A full month has passed since the release of the iPhone 8 and 8 Plus, as well as iOS 11. With the release date of the much anticipated iPhone X only a few weeks away, adoption for the iPhone 8 models continues to be lower than previous year releases.

According to our data, the iPhone 8 now has 1% of the total iPhone market share while the iPhone 8 Plus has 1.4%.

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This is decent growth for the iPhone 8 Plus, as it has jumped up from 0.4% market share after the first weekend of sales to 1.4%. This is a similar trajectory to what we saw with last year’s iPhone 7 Plus. However, growth for the iPhone 8 continues to be a challenge for Apple, with a meager 0.71% increase in adoption between the first weekend and the first month of sales.

While many continue to point out that slow adoption for the iPhone 8 is likely due to the anticipated release of the iPhone X, another contributing factor may be a lack of carrier promotions for the new phone. Analysts from Jefferies noted, “We have yet to see the flurry of promotional activity that accompanied prior launches,” whereas last year there were many “free iPhone 7” promotions offered by carriers during late September.

iPhone 8 Plus Adoption on Par with Prior Years, but iPhone 8 Shows a Significant Decline

When comparing the iPhone 8 and 8 Plus to prior year’s releases, you can see both good news and bad news for Apple.

On the positive side, the iPhone 8 Plus is exactly in line with first month’s adoption of last year’s iPhone 7 Plus (1.4% for the 8 versus 1.5% for the 7 Plus). However, the iPhone 8, with only 1% of the market after one month, is tracking significantly lower than the iPhone 7 (3.6%), iPhone 6S (3.4%) and the iPhone 6 (5.8%) after one month.


With only a combined market share of 2.35% after one month, the iPhone 8 models are the worst performing iPhones of the last several years. The previously lowest adoption after one month was for the iPhone 6S models, which had still secured 4.3% of the total market after one month.

While it may feel like doom and gloom, Apple’s 2017 iPhone releases still have a major hand left to play with the iPhone X. It will be interesting to see how adoption fares and if the tide changes once the iPhone X is released. Stay tuned for data on that in a few weeks.

iOS 11 Adoption is Up 22%, but Still Far Behind iOS 10

After one month, iOS 11 has been adopted by 44% of eligible devices* including iPhones and iPads. While this is good growth (up from 22% after the first six days of adoption), it is significantly lower than the 60% adoption that iOS 10 saw last year after one month of adoption.


Last year we saw iOS 10 jump from 26% adoption in the first few days to 60% after one month. Perhaps it’s unfair to compare the early adoption of iOS 11 to iOS 10, as iOS 10 was largely viewed as one of the most significant upgrades to iOS. Interestingly, iOS 9 increased by 25% between its first weekend of availability and one month later, and iOS 8 only increased by 11% during the same time period, so the performance of iOS 11 so far should not be a huge concern for Apple.

And, if the iPhone X gains a lot of momentum quickly, we should expect to see adoption rates of iOS 11 increase dramatically over the next few weeks.

Make sure to check back with us for analysis on the iPhone X once it’s available, as well as continued updates on adoption for the iPhone 8 models 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 – Oct 22nd at 2 pm ET. The timeframe for the OS adoption was Sept 19th- Oct 22nd at 2 pm ET.