October 28, 2013

Analysis Ahead of Apple’s Earnings: Global iPhone 5s/c Adoption Data

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With Apple’s Q3 earnings being announced later today, we wanted to take stock of the current state of iPhone 5s and 5c adoption.

Much has been written about the head-to-head battle of the iPhone 5s and 5c including our own research from last week that showed that the iPhone 5c is starting to close the gap on its higher-end sibling. Today, the iPhone 5s and 5c now represent 3.8% and 1.7% of all active iPhones globally seen by Localytics. Meanwhile, the iPhone 5 remains the most popular iPhone with a nearly 40% share. 

iOS Phone Global Share

Global Trends

Japan has the highest concentration of active iPhone 5s and 5c relative to other iPhone models, representing nearly 10% of all active iPhones in that country followed by the U.S. with 6.4% (vs. a global average of 5.5%).

Localytics data percent active iphones

The Germans are the biggest fans of the high-end iPhone model, with the 5s holding almost a 9 to 1 edge over the 5c. Of the top 8 countries with the most new iPhones, the U.S. is actually the most iPhone 5c-friendly.

Relative share of iPhone 5s vs 5c

Methodology:

Localytics is the leading analytics and marketing platform for mobile and web apps across more than 1 billion devices, 20,000 apps and 5,000 customers. Localytics processes 50 billion data points monthly. For this report, we examined over 40 million unique iPhone devices and investigated the breakdowns by country (new iPhones against all visible iPhones) and weekly ratios of 5s/c each week for four weeks. The timeframe for this data is from when the iPhone 5s and 5c were first released on September 20th, 2013 until October 25th, 2013.

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  • canadabikeguy

    The numbers for the iPhone 5s seem very low. If the number of iPhone 5s units (in its launch month, where a lot of sales should occur) has only reached 9.5% of the quantity of iPhone 5 units (after a year of sales), this would seem to indicate that at best it is keeping up with the 5, but strikes me that it is under-performing the iPhone 5 in sales.

  • Hosni

    The iPhone 5c competes with the 5s, so that lowers the sales number for the 5s. Also, the 5s is rumored to be supply constrained so customers have either shifted to 5c or are in the 5s waiting line.

    If you want to compare iPhone 5s sales to iPhone 5 sales, compare both for the one month period following the launch. One month vs. whole year comparisons don’t make much sense for a product whose sales fluctuate greatly over the year.

  • canadabikeguy

    Yep, just like the 4s competed with the 5.

    OK, you give me the numbers for both for the first month and I’ll compare! It’s not available yet…talk about missing the point!

  • Markus Stenger

    I am really wondering that the market share of all iPhone 3GS or lower is sooo low.
    Or have they been left out?!

  • rafi

    Really interesting data. Any chance you guys have updated data for the first chart “Global iPhone Share”, except for just the United States only?

    Thanks!