Apple iPhone again dominates activations during Christmas season

“2017 was another marquee year for smartphone sales and innovation with the introduction and evolution of manufacturers’ flagship devices, such as Apple’s iPhone X,” Chris Klotzbach and Lali Kesiraju blog for Flurry. “With more consumer options than ever before, Flurry took a look at the most gifted smartphones and tablets around the globe this holiday season, examining activations throughout the week leading up to Christmas day and the end of Chanukah. Flurry Analytics, part of Oath, is used by over 1M mobile apps and has insight into 2.1 billion devices worldwide.”

“Similar to last year, 44% of new phone and tablet activations were Apple devices,” Klotzbach and Kesiraju write. “[Samsung] fell short as the gift of choice during the holiday season, with only 26% of activated devices in the lead up to Christmas. Samsung’s activation rate is up 5% from the 2016 holiday season, which can likely be attributed to the 2017 introduction of the Galaxy S8 after the late 2016 recall of their malfunctioning Note devices.”

Flurry: Top device activations Christmas 2017

“Despite strong launches of the iPhone 8, 8 Plus, and X — which made up close to a third of all new activations this holiday season — Apple is still seeing significant sales from their older model smartphones. This is largely attributed to the affordability of the older models and availability in markets outside of the US,” Klotzbach and Kesiraju write. “iPhone 7 and 6 take the top two spots with the X coming in a close third.”

Flurry: Apple device activations Christmas 2017

“The prominence of the iPhone 6 is particularly interesting, as Apple only relaunched that model to resellers in select international markets in the spring of 2017,” Klotzbach and Kesiraju write. “It’s apparent that the consumer concern for cost is still significant, as the iPhone 6 is often marketed as the most affordable option in the regions where it is available.”

Source: Flurry

MacDailyNews Take: Dominance.



  1. Sure, that’s why Apple’s stock is solidly down for the holiday season. Someone managed to fill Apple shareholder’s stockings with ugly lumps of coal. However, it’s Happy New Year for the FANG stocks. Apparently, every product related to Alexa crushed any product related to Siri. At least that’s what I’ve been hearing being blasted all over the news in NYC.

    How quickly iPhone X turned into a sales flop as though the “supercycle” was the figment of some Apple fanboy’s overactive imagination. Those graphs look nice but the current manure that’s being spread around doesn’t look anything like them. Not even close.

    1. Yeah right man…the sky is falling for sure. If that’s coal in my stocking I wish I had a lot more. I don’t care what the day traders think- I’m in long and my only mistake was not buying more AAPL when it was cheap. Lets see the graph of profit share for the holiday season. I bet its 90% Apple…

  2. Congratulations on iPhones having a large chunk of activations attributed to a single OEM.

    Just a pinch of salt to keep it grounded. Assuming the other displayed OEMs are Android devices, iOS trails by 1%. Assuming the lion’s share of the unaccounted 11% of device activations tracked by Flurry are also (Google) Android widens the gap. We might also infer that 100% of iOS device activations are tracked by Flurry vs only a fraction of Android devices outside of the Google Android camp. (e.g. Chinese and Indian indie brands)

  3. Arguing over month to month “increases”, “activations” and such is just a game to get people to read bullcrap articles to keep the ad click revenue up.

    It doesn’t take a genius to see year to year increases & decreases which level out the blips in monthly and seasonal variances.

    MDN ought to quit reporting this crap.

  4. If these numbers are accurate it should be worrisome to Apple that the flagship phone is in third place behind multi year old iPhones that should be a big red flag to Apple that they push their limit to far and what they can charge for their device. This is the time of year the flagship should’ve sold, by far, much greater than the others

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