Flurry: iPhone share of holiday activations steady at 44%

Samsung gained share in Flurry’s pre-Christmas survey, while the iPhone X trailed iPhones 6 and 7.

From Flurry Analytics’ blog:

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. While Samsung dominates global market share, they 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.

Below: 2017 and 2016 side-by-side.
Flurry iPhone activations

Click to enlarge.

More from Flurry:

Apple fanatics were given many gifts this year with the launch of the iPhone 8, iPhone 8 Plus and the commemorative iPhone X. In order to understand their impact on device adoption and holiday sales, Flurry broke down the top 10 Apple smartphone device activations for the week leading up to Christmas.

My take: It’s all relative, since Flurry doesn’t anchor its findings in hard numbers, but it’s pretty clear that Samsung is taking share from the also rans, and not from Apple..


  1. Fred Stein said:

    Keep an eye on Huawei, globally. Their gain is not a one time thing. It’s a trend. They’re invisible here in the US.

    December 28, 2017
  2. Adam Foster said:

    I imagine many of the older iPhone, etc. activations are devices being gifted to other friends, family and /or employees… I know thats where all mine go!

    December 29, 2017

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