The iPhone Cycle

Later today, Apple will unveil the new iPhone and set in motion another round of what could be described as the iPhone cycle. Over the past few years, Apple's smartphone market share has followed a similar pattern across several markets, as our chart, based on Kantar Worldpanel data, illustrates.

Every year, the release of new iPhone models in September is followed by a spike in Apple’s smartphone market share as people rush to get their hands on the shiny new devices. After a few months, when the holiday season is over, the hype tends to die down and Apple’s share of smartphone sales starts to decline. iPhone sales typically bottom out in August, shortly before the new models are unveiled and the cycle starts again.

This year, Apple broke the rhythm a little bit by releasing the iPhone SE in late March. Interestingly, the lower priced entry level iPhone didn't help Apple's position in the United States, but it did help to gain some market share in the UK and in France.