• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Mobile Marketing

What Apple’s strong iPhone 11 sales mean for marketers

Safari is the most popular mobile browser in the U.S. by a significant margin, with big implications for marketers.

Greg Sterling on January 28, 2020 at 7:24 pm
  • More

Apple just reported its best quarter ever, with $91.8 billion in top-line revenue and $22 billion in profit. Hardware sales reached $79.1 billion and Services came in at $12.7 billion. Wall Street analysts had expected revenues to be just over $88 billion in the company’s first fiscal quarter of 2020, which ended December 28.

iPhone sales $56 billion. While Mac and iPad sales were off, wearables and iPhone 11 sales were up. Indeed, Apple sold nearly $56 billion worth of iPhones over the holiday quarter. Apple also reported the company’s “active installed base of devices [is now] over 1.5 billion.”

Mobile Safari 53, Chrome 39. Not part of the earnings release and discussion, but perhaps of greatest relevance to marketers, is Apple’s U.S. browser market share. As long as iPhone sales are growing, so will Safari’s share. According to StatCounter data, the Safari browser’s overall market share is 37% to Chrome’s 48%. But when mobile is isolated the numbers are reversed.

Safari controls 53% of the U.S. mobile browser market, while Chrome is second with 38.5%. That’s a roughly 15 point gap. And that gap has major implications for marketers, publishers and martech companies — as most people are already aware.

Safari’s cookie blocking and Intelligent Tracking Prevention (ITP) are impacting publishers’ and advertisers’ ability to track and target users. The Information (sub. required) previously reported that CPMs on Safari are trending lower because there’s less precise data available about users’ browsing behavior.

Why we care. Apple’s business model, as the earnings report clearly indicates, is based on device sales and services — not selling ads. In its competition with Google, Apple now aggressively markets privacy as a core product feature, especially of the iPhone.

Safari’s cookie blocking and ITP, combined with iOS 13’s location alerts are turning iPhones into something of a black hole when it comes to data for marketers, with unhappy implications for targeting, remarketing and tracking. This is the new normal; we all need to get used to it.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

AppleApple: iPhoneApple: SafariChannel: Mobile MarketingMobile MarketingStatisticsStatistics: Mobile Marketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • Nielsen Annual Marketing Report: Era of Adaptation
  • Global Social Media Advertising Trends Among Retailers in 2021
  • 2020 Hispanic Market Report
  • Delivering Audio Success: Industry Trends in Streaming Audio & Podcast Performance
  • Ten Tips for Acquisition Email Success
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $149

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.