Apple’s launch of two new iPhone models on September 20, 2013 was the company’s latest salvo in the smartphone market. Initial domestic sales estimates for both the iPhone 5S and iPhone 5C have been positive, and based on the latest usage figures, the releases have already made a significant impact on the iPhone ecosystem.
Apple’s release of two new iPhone models on September 20, 2013 was the company’s latest salvo in the smartphone market. The two respective models, the iPhone 5S and iPhone 5C, were aimed to appeal to different sets of customers with two separate price points and some feature differences. Initial domestic sales estimates for both devices have been positive, and based on the latest usage figures, the iPhone 5S and 5C have already made a significant impact on the iPhone ecosystem.
To quantify this study, Chitika Insights examined tens of millions of North American ad impressions generated by iPhone users between September 13 and October 3, 2013. Ad impressions generated by iPhone 5 devices were then identified through the use of a screen size and resolution analysis. Below, a graph depicts the usage share of all iPhone 5 devices as compared to total North American iPhone Web traffic:
The share of North American iPhone Web traffic generated by iPhone 5 users rose by about four percentage points in the week following the release of the iPhone 5S and 5C. With the iPhone’s large existing install base, this 4% increase represents a sizable shift in the iPhone ecosystem.
Additionally, with both of the latest devices still less than a month old, it’s reasonable to assume that future purchases will drive iPhone 5 users to generate 50% of total iPhone Web traffic sooner rather than later. This has obvious implications for mobile application and Web developers in terms of compatibility and functionality issues, but also for the technology industry as a whole. Assuming that 50% mark is surpassed within the next several months, Apple will have a plurality, and possibly a majority, of its iPhone customer base using a device less than one and a half years old. Should this occur, it would be a remarkable achievement, especially for an industry player as large as Apple.
