Fun with Data – Christmas at Apple
Apple (AAPL) has significant brand strength, especially in the US, so it is not surprising that a snapshot of new smartphone activations on Christmas Day would be heavily weighted toward Apple, but the data, collected by Flurry Analytics whose code is in over one million mobile applications, shows that 9 out of 10 smartphone activations made in the US on Christmas Day were iPhone models, far above last year’s 43% for Apple during the 2019 Christmas to New Year period, although Apple still held 9 of the top 10 positions on Christmas Day 2019.
That said, this year there were 23% less smartphone activations than last year and it seems the trend was more toward lower priced models as COVID-19 depressed economic prospects for new smartphone buyers and gift givers. The table below shows the most popular models in order of activations on Christmas Day. Missing from the list this year is the iPhone Mini, which has not been selling as well as expected. We expect due to the small screen size (5.4”) compared to the iPhone 12 (6.1”), with only a difference of $100 in the base price. While this hurts the iPhone Mini, the iPhone 12 at $799 seems to have hit the mark with consumers as it has already become the best-selling 5G smartphone and will likely surpass the older iPhones in terms of rank within a short time.
That said, this year there were 23% less smartphone activations than last year and it seems the trend was more toward lower priced models as COVID-19 depressed economic prospects for new smartphone buyers and gift givers. The table below shows the most popular models in order of activations on Christmas Day. Missing from the list this year is the iPhone Mini, which has not been selling as well as expected. We expect due to the small screen size (5.4”) compared to the iPhone 12 (6.1”), with only a difference of $100 in the base price. While this hurts the iPhone Mini, the iPhone 12 at $799 seems to have hit the mark with consumers as it has already become the best-selling 5G smartphone and will likely surpass the older iPhones in terms of rank within a short time.
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