O2 have announced that their sales of the iphone have surpassed 2 million handsets, making it their best selling device. The operators sales of the iphone are likely to slow down as they have lost their exclusive agreement. There has also been an overall slowdown in demand for the iphone, which is likely to see Apple retain a strong, but no dominant position in the smartphone market. Vodafone claimed 100,000 sales in their first week after offering the iphone. Tesco and Orange have not yet provided up to date figures so it’s impossible to get an exact total for the UK, however it is a safe bet to say that total UK sales are between 2.25m and 2.5m iphones.
It is worth keeping in mind that this does not necessarily mean there are that many iphone users. A number of O2s sales will be represented by upgrades from the original handset and from the iphone 3G to the 3GS. A total of 2m UK users is therefore a pretty good estimate.
There are no demographics available for the device and it appears that the operators are not measuring this. However reports from Comscore and annecdotally suggests that they ownership is concentrated in the 20-40 yrs age range, and generally middle to higher incomes. Although it is available on pay as you go, most users are on subscription packages. A mixture of both cost and functions suggests that the iphone does not appeal to a younger age demographic.
Apple’s total worldwide iphone sales reached around 57 million in 2009, and at the current time they will be hovering around the 60 million mark. They have a 17% share of the Smartphone market behind Nokia and Blackberry.