We’ve looked into Apple’s most valuable product, the iPhone, to see how much the latest models cost and how many people in the UK own one of these smartphones. Since Apple does not publish its sales figures for the UK, we’ve looked into the price of each iPhone sold each year in the UK using readily available data on smartphone penetration rates. This type of insight is useful for those considering buying shares in Apple.
iPhone sales statistics UK: Highlights
An estimated 8.9 million iPhones were sold in the UK in 2024, around 24,000 a day.
As of April 2025, iOS holds around 38% of the total UK mobile market share.
232 million iPhones were sold worldwide in 2024.
A typical Brit needs to spend 3% of their average yearly income after tax to buy an iPhone 15.
There were more than 1.3 billion active iPhones worldwide in 2022.
The iPhone 12 was the most popular iPhone in the UK in Q3 2023, with a 46% approval rate.
Apple generated $201 billion (£151 billion) in revenue from iPhone sales in 2024.
There were more than 2 billion active Apple devices worldwide in 2023.
How many iPhones are sold in the UK each year?
An estimated 8.9 million iPhones were sold in the UK in 2024, which is around 24,000 sold every day. There were around 9.5 million iPhones sold in 2023 and a whopping 9.6 million iPhones sold in 2022.
It is estimated that 232 million iPhones were sold worldwide in 2024. This is down slightly from the estimated 242 million sold in 2021 but up from the 196.9 million sold in 2020.
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Apple generated just over $201 billion (over £151 billion) in revenue from iPhone sales in 2024. This is up slightly from 2023, when Apple generated $205 billion (£160 billion) in revenue from iPhone sales, but up from 2021, when iPhone revenue was approximately $200 billion (£150 billion).
Research shows that there were more than 1.4 billion active iPhones worldwide in 2024.
The number of iPhone users around the world has increased each year, going from around 10 million in 2008 to 1.4 billion in 2022, an impressive increase. Between 2023 and 2024, the number of active iPhone users increased by 1.59%.
According to the latest figures in December 2024, Apple has a 45% iOS market share, with almost all the rest of the market taken by Android. The iOS market share has been close to the 40% mark since 2020, with some monthly fluctuation as it typically increases in the months following a new iPhone release.
Methodology
We estimated the number of iPhones purchased per year by adding the number of new iPhone users to the number of existing iPhone users who would want an upgrade. This was estimated by:
Number of new iPhone users:
The number of new smartphone users each year was found by multiplying the UK smartphone penetration (from Statista) with that year’s UK population, as reported by the ONS, and subtracting from this the product of the smartphone penetration and the UK population of the previous year.
This was then multiplied by the average market share of the iPhone that year, according to Kantar. (n.b. Kantar’s data was updated monthly, which meant that we added each data set together to find this average).
Number of existing iPhone users upgrading that year:
The percentage of people upgrading to new iPhones every year was calculated from the results of a Strategy Analysis study.
This showed that the average consumer upgraded their smartphone every 33 months.
The number of iPhone users in a year, minus the number of new iPhone users, gives the number of pre-existing iPhone users. This was then divided by the average number of years (2.75 years) iPhone users take to upgrade, which gives the number of iPhone users upgrading that year.
Click here for more research. For all media enquiries, please contact –
Matt Mckenna
UK Head of Communications T: +44 20 8191 8806
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Danny is a publisher at Finder specialising in insurance and investing. He previously worked at the global insurer Aon and has appeared in national media giving advice on insurance. Danny holds a BA in International Business from the University of Plymouth and has undying loyalty to his average-poor football team, Portsmouth FC. See full bio
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Sophie Barber is a senior content marketing manager for Finder in the UK. She has over 5 years experience in writing and publishing clear, concise and informative articles that help consumers make informed decisions. See full bio
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