Analysts See iPhone X Pricing As a ‘Wise Move’ For Apple Following Marketshare Gains


After tracking marketshare gains for the iPhone in a number of key markets across Europe, China, Australia & Japan, analysts at Kantar Worldpanel see the premium pricing of the iPhone X as a ‘wise move’ for the tech giant. Kantar’s Global Director Dominic Sunnebo said that Apple’s decision to stagger the releases of the iPhone 8 series and iPhone X proved to be a “sound” strategy (via AppleInsider).

“With Apple’s existing release structure, expectations would always be that the flagship model would be the top selling device in key developed markets, but with the premium price of iPhone X, real life affordability has come into play,” Sunnebo said. “Given that in December iPhone X made it into the top three best-selling devices across all key regions, particularly in urban China where it was the top selling model, the pricing strategy seems to have been vindicated.”

According to the latest data from Kantar, iOS marketshare surged 10.1 percent year over year in China in the three months ending in December. Gains were also seen in Germany (2.5%), Australia (1.2%), Japan (0.5%), and Spain (0.5%). Specifically, Kantar found that the iPhone X was among the top three best selling devices in the month of December across Europe, in urban China, Japan, Australia, and the U.S.

The research firm also found that iOS loyalty reached a nw high in America, where 96 percent of iPhone owners who changed devices bought another model from Apple.

While Kantar highlighted a strong performance by iOS across most markets, its marketshare did go down by 2.4% in the U.K., 0.7% in Italy, 0.5% in the U.S., and 0.4% in France.