The iPhone X was officially released on November 3, 2017. Nearly three months later, about 5% of iPhone users are on Apple’s highest-end smartphone, according to recent research from Pixalate.
When looking at just the iOS ecosystem, iPhone X has seen steady growth in its first three months of existence. According to Pixalate's research, the device went from having no iOS device market share when it launched (obviously) to about 5% of the U.S. iOS market share within three months.
About 1-in-20 Apple smartphone users are sporting the iPhone X today, per Pixalate's research. That figure has seen steady week-over-week growth since launch, although the growth did taper off in mid-January after the holiday rush.
Here is a chart depicting the iPhone X iOS market share growth week-over-week since launch (in the U.S.).
What is the above chart showing?
This chart depicts the week-over-week market share growth of the iPhone X within the United States among all iOS devices.
Example: Pretend there are 100 total iPhones in the U.S. during Week 1, and two of them are iPhone Xs. And then in Week 2, three of them are iPhone Xs. In this example, the iPhone X saw its market share increase 50% week-over-week (from 2% to 3%).
What are the takeaways?
It’s no surprise to see the largest market share growth figures happen when the device first launched. Since it’s growing from nothing, the percentages are bound to be larger at the beginning.
But the fact that the iPhone X has fallen to the low single digits in terms of market share growth week-over-week indicates that the device might not rise too much higher in terms of overall market share (which currently sits just below 5%).
Above is a chart depicting the iPhone X’s week-over-week global* market share (*based on the 13 countries studied — see methodology below) compared to all other iPhone models.
According to Pixalate's latest data, the iPhone X accounted for about 4.6% of the global iOS market share — slightly under the U.S. figure of 5%.
Key takeaway: iPhone X growth is primarily coming at the expense of all iPhone 5 models and the combination of iPhone 6, 7, and 8 models, according to Pixalate's data.
Pixalate’s data reveals that, of the countries studied, the iPhone X is most popular in Singapore and the United Arab Emirates, at just under 8% of the iOS market share in those countries.
Pixalate examined smartphone data from 13 countries to conduct this research, including Australia, Canada, France, Germany, Japan, Mexico, Singapore, Spain, Sweden, Switzerland, United Arab Emirates, United Kingdom, and the United States. China was not included.
The data contained in this blog post represents ad impressions served to each specific device, inclusive of mobile web impressions and in-app impressions, unless otherwise stated, as identified by Pixalate’s measurement script. Pixalate measured over 10 billion total ad impressions for this study, including over 4 billion iPhone ad impressions and over 100 million iPhone X ad impressions.
The data was collected from November 3, 2017, through January 12, 2018.
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Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”