CIRP says that 11% of U.S. iPhone buyers purchased phones directly from Apple in 2015. That’s down from 16% two years ago. Meanwhile, purchases from carriers (AT&T, Verizon, Sprint, and T-Mobile) rose from 65% to 76% during the same time period. The remaining 13% of 2015 iPhones were purchased through third-party retailers like Best Buy, Target, and Walmart.
I’m sure Apple is happy with lots of companies selling its products. However, the iPhone maker makes more profit selling through its own stores, where it can promote, among other things, accessories, AppleCare, and the iPhone Upgrade Program.