How much did the iPhone X delay cost Apple?

From a Kantar report that landed in my inbox Tuesday:

The latest smartphone OS data from Kantar Worldpanel ComTech reveals that in the three months ending October 2017, iOS share fell in key markets, making clear the impact of the flagship iPhone X not being available to buy in the month of October…

“It was somewhat inevitable that Apple would see volume share fall once we had a full comparative month of sales taking into account the non-flagship iPhone 8 vs. the flagship iPhone 7 from 2016,” said Dominic Sunnebo, Global Business Unit Director for Kantar Worldpanel ComTech. “This decrease is significant and puts pressure on the iPhone X to perform. Considering the complete overhaul that the iPhone X offers, consumers may be postponing their purchase decisions until they can test the iPhone X and decide whether the higher price, compared to the iPhone 8, is worth the premium to them.”

“As of October 2017, 35.3% of Apple’s installed base customers across Europe and the USA 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. 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,” Sunnebo added.

My take: No harm, no foul.

Below: Kantar’s spreadsheet shows iOS share, by country, of smartphone sales in August, September and October. The U.S. (-7.6%) took the biggest hit. China (+0.5%) scored the biggest gains. Click to enlarge.

iPhone X delay kantar spreadsheet

 

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