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Apple Dominates Holiday Sales With Nearly 50% of All New Device Activations

Apple devices accounted for just under half of new mobile device activations during the holiday season, according to a new report released today by mobile analytics firm Flurry. 49.1 percent of all new devices activated were Apple devices, and while that number is slightly down from last year's 51.3 percent, Apple still dominated all other mobile device companies.

Samsung devices, for example, were responsible for 19.8 percent of all device activations, while Nokia devices made up 2 percent and Xiaomi devices made up 1.5 percent of all device activations.

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Larger-screened "phablets" like Apple's 5.5-inch iPhone 6s Plus were especially popular during the 2015 holiday season compared to prior years, representing 27 percent of new device activations. That's up from 4 percent in 2013 and 13 percent in 2014. Full-sized tablets have gone down in popularity, making up only 9 percent of new device activations in 2015.

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Medium-sized iPhones like the 4.7-inch iPhone 6 were still the most popular Apple devices over the holiday period at 65 percent, followed by full-sized tablets, phablets, and smaller tablets like the iPad mini. Comparatively, only 35 percent of Android devices activated were medium-sized smartphones, while 50 percent were phablets.

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Apple's phablet was introduced in September 2014, and in less than a year and a half has commanded 12% share of all Apple devices activated during Christmas week. This appears to be coming at the expense of medium phones and small tablets as more users opt for the size in between the iPhone and iPad Mini. You'll note we did not break out a "Large Tablet" category for the new iPad Pro. These are grouped into "Full-Size Tablets" and represented less than 1% of device activations.
As for app downloads, Christmas day saw customers downloading 2.2x as many apps as the average day in December across multiple platforms including the Apple App Store and Android's Google Play.

To gather its data, Flurry measured smart device activations and app downloads from the more than 780,000 apps it tracks. Data was collected from December 19 to December 25.



Top Rated Comments

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26 weeks ago
Remember: Apple is Doomed
Rating: 14 Votes
26 weeks ago
I admit I was one of them. Got myself an iPhone 6s Plus 64GB and abandoned Android.

Honestly the 6s Plus is a great phone. Once you have used big screened phones, you just cannot go back to a smaller one. Everything looks crammed on a smaller iPhone 6s and on the 6s plus there is a whole lot of room.
Rating: 14 Votes
26 weeks ago

"Larger screened "phablets" like Apple's 5.5-inch iPhone 6s Plus were especially popular during the 2015 holiday"...

...27% vs 54% for medium (or 'normal') sized phones. How does that make them "especially popular" ??


Compared to prior years.
Rating: 7 Votes
26 weeks ago

I admit I was one of them. Got myself an iPhone 6s Plus 64GB and abandoned Android.

Honestly the 6s Plus is a great phone. Once you have used big screened phones, you just cannot go back to a smaller one. Everything looks crammed on a smaller iPhone 6s and on the 6s plus there is a whole lot of room.


Well i've been using a 4.7" iPhone 6/6s since the day the 6 came out and I yearn to go back to a 4" iPhone 5s sized phone still - so you can't blanked statement everyone with that theory i'm afraid.
Rating: 6 Votes
26 weeks ago
The poor sales of smaller smartphones is probably the result of a lack of stock. Few companies make them anymore. And people looking to buy an iPhone probably wouldn't want a 5s that has less storage, memory and a slower processor than Apple's other offerings. The 5c had the same issues. If Apple sold a 4" iPhone that equaled their other offerings except in display size, then we'd be able to accurately judge whether people really want that form factor.
Rating: 6 Votes
26 weeks ago

I think what many of us would like is a small 5s-sized iPhone that can expand the display to 5" or 6" when necessary (like you sometimes see in science-fiction movies).


Or like the folding phone that Samsung keeps predicting each year that they'll put into limited production.

(I'll be first in line when they finally do!)



Rating: 6 Votes
26 weeks ago

Remember: Apple is Doomed


I didn't bought anything from Apple this Christmas!

(Listening to Apple Music through my Beats headphones, wirelessly connected to my Apple Watch Edition, with one eye on the Apple TV, playing a movie I bought from iTunes, another one on my iPad sketching with my Apple Pencil, over photos taken with my iPhone 6S, stored on iCloud. You know, a little pause, after all the hard work on my iMac 5K, developing Apps for the AppStores.

Can't wait until I can do all this in the future, in my very own autonomous Apple Car.)
Rating: 5 Votes
26 weeks ago

Apple is doing very well, however they are living on a one-hit wonder at the present time. Take away the iPhone and they'd be hurting.


Not really.

Sure... the iPhone is a big part of Apple's operation. But Apple's non-iPhone products would be billion-dollar businesses on their own.

Macs had $6.7 billion in revenue last quarter.
Services had $5.1 billion in revenue last quarter.
iPads had $4.1 billion in revenue last quarter.
Other had $3.0 billion in revenue last quarter.

And Apple also generates massive profit from these areas as well.

Most companies can only dream of numbers like these.
Rating: 5 Votes
26 weeks ago
I wonder how well the Apple Watch did this holiday season....


"tumbles weeds pass by......"
Rating: 5 Votes
26 weeks ago

Compared to prior years.


Maybe state that then? It doesn't read like that - it reads as "they were especially popular this year in general" and then goes on to point out that medium sized phones are still twice as popular...
Rating: 4 Votes

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