iPhone SE shows lackluster adoption during the first weekend, while new iPad Pro sales appear strong

It seems the new iPhone SE hasn't exactly been flying off the shelves since its release. But the iPad Pro seems to be doing well.
Written by Adrian Kingsley-Hughes, Senior Contributing Editor

Apple releases a new iPhone, and everyone gets all excited, right?


After one full weekend on sale, the iPhone SE managed to grab only 0.1 percent of the iPhone market, claims a report by mobile engagement platform Localytics.

iPhone SE first weekend

In fact, the iPhone SE also had the lowest adoption in the first weekend of its availability compared to the iPhone 5S and all the "6" models.

iPhone SE first weekend

The larger screen models and the iPhone 5S all had better opening weekends than the iPhone SE. Back in 2013, the iPhone 5S grabbed 0.9 percent of the Apple iPhone market during its first weekend, while the larger "Plus" models released in 2014 and 2015 (the 6 Plus and 6S Plus respectively) also managed to do better than the SE, at 0.3 percent each.

It could well be that the iPhone SE will be a "slow burn" device and consumers are taking their time to upgrade, as opposed to rushing out to buy the iPhone SE on release day.

The new 9.7-inch iPad Pro, on the other hand, seems to be doing well compared to earlier models, with the new device capturing 0.4 percent of the iPad market over the weekend, the same as the iPad Air 2 back in 2014, and only 0.1 percentage point less than the iPad Pro in 2015.

New iPad Pro first weekend

It seems there may have been pent-up demand for the new iPad Pro, which will be welcomed by Apple.

For this study, Localytics examined over 100 million iPhone devices and over 50 million iPad devices to find the percentage each device makes up within the market.

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