The Decline in iPhone Sales

The iPhone has long been synonymous with innovation, quality, and even a symbol of status for many. However, in recent years, particularly in Pakistan, iPhone sales have experienced a sharp decline. There are several key reasons behind this dramatic drop in sales. In this article, we’ll explore these factors and delve into the data illustrating the sales trends of iPhones in the last three years.

As the graph clearly demonstrates, iPhone sales in Pakistan took a significant hit starting in January 2022. The iPhone 12 enjoyed a strong start, and the iPhone 13 also performed well in its initial months. However, after this period, sales steadily decreased. Notably, the iPhone 14, launched in September 2022, has seen considerably lower sales compared to its predecessors. Let’s delve into the factors contributing to this decline.

Incremental Design and Performance Updates

Apple introduced a major design change with the iPhone 11 Pro models, featuring a triple camera setup on the rear. However, since then, we’ve witnessed incremental updates in both design and performance. Features like the Dynamic Island can’t be viewed as cutting-edge, and the introduction of new bionic chipsets, while improving performance significantly, may not be a compelling reason for the average user, as even the older A12 or A13 chips handle the latest apps and games with ease.

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High Taxes on iPhones in Pakistan

Perhaps the most shocking revelation is the staggering increase in taxes imposed on iPhones in Pakistan. In December 2021, the iPhone 13 and iPhone 12 models were subjected to a tax ranging from PKR 36,800 to PKR 40,500. Over the past few years, these taxes have soared, reaching around PKR 175,000. Such a substantial tax hike directly affects the affordability of iPhones for Pakistani consumers, resulting in reduced demand and a search for more budget-friendly alternatives.

Impact on Consumer Behavior

The significant tax increase is likely to prompt a shift in consumer behavior. Individuals who may have previously considered purchasing an iPhone may now explore other brands or models not subject to such high taxation.

Parallel Imports and Black Market

High taxes often create opportunities for parallel imports and the growth of a black market for iPhones. Some consumers may resort to buying iPhones through unofficial channels or from overseas to avoid the high taxes, further impacting official sales in the country.

Lack of Official Apple Stores

Another factor contributing to the decline in iPhone sales in Pakistan is the absence of official Apple stores. While there are collection points and distributors, an official store could have a substantial impact on sales. Additionally, users often need to navigate the open market for Apple accessories, making the overall purchase process less convenient.


Inflation is another significant reason behind the drop in iPhone sales. As the cost of iPhones has risen due to the increasing value of the USD and higher taxation, consumers’ purchasing power has diminished. This has led to a shift in preferences towards more budget-friendly smartphones. Inflation not only affects individual purchasing decisions but also has broader economic implications for vendors.

These are some of the major factors contributing to the decline in iPhone sales in Pakistan. If you have any insights to add or questions regarding this article, please feel free to share them in the comment section.


The decline in iPhone sales in Pakistan is a complex issue driven by various factors, including high taxes, inflation, and the lack of official Apple stores. Understanding these challenges is crucial for both consumers and the tech industry.


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