Apple UK sales share soars to 39.5pc off back of iPhone 6 sales


Latest data from Kantar shows manufacturer’s smartphone sales share is the highest it has ever bee, ¬†up 10.4 per cent over the past 12 months, with the iPhone 6 outselling the 6 Plus by a 4:1 ratio

Apple’s UK smartphone sales share has soared by 1o.4 per cent over the past year to 39.5 per cent – its highest ever level – thanks to strong sales of the iPhone 6.

This is according to figures from Kantar Worldpanel ComTech for the three months ending October 31, which revealed its share had also jumped from 31 per cent at the end of September.

The iPhone 6 (pictured) and iPhone 6 Plus went on sale in the UK from September 19, with Apple reporting three days later that 10 million iPhones had been sold during the opening weekend, breaking its previous best of nine million.

Almost a third (31 per cent) of iPhone 6 sales in the UK were sold directly through Apple’s retail offer, with the smartphone outselling its bigger brother the 6 Plus by a 4:1 ratio.

Most of the sales have been driven by loyal Apple users. Some 86 per cent upgraded from an older iPhone model, with only five per cent switching from Samsung.

Just over a third (34 per cent) of iPhone 6 purchases were from 16-24 year olds, with males being toe dominant gender (64 per cent). The top reasons for shoppers choosing the iPhone 6 were 4G capability (51 per cent), screen size (49 per cent) and design (45 per cent).

However, the sales share for both the Android and Windows Phone operating systems have suffered as a result of Apple’s recent surge.

Android’s share has fallen 2.6 per cent year-on-year and 5.9 per cent from the previous three month period to 52.3 per cent, while Windows Phone has seen its share drop 4.3 per cent and 1.9 per cent respectively.


Kantar strategic insight director Dominic Sunnebo said: “Apple has experienced a huge jump in sales across almost all major markets, thanks to the launch of the iPhone 6.

“In major European economies, the US and Australia, Apple’s share of sales has risen. The success is particularly evident in Great Britain, where Apple now has its highest ever share of sales with 39.5 per cent.”