Oh no, you're thinking, yet another cookie pop-up. Well, sorry, it's the law. We measure how many people read us, and ensure you see relevant ads, by storing cookies on your device. If you're cool with that, hit “Accept all Cookies”. For more info and to customize your settings, hit “Customize Settings”.

Review and manage your consent

Here's an overview of our use of cookies, similar technologies and how to manage them. You can also change your choices at any time, by hitting the “Your Consent Options” link on the site's footer.

Manage Cookie Preferences
  • These cookies are strictly necessary so that you can navigate the site as normal and use all features. Without these cookies we cannot provide you with the service that you expect.

  • These cookies are used to make advertising messages more relevant to you. They perform functions like preventing the same ad from continuously reappearing, ensuring that ads are properly displayed for advertisers, and in some cases selecting advertisements that are based on your interests.

  • These cookies collect information in aggregate form to help us understand how our websites are being used. They allow us to count visits and traffic sources so that we can measure and improve the performance of our sites. If people say no to these cookies, we do not know how many people have visited and we cannot monitor performance.

See also our Cookie policy and Privacy policy.

This article is more than 1 year old

Peak smartphone? iPhone X flunks 'supercycle' hopes

A grand for an animated poo emoji, and a NOTCH?

Anyone hoping that the 10th anniversary iPhone hype – including the revolutionary 3D poo emoji – would reinvigorate consumer interest in the product line may be disappointed.

First-month iPhone sales are slower than last year, one analyst surmises, and for good measure the major Chinese Android vendors have cut stock orders by 10 per cent, according to a report in Digitimes.

Some analysts hoped a revamped, 10th anniversary would spur a "super cycle". iPhone owners who had held off upgrading would re-enter the market, many on Wall Street hoped. Top analyst Toni Sacconaghi at Bernstein made his "supercycle" prediction based on the dependability of upgrades – a monotonous 25-27 per cent except for the bumper year of 2015 (36 per cent), and the larger installed base than in previous years.

Richard Windsor of independent research producer Radio Free Mobile says that, based on early data from two months since release, there is no "supercycle". The three new models have closed up 11.3 per cent of the user base, according to Mixpanel data. Last year's iPhone 7 and iPhone 7S had penetrated 23.5 per cent after two months.

"This strongly suggests that the latest generation of devices is not generating the kind of super cycle that the market is looking for," he suggests. "This is a strong indication that uptake by users of the new generation of devices is actually slower than it was for the iPhone 7."

bi iphone 8 headline

In 2016 Apple bifurcated its line and the "old" design now looks tired alongside a highly desirable new design. But that new design is £999*. However, Windsor notes that the demand for the iPhone X is remarkably high considering its price. It's more popular than the 8 Plus. The shift to more expensive models means Apple should still be prosperous – it's extracting more money from its well-heeled user base, which is what every luxury product supplier loves to do. Windsor offers several caveats, but still concludes that many iPhone owners will wait for the new design to be incorporated in lower-priced models.

Not everyone shared Sacconaghi's optimism. Deutsche Bank was one that thought the expectations were brittle.

Digitimes reports that Huawei, and BBK's Opportunity and Vivo, have cut orders by 10 per cent. ®

*Bootnote

*Screen protector not included.

 

Similar topics

TIP US OFF

Send us news


Other stories you might like