Apple’s flagship iPhone X continues to be the best-selling smartphone in urban China

The latest smartphone OS data from Kantar Worldpanel ComTech reveals that in the three months ending March 2018, competition within Android continued to intensify as Huawei and Xiaomi expanded their global presence. Meanwhile, Apple’s iOS share has held steady across the big five markets in Europe and the USA, in contrast to continuing growth in urban China.

The top three brands in the big five European markets, Samsung, Apple and Huawei, made up 71% of smartphone sales in the latest quarter, with newcomer Xiaomi in the fourth spot, with a 4.4% share.

In the USA, Apple and Samsung showed slight year-on-year share gains, up 0.1% and 1.4% respectively. Google’s Pixel phones hit their highest-ever quarterly sales share of 3.4%, up from 1.7% a year earlier.

In the USA and the European top five markets, iPhone 8 sold in marginally higher numbers than the flagship iPhone X, indicating that as early iPhone X demand is fulfilled the price difference between the two devices is playing a notable role in consumers’ choices. In urban China, iPhone X continues to be not only Apple’s top performing model but the best-selling model in the market, helping Apple share to increase strongly to 22.1%.

Smartphone OS Sales Share (%)
Kantar: Smartphone OS Sales Share (%)

Source: Kantar Worldpanel ComTech

MacDailyNews Take: Bu, bu, but iPhone X costs too much or something!

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Apple’s iPhone X isn’t selling well – or is it? – April 21, 2018
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Morgan Stanley: Apple stock may fall on ‘materially’ weaker iPhone sales – April 20, 2018
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Do iPhone X sales spell trouble for Apple? – January 30, 2018
Apple supplier says report of iPhone X production cuts was overstated – January 30, 2018
Another January, another misleading iPhone supply cuts story from Nikkei – January 29, 2018
Apple stock drops after Nikkei report of iPhone X production cut – January 29, 2018
Reports of Apple cutting iPhone X orders make no sense – January 2, 2018
Apple stock tumbles on one poorly-sourced report of low iPhone X demand – December 26, 2017
Apple and suppliers shares drop on report of weak iPhone X demand – December 26, 2017


  1. Apple’s report indicating that iPhone X has been the best selling iPhone every week since it first shipped is way more accurate than any info provided by third party reports. They are always way more accurate because they have the actual numbers.

    Also, apple doesn’t need the iPhone X to be its best selling phone. Even if it weren’t it would still add hugely to apples bottom line by lifting corporate margins and ASP.

    And, by splitting the top tier into two close tiers (iphone 8, 8+ versus iphone X) apple is apple to use more advanced tech such as OLED and FaceID, despite the inevitably limited supply numbers on newer technologies. Those supply limits and apples huge unit sales have often kept Apple from using some of those technologies.

  2. …but… but… but everyone hates the iPhone X notch because it’s insulting to human aesthetics. I’m surprised that even a single person on the planet bought an iPhone X. Who would pay $1000 just to be insulted by Apple? A notch on an iPhone X is certainly like putting lipstick on a pig or tail-fins on an automobile.

    What’s really shocking to human sensibility is that other companies are actually putting “the notch” on their smartphones and they don’t even need to. Of course, no one will buy those smartphones, either. Big notches or small notches simply can’t be tolerated by consumers.

    It doesn’t really matter now that the iPhone X has been officially declared a flop. Apple has failed yet again by making all the wrong choices. Apple is truly doomed.


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