Apple’s most profitable iPhone upgrade is quietly losing steam

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Fewer iPhone buyers are paying for extra storage, signaling a shift toward cloud reliance that could shake up one of Apple’s most profitable upsells.

Two iPhone 15 phones with dual cameras, one black and one white, placed side by side on a white surface with a blurred purple and pink background.

iPhone 15 models

Apple has long relied on iPhone storage upgrades as a revenue driver. The strategy is simple — offer a base storage option that’s “good enough” while enticing users with pricier upgrades.

But recent data suggests that fewer people are biting. According to a Consumer Intelligence Research Partners (CIRP) report, storage upgrades have dropped across the board for the latest iPhone models, signaling a shift in consumer behavior.

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