Localytics: iPhone SE is off to a sluggish start, but the 9.7-inch iPad Pro is a steady performer

Both the iPhone SE and the 9.7 inch iPad Pro have received positive industry reviews, but, after their first full weekend on sale, the the iPhone SE managed to grab only 0.1% of the iPhone market, as measured by Localytics’ device adoption.

The new phone was unable to take away the iPhone 5’s share, the model it most closely resembled, suggesting that small-screen lovers haven’t yet been convinced to upgrade from their 5 models to the new iPhone SE, notes the mobile engagement platform. While the 5S, 5 and 5C all lost market share compared to two weeks ago (by 1 percentage point each), the 6, 6S and 6S Plus all gained share (by one percentage point for the 6 and 6S Plus and 3 percentage points for the 6S). The increase in share for the larger screen phones could be due to the deals many retailers, including Walmart, are having this month, according to Localytics.

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Of course, it’s logical that the SE would be “sluggish” in comparison with a regular launch, as the market is completely different. Most of us who get the latest and greatest phones want them right now, while folks who are looking at an SE as a replacement to an iPhone 5s aren’t in as big a hurry to get a new phone.

What’s more, the Slice Intelligence research group says its data— based on its panel of over four million online shoppers — shows that while fewer people rushed online to get the latest Apple smartphone than they did for the most recent launches, those who did were more likely to be new to the iPhone. The number of iPhone SEs bought the first weekend of availability was 94% smaller than the iPhone 6S launch, which was 46% the number of iPhone 6 devices sold when it was released. Early data from Slice Intelligence indicates that the SE may help Apple grow its maturing iPhone consumer base.   

However, the mobile engagement platform says that the new iPad has been well received, suggesting that there is potential for this model to make a long-term impact on the iPhone tablet market. A model that’s easy to transport, but also provides top-notch performance, could be what tablet users have been looking for, opines Localytics.

The smaller iPad Pro is the same size and weight as the iPad Air 2, but similar to the iPad Pro in features and hardware. As it turns out, the 9.7 inch iPad Pro performed very similar to these two models in their first weekends of sales, grabbing 0.4% adoption within the tablet market (compared to .4% in 2014 for the iPad Air 2 and .3% for 2015’s iPad Pro).