Published: Wed, December 06, 2017
Science | By Hubert Green

Late-Arriving iPhone X Costs Apple Market Share

Apple's drop in market share was good news for Android OEMs, with Google's OS increasing its majority share by 10.4 per cent to 64.9 per cent during the three month period.

"Samsung's performance in China continues to deteriorate, with its share now down to just 2.2% of that market", Kantar noted.

What Apple may have not been prepared for is a drastic hit of 7.6 percentage points in the USA, 6.9 in Japan, and a whopping 8.5 percent in Great Britain.

Data from Kantar shows that Apple's share fell by 7.6 percentage points in the US during the October quarter, compared to the same period previous year.

Apple's (NASDAQ:AAPL) iPhone market share declined in the three months leading up to the iPhone X release, according to Kantar data.

Apple launched the iPhone X in the beginning of November, instead of in September when it launched the iPhone 8 and iPhone 8 Plus.

"As of October 2017, 35.3% of Apple's installed base customers across Europe and the US had owned their iPhones for more than two years - up from 30.1% a year earlier and signifying considerable pent-up demand within Apple's base". Share rose 0.5% in China and 4.4% in Spain.

These gains were felt across the globe, with Android claiming 82.3 per cent of the market in China, 83.2 per cent in Germany and 85 per cent in Italy. Unfortunately, buyers were anticipating a larger than usual price tag so they made a decision to hold off on their purchases until the iPhone X was available to buy. In pure value terms, it is likely the iPhone X average selling price will more than make up for a dip in sales of older iPhone models.

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