Apple Wins the Holiday Season According to Flurry Analytics

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Photo Source: Flurry Analytics

Flurry Analytics, which according to their own estimates “is used by over 1 million apps and has insight into 2.1 billion devices worldwide,” has declared Apple the winner of the gift-giving season. Just like last year, Apple took 44% of smartphone activations during the week leading up to Christmas, significantly ahead of Samsung at 26%. Google, with their new Pixel 2 and Pixel 2 XL, is notably absent from this chart despite an uptick in their own activations over the holidays.

Photo Source: Flurry Analytics

As you can see from the chart above, the device breakdown of these Holiday activations doesn’t show what you might expect. The iPhone 7 being in first place isn’t that big of a surprise since it is a relative bargain and only a year old. However, the iPhone 6 in second place definitely stood out to me. That is because these are worldwide numbers and new and refurbished older models of iPhones are big sellers at lower prices in many locations overseas.

Photo Source: Flurry Analytics

This chart is interesting because it shows the significant impact of “phablets” on both the small phone and small tablet market. Apple was smart to roll out their Plus-sized iPhones when they did, as you can see the how larger phones have pretty much wiped out the small tablet category. This category ironically includes the iPad Mini, but we all know that Apple has no issues with canabalizing its own products.

Also of note is that, while they are a small percentage compared to smartphone sales, full-size tablets are holding steady at 8% of Holiday activations. Apple’s iPads are by far and away the best selling large tablets and that we know that Apple’s sales and profits from the iPad and iPad Pros have been up the last two quarters. These numbers show that the iPad’s desirability as a gift is relatively the same as in recent years, despite the uptick in overall sales.

No matter how old the model, or where in the world they are being sold, this level of popularity for the iPhone during the Holidays is nothing but good news for Apple. As we are inundated with fresh reports from anonymous sources that demand for the iPhone X may be slow and that sales may be less than first thought (despite the fact that this will be either the top or 2nd best Holiday quarter for device), Flurry’s data is a reminder that there are plenty of iPhones of all kinds being sold in market-leading numbers worldwide.


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