Stellar iPhone X Sales Reported in Japan, China, and Britain

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The latest data from Kantar Worldpanel reveals that the global iOS market share declined by 3.8 percent to 39.8 percent in the United States for the period ending November 2017 despite the launch of the iPhone X and iPhone 8. However, one must keep in mind that the launch of the handsets was staggered, with the iPhone X being available in short supply.

More importantly, the iPhone X went up for pre-order in late October and was released in early November, with its availability being heavily limited in the initial few weeks. Thus, the report does not paint an accurate picture of the full impact the iPhone X sales have had on iOS’ market share.

In five of the major European markets, iOS market share declined by 0.6 percent to 23.9 percent. However, in China, iOS market share increase by 4.6 percent to nearly 25 percent. In Great Britain, iPhones managed to achieve a market share of 49.4 percent — their highest market share in over three years. The iPhone X played a key role here as it was the best-selling model in the region and accounted for 14.4 percent share of the total sales. This is impressive when one considers the high price tag of the handset which puts it out of the reach of many.

“Apple is now back on form – the iPhone X was the top selling model in urban China in November, with a market share of 6.0%. Unlike in Europe and the US, where the vast majority of new early iPhone X sales came from existing Apple smartphone owners, in urban China there are significant numbers of Huawei, Xiaomi and Samsung customers switching to the new iPhone models, which they deem a cut above the rest.”

In the United States, however, the iPhone 8 and iPhone 8 Plus outsold the iPhone X. But then, the three iPhones were the top three smartphones in terms of sales in the region. In Japan, the iPhone X was the highest selling smartphone with an 18.2 percent share. It was closely followed by the iPhone 8 at 17.2 percent.

Our Take

It is impressive to see the iPhone X doing so well and topping the sales chart in many countries despite its exorbitant price tag. However, it will be interesting to see if the handset is able to maintain a similar momentum a few months after its release. The strong performance of the iPhone X in China would have also led Apple to breathe a sigh of relief. The Cupertino company faces tough competition from local OEMs in China and has been constantly losing market share to them in recent quarters.

[Via Kantar World Panel]

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