iPhone sales statistics

How popular is the iPhone in the UK?

Updated

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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
2011 3,200,000
2012 3,800,000
2013 4,500,000
2014 5,300,000
2015 6,400,000
2016 7,300,000
2017 7,500,000
2018 7,400,000
2019 7,100,000

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 4s 14/10/2011 £499 $649 1.0
iPhone 5 21/09/2012 £529 $649 1.0
iPhone 5c 20/09/2013 £469 $549 0.9
iPhone 5s 20/09/2013 £549 $649 1.1
iPhone 6 19/09/2014 £539 $649 1.0
iPhone 6 Plus 19/09/2014 £619 $749 1.2
iPhone 6s 25/09/2015 £539 $649 1.0
iPhone 6s Plus 25/09/2015 £619 $749 1.2
iPhone 7 16/09/2016 £599 $649 1.1
iPhone 7 Plus 16/09/2016 £719 $769 1.3
iPhone 8 22/09/2017 £699 $699 1.3
iPhone 8 Plus 22/09/2017 £799 $799 1.5
iPhone SE 31/03/2016 £359 $399 0.7
iPhone X 03/11/2017 £999 $999 1.8
iPhone XS 21/09/2018 £999 $999 1.8
iPhone XS Max 21/09/2018 £1,099 $1,099 1.9
iPhone XR 26/10/2018 £749 $749 1.3
iPhone 11 20/09/2019 £729 $699 1.2
iPhone 11 Pro 20/09/2019 £1,049 $999 1.8
iPhone 11 Pro Max 20/09/2019 £1,149 $1,099 2.0

52.5 million

estimated iPhones bought in the UK 2011–2019.

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
2011 26.50%
2012 28.00%
2013 29.10%
2014 32.70%
2015 37.00%
2016 39.90%
2017 39.00%
2018 38.99%
2019 36.92%

39.2% increase

in the iPhone’s market share since 2011.

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
2011 1,596,800,000
2012 2,010,200,000
2013 2,290,500,000
2014 3,068,700,000
2015 3,705,600,000
2016 4,080,700,000
2017 6,323,200,000
2018 6,263,400,000
2019 6,337,500,000

£35.7 billion

spent on iPhones 2011–2019.

iPhone stats 2011–2019

Year Average iPhone market share UK smartphone penetration Approximate number of iPhones purchased Amount spent on iPhones
2011 26.50% 34.30% 3.2 million £1.6 billion
2012 28.00% 41.70% 3.8 million £2.0 billion
2013 29.10% 48.40% 4.5 million £2.3 billion
2014 32.66% 53.70% 5.3 million £3.1 billion
2015 37.00% 58.20% 6.4 million £3.7 billion
2016 39.88% 62.20% 7.3 million £4.1 billion
2017 38.99% 65.80% 7.6 million £6.3 billion
2018 38.99% 73.12% 6.6 million £6.3 billion
2019 36.92% 75.40% 6.5 million £6.3 billion

Methodology

  • Statista
  • Gallup
  • Finder.com/uk
  • Statista

Click here for more research. For all media enquiries, please contact

Matt Mckenna
Head of UK communications
T: +44 20 8191 8806
matt.mckenna@finder.com@MichHutchison/in/matthewmckenna2

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