Tomorrow, Apple will unveil the newest iPhone models, the iPhone 7 and 7 Plus, as well as its newest operating system, iOS 10. After taking a detour and releasing a smaller phone, the iPhone SE, Apple has returned to tradition and will be releasing both a 4.7 inch and 5.5 inch of the ‘7’ models.

In keeping with our tradition, we have detailed what the current market share looks like for the iPhone devices in order to see the potential impact the iPhone 7 could have.

iPhone 6 Still Number 1, but ‘6S’ Models Improve

Similar to our last iPhone device market share report, the iPhone 6 continues to be the most popular model amongst Apple users. There was movement within the remaining devices, most notably with the ‘6S’ models. The iPhone 6S is now in second place with 19% of the market (a jump from 12% since March) and the iPhone 6S Plus moved to the middle pack with a jump to 8% (up from 5% since March).


This may be representative of a new trend for Apple. The ‘6S’ models had very slow early adoption, but now almost a year since their release, they are gaining traction. Will we see a similar trend with the iPhone 7? Have early Apple adopters been replaced by consumers willing to wait for the newest device? Apple certainly hopes not.

What the iPhone 7 Has to Offer

The release of the iPhone 7 could not come at a better time, as Apple has reported a slowing down of both revenue and device sales for the past two quarters. From a design standpoint, not much will be changing with the iPhone 7. It is rumored to look very similar to the ‘6’ models but with a cleaner look.

This biggest change with the iPhone 7 will be the removal of the headphone jack. This means headphones will have to be wireless or connect through the Lightning Port. It will be interesting to see if this change turns consumers off or intrigues them enough to buy.

Both phones will have more storage, which is good news especially for the iPhone 7 Plus which is expected to have a second camera on the back of the phone. The phones will also once again be faster and possibly more water resistant.

The question remains though: has Apple done enough to differentiate these phones and persuade consumers to make a change? The introduction of iOS 10 could be the real difference.

iOS 10 Hoping to Steal Some Ground

The latest OS version, iOS 10, will also be unveiled tomorrow. Some highlights of the new version include: 3D touch capability for more apps, Snapchat inspired changes to messaging, the ability to delete stock apps and many more. There is also the possibility of iOS 10 features specifically made for the iPhone 7, to give the phone that little something extra.

We have seen 90% of active devices running on some version of iOS 9. How much and how quickly will iOS 10 cut into that?

We will make sure to answer that question and many more with our updates around adoption of both the iPhone 7 and iOS 10 in the coming weeks. Stay tuned!


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, Localytics examined over 100 million iPhone devices to find the percentage each device makes up within the market. The market share results are current as of August 31, 2016.