TEN YEARS LATER

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by the relatively large number of iPhones that have been sold in the past four years compared to the ones before them. O
UNDERSTANDING

TEN YEARS LATER

IN JULY 2017, THERE WERE

IPHONES IN USE WORLDWIDE. THAT IS 1/10 OF THE WORLD’S POPULATION

AS THE 10TH ANNIVERSARY IPHONE 8 GETS READY TO LAUNCH

Newzoo has a special relationship with the iPhone for two reasons. First and foremost, Newzoo was founded just days before the first iPhone went on sale. Secondly, the impact that Apple’s iPhone, iPad, and App Store had on the games market were key to our growth, being a market intelligence firm that specializes in navigating change.

The result of our early and continuous effort to track the mobile space has resulted in a unique stack of mobile intelligence that now serves clients in almost any industry imaginable.

Peter Warman CEO & Co-Founder (and his iPhone 7 Plus)

3

newzoo.com/mobile-device-tracker

OVER THE PAST 10 YEARS, APPLE HAS SOLD

IPHONES EVERY SINGLE DAY ON AVERAGE WORLDWIDE

MODELS RELEASED IN 2014 OR LATER ACCOUNT FOR 82% OF THOSE IN USE

EVER SOLD

IN USE

iPHONE SALES

iPHONE STATS

AS OF JULY 2017, WORLDWIDE

AS OF JULY 2017, WORLDWIDE

1,400M

According to Apple’s financial statements, it had sold 1.2 billion iPhones by June of 2017. Over the ten year period, Apple sold an average of 323,000 iPhones a day worldwide.

1,200M

Newzoo’s Global Smartphone and Tablet Tracker shows that 730 million iPhones were used globally in July. That is 1 in 10 of all the people on earth.

1,000M

800M

This means almost two-thirds of the iPhones that Apple has sold in the past ten years are still in use today.

600M

400M Of IPHONES IN USE WERE RELEASED IN OR AFTER 2014

200M

2007

5

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

© Newzoo 2017 | Source: Newzoo’s Global Smartphone and Tablet Tracker newzoo.com/mobile-device-tracker

Though this number may seem high, it is explained by the relatively large number of iPhones that have been sold in the past four years compared to the ones before them. Over 80% of the iPhones in use are accounted for by the 6 and subsequent models, meaning they are no older than 3 years old.

BASED ON ALL ACTIVE IPHONES IN USE GLOBALLY | JULY 2017

iPHONES IN USE

TOTAL APPLE REPORTED NET SALES* (M$)

IN JULY 2017, WORLDWIDE

PER CALENDAR YEAR | FOR 2013 ONWARDS SPLIT IN CHINA, US AND ROW

2005 CHINA

33.3%

2006 2007

2016 U.S.*

2016 CHINA**

35.1%

22.5%

2008 2009 iPHONES IN USE

2010

USA

2011

JULY 2017 WORLDWIDE

China 2012

Rest of world

2013 U.S.

2014

18.4%

2015 2016

0 © Newzoo 2017 | Source: Newzoo’s Global Smartphone and Tablet Tracker newzoo.com/mobile-device-tracker

6

50,000

100,000

150,000

200,000

*Apple reports net sales including share of China and the U.S. In its gross revenue figures, Apple uses “greater China” as a region, including Taiwan and HongKong.

250,000

THERE WERE

IPHONE 7 OR 7 PLUS DEVICES USED GLOBALLY IN JULY

BASED ON 730 MILLION IPHONES USED IN JULY 2017

iPHONE DEVICES IN USE IN JULY 2017, WORLDWIDE

iPHONE 4S 2011

iPHONE 4 2010

iPHONE 7

iPHONE 5

2016

2012

1% 3% 2%

iPHONE 5S 2013

iPHONE 7 PLUS

14%

2016

11%

iPHONE 5C 2013

1%

10%

iPHONES IN USE

10%

iPHONE SE 2016

4%

iPHONE 6 PLUS JULY 2017 WORLDWIDE

2014

of iPhone users prefer the larger screen size.

18%

18%

iPHONE 6S 2015

8% iPHONE 6 2014

iPHONE 6S PLUS 2015

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The iPhone 7 Plus is doing best in Hong Kong, where

© Newzoo 2017 | Source: Newzoo’s Global Smartphone and Tablet Tracker newzoo.com/mobile-device-tracker

BASED ON THE TOTAL NUMBER OF IPHONE 7 USERS | GLOBALLY | IN JULY 2017

iPHONE 7 (PLUS) NUMBER OF iPHONES | TOP COUNTRIES

iPHONE 7 (PLUS) SHARE OF iPHONES | TOP COUNTRIES*

GLOBAL

1.

China

49.1M

1.

