous iPhone 17 as the base model and iPhone 17e as the entry-level model, along with the iPhone Air and the two-year old iPhone 16.

US-WARP is driven by model mix, the percentage of unit sales for each phone, the price of each model, and storage upgrades, which increase purchase prices by $100 or more. In the most recent quarter, price increases across the board helped lift US-WARP. In past years, price increases were often accompanied by increased base storage, but that was the case for the recent price changes.

In the September 2026 quarter, US-WARP was $1,189, the highest quarter seen since CIRP started its survey of Apple customers. This is the second consecutive increase after two straight quarters of likely seasonal decrease, according to CIRP.

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Article provided with permission from AppleWorld.Today