US Insights

Apple iPhone X Drives OS Surge in China and Japan

Dominic Sunnebo

Global Consumer Insight Director, Kantar Worldpanel

Mobile 01.09.2018 / 11:00

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iPhone 8 and 8 Plus outsold the iPhone X in the US

The latest smartphone OS data from Kantar Worldpanel ComTech reveals a mixed performance for iOS in the three months ending November 2017.

Despite new handset releases including iPhone 8, iPhone 8 Plus and iPhone X, iOS share fell by 0.6 percentage points across the big five European markets to 23.9% and by 3.8 percentage points in the USA to 39.8%. In contrast, iOS performance in urban China continues to impress, gaining 4.6 percentage points over the same time period to give it a market share of almost 25%.

On the surface Apple’s share figures for the three months to November struggle to impress, but taking into account the staged releases of the new iPhone 8, iPhone 8 Plus and iPhone X there are some strong performances. In Great Britain, Apple achieved its highest share in more than three years in the month of November, taking it to 49.4% and easily regaining the number one sales position from Samsung. The iPhone X was the best-selling model in Great Britain in November, with a 14.4% share of sales, though as the most expensive mass-market smartphone currently available it remains to be seen how long it can maintain this momentum at its current price point of £999.

In the USA, iPhone X was outsold by iPhone 8 and iPhone 8 Plus in the month of November but did round off the top three best-selling models for the month, easily beating the top Samsung model, the Galaxy S8, which is in sixth position.

The iPhone X was the top selling smartphone in Japan in November, commanding an 18.2% share, closely followed by the iPhone 8 at 17.2% share. Meanwhile, in urban China, demand for the iPhone X has exceeded all expectations.

Apple is now back on form – iPhone X was the top selling model in urban China in November, with a market share of 6%. 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.

Source: Kantar Worldpanel

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