On Friday, Apple released its much heralded iPhone X. Just like old times, throngs of Apple fans camped outside of their nearest Apple store to be one of the first to get their hands on the new device.
With a full weekend of sales behind us for the iPhone X, we took a look at our database to assess how user adoption rates for Apple’s newest device are faring so far. It is important to note that this data does not represent sales of the iPhone X, but measures users who have received their phones and have started using apps.
So far, it seems that Apple’s risk in introducing a much higher priced model (iPhone X devices are available for either $999 or $1,149) is paying off, as the iPhone X grabbed 0.93% of the overall market share for iPhones after the first weekend of sales.
The launch of the iPhone X brought back the fanfare and excitement associated with new device launches that was not really seen with the introduction of the iPhone 8 and 8 Plus. Additionally, consumers were able to preorder the X nearly a week before its official release, putting the device in more hands than just those who braved the long lines.
Most importantly, many of the top carriers introduced special promotions to encourage consumers to upgrade to the iPhone X without having to bear the brunt of paying full price. As Tim Cook recently said “I think it’s important to remember that a large number of people pay for the phone by month.” While Apple’s pricing may seem risky, the company clearly understands the value that consumers place on its increasingly powerful devices, as well as the market dynamics amongst carriers that make it possible for people to upgrade devices without breaking the bank.
Coming in at 0.93% of the total market share after the first weekend puts the iPhone X ahead of the 0.7% first weekend adoption for the iPhone 8 models, but still below the 2.3% market share that the iPhone 6 models grabbed back in 2014 and the 1.3% and 1.2% adoption experienced by the iPhone 6S and 7 models in 2015 and 2016.
While this may seem slightly concerning, it’s important to consider that there are significantly more iPhones in the market today than in 2014. While the iPhone 6 was a major upgrade at the time, it did not pack the punch that Apple has introduced with the iPhone X. If Apple’s prediction that the 2017 holiday quarter will be one of its best ever comes true, it’s likely we will see adoption of the X grab more of the overall market share than its predecessors did after the first months in the market.
The next few weeks pose a great test for Apple, as it will need to navigate ongoing production issues that have surrounded the iPhone X to ensure the company can keep up with demand. Additionally, as consumers get their hands on the devices and start using them, it will be make or break to see if the initial demand and excitement actually translates to happy customers.
Make sure to check back with us for future updates on adoption for the iPhone X as we gear up for what should be an exciting holiday shopping season.
Localytics is the leading mobile engagement platform across more than 2.7 billion devices and 37,000 mobile and web apps. Localytics processes 120 billion data points monthly. For this study, we examined over 70 million iOS devices globally. For the iPhone adoption data, we examined the relative percentage of iPhones in the first weekend after each device's release. The timeframe for the iPhone adoption data was Nov 3rd - Nov 5th at 2 pm ET.
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