“The iPhone 12 was Apple’s most successful device launch to date, and drove Apple to a record [European] share high of 30% in Q4 2020.”
Apple may have declined slightly in 2020, but this doesn’t tell the full story. The decision to delay the launch of the iPhone 12 appears to have paid off, for two reasons. First, it gave the iPhone 11 and iPhone SE the opportunity to demonstrate remarkable longevity, selling continuously well in many markets throughout the year. And second, it built up demand for the new device which, when finally launched in October, sold spectacularly. In fact, the iPhone 12 was Apple’s most successful device launch to date, and drove Apple to a record share high of 30% in Q4 2020.
Cue the chart:
My take: Two continents down, five to go.