United Arab Emirates

37.8%

2.

United States of America

45.3M

2.

Singapore

35.5%

3.

Japan

16.4M

3.

Hong Kong

35.1%

4.

Great Britain

5.5M

4.

United States of America

33.8%

5.

Australia

4.5M

5.

South Korea

20.5%

Top 5 total

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GLOBAL

121.0M

*Based on countries with more than 5 million smartphone users

© Newzoo 2017 | Source: Newzoo’s Global Smartphone and Tablet Tracker newzoo.com/mobile-device-tracker

BASED ON NUMBER OF EACH MODEL USED | PER MONTH | GLOBAL iPHONE 6 & 7 (PLUS) USAGE NUMBER OF IPHONES IN USE PER MONTH IN 2017

The number of iPhone 6 or 6 Plus users worldwide dropped by

iPhone 6 iPhone 7

between Jan and July 2017.

iPhone 7 Plus iPhone 6 Plus

JAN

FEB

MARCH

APRIL

MAY

RISE OF THE BIG SCREEN

JUNE

just above the iPhone 6 Plus with 74.6M devices

JULY

JULY 2016

SHARE OF IPHONE 6(S) AND 7 PLUS OF ALL IPHONES IN USE

© Newzoo 2017 | Source: Newzoo’s Global Smartphone and Tablet Tracker newzoo.com/mobile-device-tracker

The number of iPhone 7 Plus devices in use in July was

JULY 2017

ADOPTION OF IOS10 ACROSS IOS DEVICES WAS

GLOBALLY IN JULY 2017

BASED ON 730 MILLION SMARTPHONES USED IN JULY 2017

iOS 10 ADOPTION

ANDROID 7 ADOPTION

IN JULY 2017, WORLDWIDE

IN JULY 2017, WORLDWIDE

iOS 10.0

iOS 10.1

82% 75%

iOS 10.2

iOS 10.3

83%

85%

85%

86%

88%

78%

68%

KEY FACT 58%

The beta version of iOS 11 was being used on 25%

of all iOS devices in July 2017

Sep 16

12

Oct 16

Nov 16

Dec 16

Jan 17

Feb 17

Mar 17

Apr 17

May 17

June 17

© Newzoo 2017 | Source: Newzoo’s Global Smartphone and Tablet Tracker newzoo.com/mobile-device-tracker

July 17

NEWZOO COMPANY

THE CURRENT PACE OF CHANGE IN CONSUMER BEHAVIOR, MEDIA, AND TECHNOLOGY REQUIRES A NEW TYPE OF INTELLIGENCE FIRM THAT IS AGILE AND AHEAD OF THE CURVE. Newzoo is that firm. We aim to be recognized and trusted as the number one provider of games, esports, and mobile intelligence in the world.

TRACK THE USAGE OF 3 BILLION SMARTPHONES AND TABLETS EVERY MONTH TRACK 3 BILLION SMARTPHONES AND TABLETS IN 100 COUNTRIES Track the usage of 3 billion smartphones and tablets across the world. Including device brand, model, screen resolution & size, operating system, CPU, 4G connectivity, and other metrics all available through Tableau. Find a factsheet with topic list here.

100 COUNTRIES & 6 REGIONS

“Chinese mobile device brand Xiaomi maintained its market share in China while showing double-digit month-onmonth growth in several SoutheastAsian countries. Also, looking at global uptake, the launch of its new flagship device was clearly a success.”

DIRECT ACCESS & SUPPORT

GLOBAL E-EU NAM

LATAM

MEA

100 COUNTRIES INCLUDING:

MONITOR UPTAKE OF DEVICES, BRANDS & OS

12 MONTHLY TABLEAU DASHBOARD ACCESS

INDIA APAC W-EU

CHINA INCLUDES: DEDICATED EXPERT ANALYST SUPPORT

CONTACT

SUBSCRIBE STARTING FROM

WYBE SCHUTTE VP BUSINESS DEVELOPMENT [email protected]

/YR GET A QUOTE >>

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WWW.NEWZOO.COM

UPDATED EVERY MONTH

TRACK VR-READINESS IN 100 COUNTRIES “Last February, 184 million smartphones worldwide were compatible with Samsung VR. The VR-readiness dashboard gave insights into local growth of the mobile VR-market directly impacting our VR content roadmap.”

GLOBAL LEADER IN GAMES, ESPORTS, AND MOBILE INTELLIGENCE OUR MISSION

MORE THAN 150 GLOBAL SUBSCRIBERS

The current pace of change in consumer behavior, media, and technology requires a new type of

intelligence firm that is agile, innovative, truly global, and ahead of the curve. We are that firm. As the number one provider of games, esports, and mobile intelligence in the world, we support our global clients daily in growing their businesses.

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