Back on September 12th, Apple revealed its newest iPhone models, the iPhone 8, 8 Plus and X. The company also launched its newest OS system, iOS 11, on September 19th.

While the iPhone X will not be available for sale until November 3rd, the iPhone 8 and 8 Plus launched in stores on Friday.

With a full weekend of sales behind us for the iPhone 8 and 8 Plus, we took a look at our database to how user adoption rates for these newest devices are faring so far. It is important to note that this data does not represent sales of the newest iPhones, but measures users who have received their phones and have started using apps.

With the iPhone X on the Horizon, iPhone 8 Models are off to a Predictably Slow Start

During the first weekend of sales, the iPhone 8 grabbed 0.3% of the device market share, while the iPhone 8 Plus accounts for 0.4%.


While new iPhone launches typically generate large crowds waiting to get into the Apple Store, it has been reported that crowds were much smaller for the latest devices. Additionally with the early November release of the iPhone X, many are speculating that early adoption for the iPhone 8 models may be slow as consumers hold out for the X.

As the Wall Street Journal noted, slow adoption on the iPhone 8 may actually be a good sign for Apple and an indication of potentially strong interest in the iPhone X.

iPhone 8 First Weekend Adoption Lower than Previous New Models

Comparing first weekend adoption of the iPhone 8 models to previous models shows a notable, albeit not dramatic, difference. Last year, we reported that the iPhone 7 model garnered 1% adoption during the first weekend of sales, which was lower than 2015’s iPhone 6 launch, which grabbed 2% in its first weekend. The iPhone 8 Plus on the other hand had a slightly stronger first weekend compared to previous ‘Plus’ models, as the 7 Plus secured 0.2% in 2016 and the 6 Plus grabbed 0.3% in 2015.


iOS 11 Adoption Slightly Lower than iOS 10

In the first six days of its availability, iOS 11 has been adopted by 22% of eligible devices* including iPhones and iPads. This is slightly lower than the first 6 days of iOS 10, which was adopted by 26% of devices this time last year.


Even though iOS 11 adoption is behind previous OS versions, it is sure to rise in the coming weeks and months as bugs are worked out and as the iPhone X becomes available. iOS 11 has a lot to offer, including many features that are particularly powerful for iPads, including a new iPad Dock and the ability to drag and drop files between multiple apps.

It will be interesting to see how adoption for the iPhone 8 models and iOS 11 continue to play out over the next few weeks. Apple is betting big on the iPhone X, and so far it looks like consumers may be doing the same.

Make sure to check back with us for future updates on adoption for both devices and iOS 11 to see the impact they are having on the market.


Localytics is the leading mobile engagement platform across more than 2.7 billion devices and 37,000 mobile and web apps. Localytics processes 120 billion data points monthly. For this study, we examined over 70 million iOS devices globally. For the iPhone adoption data, we examined the relative percentage of iPhones in the first weekend after each device’s release. *The iOS report was created by analyzing all devices eligible for an OS upgrade, excluding iPhones that automatically included the new OS version on the device. The timeframe for the iPhone adoption data was Sept 22nd – Sept 24th at 5pm ET. The timeframe for the OS adoption was Sept 19th- Sept 24th at 5pm ET.