For Apple, releasing the iPhone SE was not such a bad idea after all. The tech giant normally releases new iPhone models during the later part of any given year, but the iPhone SE was a departure of that norm, having been introduced back in March early this year. Many saw the release of the iPhone SE as a way for Apple to inject some energy into its slowing sales, that is until the iPhone 7 comes along next month, and according to new information from market research firm Kantar, Apple’s strategy actually paid off.
The iPhone maker typically has quiet sales during the second quarter of the year, but Kantar’s data shows that Apple enjoy an increase in sales in the United States and Europe mobile markets. Because Apple usually introduces new iPhone models in September of each year, iOS mobile users often have to abstain from spending on a new handset, especially during the second and third quarter of the year.
This time, however, Apple posted impressive smartphone sales during the recent quarter, and for sure, the release of the iPhone SE has something to do with it. Sure, the company’s overall iPhone sales during the second quarter actually decreased 15 percent year on year to 40.4 million units, but it appears that the latest iPhone from Apple managed to prevent an even worse drop in sales.
However, in key mobile markets, iPhone SE’s impact can not be denied. Kantar’s report indicates that the iPhone SE made up 5.1 percent of all smartphone sales in the US market. This allowed Apple to grow its market share to 31.8 percent during the second quarter of 2016, increasing 1.3 percent compared to the year before. Although the iPhone SE’s market share can not compare to the iPhone 6s’ and the iPhone 6s Plus’ 15.1 percent and the SamsungGalaxy S7’s and Galaxy S7 Edge’s 14.1 percent, its 5.1 percent is still a pretty decent showing.
The iPhone SE fared better in the United Kingdom. With a dominant market share of 9.2 percent, it is the best selling smartphone in the UK, even bettering the iPhone 6s’ 9.1 percent market share. Because of this, Apple’s share of sales in the UK improved by 3.1 percent to 37.2 percent during the second quarter of 2016.
At a price of $399, the iPhone SE is considered an affordable iPhone, and many consider the device as more of a complement to Apple’s flagship smartphones, not actually outsell them. But as Kantar’s data shows, some of us may have underestimated the iPhone SE’s appeal.
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