Strong sales of the iPhone 6 have helped Apple to achieve its biggest ever share of the UK smartphone market.
According to analyst house Kantar Worldpanel ComTech, the launch of the iPhone 6 in October fuelled a 10.4 percent increase in Apple's UK market share for Q3.
Apple now holds 39.5 percent of the market - the highest share it has ever had in the UK.
Kantar's data indicated that the larger screen, 4G capability and sleek design were the key reasons UK consumers purchased the iPhone 6. Early adopters of the new smartphone were typically aged between 16 and 24 with the majority of them male.
Dominic Sunnebo, global strategic insight director at Kantar, told V3 that Apple’s market share growth in the UK is unsurprising as demand for a larger iPhone was high.
“The UK has always been Apple’s strongest market within Europe anyway, so as an overall share number it is no surprise that the UK is the largest. I think a lot of the bounce in share is essentially caused by pent-up demand for a larger iPhone,” he said.
Sunnebo added that Apple’s sales success has been driven mostly by existing customers looking to upgrade their current handsets rather than poach customers from rival brands. Whether its new devices would appeal to users of rival phones remains to be seen.
“Where [Apple] was struggling is in attracting more customers across from competitors like Samsung and HTC, and I think what we haven’t yet seen is that really change around,” he said.
"What we need to look at over the next couple of months is once the pent-up demand is satisfied, once supply catches up with demand, are we going to start seeing people switching from competitive brands."
It would appear that UK consumers have not been won over by the larger iPhone 6 Plus, with four iPhone 6 models being sold for every one of the iPhone 6 Plus version.
Despite a wide range of operators providing the iPhone 6 models, Kantar noted that every time Apple releases a new smartphone the number it sells through its own retail stores increases significantly - 31 percent of iPhone 6 sales in the UK were made through its stores.
In Europe, Apple still lags behind Android, which holds nearly 70 percent of the market. The sales success of the iPhone 6 has increased its European market share by nearly six percent to 20 percent.
Apple sales in the US were more modest, rising by less than one percent in the third quarter compared with the same time last year. In the US market, iPhones made up four out of five of the smartphones sold in the country.
In China, Apple's market share grew by 0.2 percent, giving it a 15 percent share of the nation's smartphone market. Despite only becoming available on 17 October, sales of the iPhone 6 and iPhone 6 Plus models made it the third best-selling device in China for October.
However, Apple still trails Chinese brand Xiaomi, which holds 29 percent of China's smartphone market.
Apple could see its European market share increase further when it rolls out Apple Pay for the continent in 2015.
V3 has a rundown of the top 10 features of the iPhone 6 models.
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