Two weeks after the release of the iPhone 7 and 7 Plus, as well as iOS 10, we took a look at adoption data to see how things have progressed since our first weekend report.

Adoption of iPhone 7 and 7 Plus Has Grown Rapidly

The iPhone 7 and 7 Plus models both gained an impressive amount of traction since our first weekend report. The iPhone 7 currently sits at 2.7% of the total market share, up from 1% after the first weekend of availability. The iPhone 7 Plus now has 0.9% of the market share, up from 0.2%.


*Description of specific devices within these model make-ups can be found in the methodology.

It is likely that a big reason for the increase in adoption is due to the delivery and activation of online pre-orders. Many outlets reported lackluster lines at Apple stores this year due the rising popularity of pre-ordering online, which came with a 2-3 week wait period to receive the new phone. Now that those orders are being fulfilled, we’re starting to see just how successful the launch of the iPhone 7 and 7 Plus really has been.

Apple also announced the new models will be rolled out to even more countries next week, so it will be interesting to see which countries have the warmest reception to the new models.

Early Adoption Stronger Versus Previous Models

Comparing the adoption of the ‘7’ models in the first two weeks of their availability to previous iPhones paints an even sunnier picture.

While the section above looked at overall market share of iPhones as of today, when we compare market share after just two weeks of availability, we see that the ‘7’ models are holding strong at 3.6%. That puts them right behind the iPhone 6 and 6 Plus, which saw total adoption of 4% in their first two weeks of availability.

Even more impressive, the iPhone 7 and 7 Plus gained more adoption between the first weekend and 2 week update than both the ‘6’ and ‘6S’ models. The iPhone 7 jumped from 1% adoption during its first weekend to 2.7% through the first 2 weeks, an impressive growth of 1.7 percentage points. The iPhone 7 Plus increased from 0.2% to 0.9% at the 2 week mark, a notable jump of 0.7 percentage points.

The iPhone 6 increased from 2% to 3.4% and the iPhone 6 Plus increased from 0.3% to 0.6% between the first weekend and 2 week mark. Growths of 1.4 and 0.3 percentage points, respectively.

The ‘6S’ models experienced even less growth between the first weekend and the first 2 weeks as the iPhone 6S increased from 1% to 2.1% and the iPhone 6S Plus moved up only slightly from 0.3% to 0.5%. Adoption increases of only 1.1 percentage points and 0.2 percentage points, respectively.


Many consumers may have felt the ‘6S’ models were not different enough to warrant an upgrade from the ‘6’ models, but have since found sufficient reasons to adopt one of the ‘7’ devices. A survey conducted by Bank of America Merrill Lynch Research Group, revealed that the top three reasons consumers are upgrading to either the iPhone 7 and 7 Plus are related to noticeable differences from the iPhone 6 models. Every iPhone user will always be looking for longer battery life, which the ‘7’ models definitely offer. The fact that they are also waterproof and have superior cameras could be a big part of what is setting the ‘7’ models apart from the rest of the pack.

iOS 10 Also Showing Impressive Adoption

Since iOS 10 was released on September 13th, it has been adopted by 40% of eligible devices* across iPhones and iPads.


Even though iOS 10 adoption is slightly behind where iOS 9 was at its 2 week update, it is performing better than iOS 8. iOS 10 is proving to be a difference maker for apps due in part to all the new, cool ways you can use apps. For those of you who haven’t updated yet, take a look at what you can do with these apps while in iMessenger and it may convince you.

Apple should be pleased with where adoption of the new iPhones and iOS 10 stand at the two week mark. Make sure to check back with us for a 1 month update to see if the numbers are even more impressive.


Localytics is the leading lifecycle 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. For the iPhone adoption data, we examined the relative percentage of iPhones in the first weekend after each device’s release. *The devices which make up the market share are: iPhone 6, iPhone 6 Plus, iPhone 6S, iPhone 6S Plus, iPhone 5, iPhone 5S, iPhone 5C, iPhone 4, iPhone 4S, iPhone 7, iPhone 7 Plus, and the iPhone SE. *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 16th – Sept 30th at 1 pm. The timeframe for the OS adoption was Sept 13th- Sept 27th.