Kantar: Apple’s iPhone X dominated sales over the holiday period

Apple’s popular iPhone X has reportedly been selling like gangbusters over the holiday period.

Kantar WorldPanel has found that Apple’s iPhone X was consistently one of the selling smartphones across a variety of regions including Europe, Urban China, Japan, Australia and the United States.

While iOS’ market share grew, the firm noted that Android managed to keep its market share by cannibalizing the Windows phone market. which has “rapidly” fallen to 1% across all markets, with the exception of Italy, which traditionally has had a strong windows phone market.

“The full results for the last quarter of the year show that Apple’s decision to release three new handsets over a staggered period, including the ultra high-end iPhone X, has been a sound one. ” Kantar’s Dominic Sunnembo said,  “With Apple’s existing release structure, expectations would always be that the flagship model would be the top selling device in key developed markets, but with the premium price of iPhone X, real-life affordability has come into play.  Given that in December iPhone X made it into the top three best-selling devices across all key regions, particularly in urban China where it was the top-selling model, the pricing strategy seems to have been vindicated.”

Despite these glowing reports, Apple is reportedly planning to slash the production of the iPhone X due to lower than expected sales. A likelier narrative points out the relative cost of production of iPhone X units. While Apple typically keeps its smartphones on the market for cheaper the year after release, the iPhone 8 and 8 Plus may serve that need this year, with the new iPhone X variant retaking the spot as the premium option.