In 2023, Apple secured its position as the world's leading smartphone seller, surpassing its competitor Samsung. The company achieved a total sales figure of 234.6 million units, with a significant portion attributed to the successful launch of the iPhone 15 series, which includes the iPhone 15 and iPhone 15 Plus. 

The iPhone 15 landed in Malta at the end of September 2023, just ahead of the festive season and in time for people to purchase the high-end product as a gift for their loved ones or themselves. This festive season, with a backdrop of a cost-of-living crisis where retail and food items in particular, together with services, continued to experience an increase in prices, this newsroom sought to understand whether the public were willing to spend less on their smartphones and electronics, or whether such items are deemed too essential.  

While specific sales data for the latest iPhone series has not been officially disclosed, insights from local iPhone retailers indicate strong performance in Malta. 

Scan, in particular, reported robust sales of the new iPhone 15 series, exceeding the figures of previous iPhone models. Despite this surge in sales, Scan observed a growing trend where customers are increasingly opting for monthly installment payment plans.

Similarly, Tablets and More noticed a preference for installment payments over outright purchases, despite experiencing lower demand compared to previous years. The company highlighted that customers seem willing to pay more as a final price through installment payments.

Tablets and More emphasized that, when comparing the latest iPhone series to previous models like the iPhone XS and 11 Pro Max, demand at the time was "double or triple."

Intercomp, another popular electronics retailer, echoed the trend of strong sales for the latest iPhone series, as well as across other phone brands. While acknowledging the impact of inflation, a representative of the retailer noted a general increase in phone sales irrespective of brand.

“We did not observe a shift towards cheaper models or brands. Most consumers are still willing to spend similar, if not a bit more, to invest in a new mobile phone,” explained Intercomp.

Despite changes in iPhone packaging strategies, iPhone accessories maintained their popularity among Apple users, resulting in consistent sales. Notably, shops experienced an uptick in iPhone chargers, as these are no longer included with smartphone purchases. Additionally, Scan reported that AirPods continue to be a sought-after accessory among their consumers.

It is worth mentioning that iPhones ceased including wired headphones and power adapters in the box as part of Apple's sustainability efforts, aiming to reduce waste. This move aligns with the increasing preference for wireless headphones among users. Furthermore, Apple discontinued shipping wall chargers in 2020 due to concerns about excess packaging.