If you were planning to buy an iPhone 14, where would you shop? Depending on where you are in the world your answer might vary, but in the US at least, the answer is increasingly not through Apple’s own stores. That’s according to a report from CIRP (opens in new tab) (Consumer Intelligence Research Partners LLC), via The Verge (opens in new tab), which found that only around 24% of US iPhone buyers are shopping directly with Apple. 67% meanwhile are buying their iPhones through carriers – so primarily AT&T, T-Mobile, and Verizon.
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