According to a new survey by Consumer Intelligence Research Partners, Apple has improved the sales of iPhones in its stores over the past few months; about 25% of iPhones are purchased from an Apple Store.

Most iPhones in the US are still sold through carriers, AT&T responsible for 21% of sales and Verizon for 18%. Apple accounts for a total of 11% of all phone sales. As early as July, Tim Cook told employees he wanted to improve iPhone sales in Apple Stores with some promotional tactics.

While Apple has seen slight improvements in iPhone in-store sales, it remains an uphill battle for Apple with 250 stores in the United States, versus more than 10,000 third-party outlets offering iPhones.

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