The Data Behind Apple’s iPhone 7 Launch

Apple’s unveiling of the iPhone 7 generated the biggest one-day traffic increase to the company’s site in nearly two years.

SimilarWeb analyzed traffic surges to apple.com over their last four iPhone launches, all based on worldwide desktop visits. The announcement of the headphone jack-less iPhone 7 saw visits to Apple’s site increase from 13 million on September 6 to 32.8 million visits on the launch date of September 7.

This 152% one-day rise in traffic was higher than other Apple launches of the past two years, though it did not beat the iPhone 6’s traffic surge. The iPhone 6 launch on September 9 2014 brought a 195% increase in one-day traffic, rising from 17.49 million to 51.5 million desktop visits.

Will This Translate to Sales?

To pre-order the new iPhone 7, consumers first choose an iPhone 7 model then a carrier, finish, and capacity. Once selecting a payment plan, iPhone 7 shoppers are taken to a landing page with a buyiphone_.apple.com URL. The exact page depends on the user’s selections, for example, in the case below, the Jet Black 128 GB iPhone 7 Plus, contract-free AT&T version directs to buyiphone4.apple.com and requires user eligibility to continue (or offers a different purchase plan).

Shoppers who make it this far along the user journey show an extremely high intent to purchase, and combining traffic to these various URLs, we can discover that these pages saw over 1.5 million visits in the 3 days after the iPhone 7 launch.

Given the massive amount of traffic to iPhone 7 purchase pages, coupled with the 152% increase in desktop traffic, it’s fair to say that despite the anger directed towards the murder of the headphone jack, the iPhone 7 launch was a smashing success.

Live from Apple’s headphone jack funeral pic.twitter.com/AY51mjZJwJ
— Steve Kovach (@stevekovach) September 7, 2016
I don’t even own the new iPhone yet but I can guarantee you I have already lost one of my AirPod ear buds.
— Jesse Tyler Ferguson (@jessetyler) September 7, 2016

News Sites Have a Field Day

The Apple launch is not just an event for the company itself, it also attracts readers and viewers the world over. The keyword “iPhone 7” emerged as a major online search term, and using SimilarWeb’s Keyword Analysis, it becomes evident that the majority of traffic share for this term was won by news sites. Forbes took 15.6% share of traffic from this search term while CNET nabbed 8.6%.

As we showed recently, the device makers often win market share for their own products, for example, sonymobile.com accounted for more than two thirds of the visits from “Sony Xperia” searches, and mi.com gained one fifth of the visits for the “Redmi 3”. We are also likely to see the emergence of the power broker status of one site: gsmarena.com, as some people decide whether or not to purchase the iPhone 7.


Originally published at www.similarweb.com on September 13, 2016.

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