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iPhone sales statistics
How popular is the iPhone in the UK?
While Apple doesn’t publish its sales figures for the UK, we’ve estimated the number of iPhones bought per year in the UK using readily available data on smartphone penetration rates. We’ve also looked into the iPhone’s market share, along with the amount of money spent. This type of insight is useful for those considering buying shares in Apple. Our full methodology and sources are at the end of this page.
How many iPhones have been sold each year?
iPhone sales were steadily increasing from 2011 to 2017, though sales have slowed in the last 2 years. In 2019, 7.1 million iPhones were sold, 300,000 fewer than in 2018 and 500,000 fewer than in 2017. Throughout this 8-year time frame from 2011 to 2019, more than 52 million iPhones have been bought.
|Year||Number of iPhones bought|
Release dates and prices
See the release details of each handset, from the iPhone 4s onwards. We have compiled an affordability ratio of the cost of the iPhone at launch relative to the median weekly full-time wage at the time in the UK. When the iPhone 4S was released, the affordability was 1.0.
As the price of the latest iPhone has changed each year, the affordability ratio has fluctuated. The least affordable iPhone since 2011 is the iPhone 11 Pro, costing 2.0x the weekly salary – perhaps unsurprising due to the eye-watering £1,149 price tag. Thankfully for those of us on a budget, Apple has been releasing two more affordable models, the SE and 5C, and perhaps something similar will become an option for the next model(s) coming in 2020.
|Model||Release date||UK price at release (GBP)||US price at release (USD)||Affordability of iPhone (weeks needed on median UK salary at launch to afford iPhone)|
|iPhone 6 Plus||19/09/2014||£619||$749||1.2|
|iPhone 6s Plus||25/09/2015||£619||$749||1.2|
|iPhone 7 Plus||16/09/2016||£719||$769||1.3|
|iPhone 8 Plus||22/09/2017||£799||$799||1.5|
|iPhone XS Max||21/09/2018||£1,099||$1,099||1.9|
|iPhone 11 Pro||20/09/2019||£1,049||$999||1.8|
|iPhone 11 Pro Max||20/09/2019||£1,149||$1,099||2.0|
How has Apple’s market share grown?
Apple’s market share was increasing year on year until 2016, where its growth stuttered slightly. In 2016 Apple held a 39.9% share of the smartphone market, but this fell to 36.9% in 2019. Apple’s market share had seen consistent growth from 2011–2016, but has still grown by 39.2% since 2011. Its share of the smartphone market was 26.5% in 2011 and stood at 36.9% in 2019, compared to 39% in 2018.
|US GDP and unemployment||Average iPhone market share|
Total spend on iPhones
Despite the number of iPhones purchased decreasing from 2017, the estimated total spend has remained constant at around £6.3 billion each year (2017–2019). This can be attributed to the fact that the new iPhones are more expensive than in previous years, with the average iPhone costing £949 in 2018 and £975 in 2019, compared to £830 in 2017. In total over £35 billion has been spent on iPhones in the UK since 2011.
|Year||Amount spent on iPhones|
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