Data Shows Apple Earned the Holiday Crown for Most Smartphone and Tablet Activations


With the holidays winding down (some folks are still on vacation until 2018 rolls around, after all), data analytics company Flurry has shared their data to give a look at which company came out on top this holiday season.

The company’s data shows that Apple earned the holiday crown this year, earning 44 percent in the device activation category for smartphones and tablets. Flurry’s data covers the week of December 19, 2017 through December 25, 2017. In second place, unsurprisingly, is Samsung, with 26% of device activations. Huawei made the third spot with 5%, Xiaomi in fourth with 3 percent, and Motorola, LG, and OPPO earning 3% as well. Flurry’s data shows Vivo earned 2% of device activations.

Flurry says this year was another popular one for device activations, spurred by new devices like the iPhone X, Galaxy S8, and others:

“2017 was another marquee year for smartphone sales and innovation with the introduction and evolution of manufacturers’ flagship devices, such as Apple’s iPhone X, Google’s Pixel 2, and Samsung’s Galaxy S8. With more consumer options than ever before, Flurry took a look at the most gifted smartphones and tablets around the globe this holiday season, examining activations throughout the week leading up to Christmas day and the end of Chanukah.”

Flurry has a good breakdown of the activations it tracked, and it even goes into some detail on Apple’s devices that were switched on during the recorded week. Interestingly enough, older devices saw plenty of attention this year, but the iPhone X was certainly no slouch. The most activated handset was the iPhone 7 at 15.1%, with the iPhone 6 coming in second place with 14.9% of the total. The iPhone X saw 14.7 percent of Apple’s total activations.

Meanwhile, the iPhone 8 saw only 8.1% of the total activations, and the iPhone 8 Plus a slightly better percentage of 8.7 of total activations.

“Despite strong launches of the iPhone 8, 8 Plus, and X — which made up close to a third of all new activations this holiday season — Apple is still seeing significant sales from their older model smartphones. This is largely attributed to the affordability of the older models and availability in markets outside of the US. iPhone 7 and 6 take the top two spots with the X coming in a close third.”

The full breakdown is definitely worth checking out, which you can do through the source link below.

Our Take

Apple still manages to hold onto its lead in holiday activations, with a dominating percentage over the competition. While the iPhone X is in third place according to the data, Flurry points out that it’s the price points of the company’s older phones that sees them top the list of activations, which is an interesting detail.Apple hasn’t been keen to launch a “cheap” iPhone — even the iPhone SE was pretty expensive.

One has to wonder if Apple had priced the iPhone 8/8 Plus more aggressively (and left the iPhone X to hold the premiere top price point), if it would have done better. More than that, though, people appear ready to buy even older Apple products to address the price issue — this looks like a market that Apple could run away with if they were willing to drop a new phone into the category, and not just wait for older phones to fill the gap.

[via Flurry]

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