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Consumer Electronics

iPhone X is the largest single product launch in Apple's history

by Arye Zucker - November 01, 2017

Image credit: Wikimedia Commons

After several weeks of waiting, the public was finally able to place an order for the iPhone X on October 27. According to data from Slice Intelligence, buyers thought it well worth the wait to get their hands on the latest and greatest installment into the iPhone family as the iPhone X is now the largest product launch in the company’s illustrious history. In the first four days of orders, the iPhone X sold 25 percent more units than the previous record holder, the iPhone 6.

iPhone X enjoys largest product launch in company history

Beating the iPhone 6 launch by 25 percent

Buyers waited out the 8 to upgrade to the X

Pre-order demand for the iPhone 8 was tepid, as the 8 and 8 Plus combined netted 78 percent fewer orders than the iPhone 7 and 7 Plus--which is less than half of what iPhone X did in its first day. With half of X buyers upgrading from the iPhone 7 family, it would appear that many likely iPhone 8 buyers thought the X was worth the wait and the money.

iPhone X has wide appeal… among Apple loyalists

Since its announcement in September, there has been speculation about whether or not the iPhone X will be able to convert Android users into Apple users. So far, the answer to this speculation has been a resounding, “meh”. Over 96 percent of iPhone X buyers are upgrading from a previous Apple device. The iPhone X is clearly the phone people have been waiting for. Those people just happen to be Apple enthusiasts.

Most iPhone X buyers are upgrading from another Apple device

Only 3.8 percent of buyers are Android converts

About this data

With a panel of 5 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.


Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.


Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.

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