Back on September 7th, Apple revealed its newest iPhone models, the iPhone 7 and 7 Plus, as well as its newest OS system, iOS 10. Prior to that event, we analyzed the current landscape of Apple’s market and saw there had been some movement within the iPhone models, notably the ‘6S’ models gaining more share.

With the first weekend of sales behind us for the newest iPhone models and 6 days into the launch of iOS 10, we looked at the data again to see how user adoption rates are faring.

iPhone 7 Models Have Potential to Move Up in the Market

During the first weekend of sales, the iPhone 7 grabbed 1% of the device market share, while the iPhone 7 Plus accounts for .2%.


It is important to note that this data does not represent sales of the newest iPhone, but measures users who have received their phones and have started using apps. This year, many people decided to order online to avoid long lines which means these users will have to wait a couple weeks to get their hands on their new phone. Given that Apple is expected to sell 13 million phones this weekend, beating the first weekend of the ‘6S’ models last year, these adoption numbers are sure to rise once more users begin to receive their phones.

The excitement for the iPhone 7 and 7 Plus is there, considering phones were sold out before stores even opened. This means the features Apple decided to focus on, including water resistance and dual cameras to name a few, have really grabbed consumers’ attention. And so far it seems that taking away the headphone jack has not deterred buyers as some feared it would.

iPhone 7/7 Plus First Weekend Representative of Past Models

Comparing first weekend adoption of the ‘7’ models to previous models shows little difference. The iPhone 7 matched the iPhone 6S with 1% adoption after the first weekend, but both were behind the iPhone 6 which grabbed 2% in its first weekend. The iPhone 7 Plus had a similar first weekend to previous ‘Plus’ models with 0.2% market share as opposed to 0.3% for both the 6 Plus and 6S Plus.


Even though the early adoption is similar, predictions are that the iPhone 7 will bring more growth for Apple than the previous 6 models. Given that all iPhone 7 models and the jet-black version of the iPhone 7 Plus sold out in pre-orders, there is a demand for these models that was not seen in previous years.

iOS 10 Making Progress

In the first 6 days of its availability, iOS 10 has been adopted by 26% of eligible devices* including iPhones and iPads.


Even though iOS 10 adoption is slightly behind the previous OS versions, the reviews of iOS 10 are positive and the adoption is sure to rise in the coming weeks. iOS 10 has a lot to offer from being able to delete stock apps, to major upgrades to iMessage such as sending gifs, to simple color changes that really makes things pop. iOS 10 also has even more features that many consumers may not know about, but they could convince more to upgrade.

The first few days of both the iPhone 7 models and iOS 10 are encouraging. Both have had a warm reception indicating the great potential they have within Apple’s market. Make sure to check back with us for future updates on adoption for both the devices and OS system to see how much of an impact they have made.


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 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 18th at 5 pm. The timeframe for the OS adoption was Sept 13th- Sept 18th at 5 pm.