In just the first 72 hours, Apple sold more than 10 million new iPhone 6 and 6 plus devices, which isn’t all that surprising based on what seemed like added anticipation. What remains somewhat surprising, however, is that the iPhone 6 seems to be crushing the iPhone 6 plus in sales.

The long awaited “bigger than bigger” iPhone 6 and 6 plus models officially hit stores today, and eager fans across the globe have been waiting in line for hours attempting to get their hands on one of the shiny new devices. A quick look at our iPhone adoption tracker shows the iPhone 6 is quickly outpacing prior models just a few hours after release.

Well, considered us surprised.

Despite what seemed like significant anticipation, Apple users did not rush to upgrade to iOS 8 during the first day of availabilty.  In fact, when compared to the number of downloads this time last year, the adoption rate of iOS 8 is lagging more than 50% behind that of iOS 7, specifically 11% to 22.5%.

 

What gives?

Because nothing’s ever simple, it’s most likely a combination of factors, particularly:

You’re not the only one anticipating today’s release of iOS 8. In fact, since Apple’s operating system was made available to the public at 1 pm EST, more than a few have headed over to the notification center,  “read” the terms and agreements, and clicked update. 

You may have read our recent article in VentureBeat highlighting the benefits of using retargeting both before and after users upgrade to iOS8 in the coming days.

September and October are exciting - and scary - months for app marketers. It’s the season for new Apple devices, and with them a new version of iOS.  When users update their operating system or move to new phones, they often re-evaluate their app choices and clean house on their phones. "What do I delete and what do I keep? Should I look at new apps to install?"

That’s the scary part for app marketers: it’s an easy time to lose a connection with a customer who might not reinstall every app on their phone.    

A common mistake many marketers make is testing a mobile ad network and immediately pausing when initial numbers are poor.  Yes, it’s concerning to see CPIs above the target, but if un-optimized mobile traffic were efficient, there would be no barrier to entry.

There are more than 2.3 billion active mobile-broadband subscriptions across the world, and understanding regional similarities and differences is essential to extending mobile marketing success across borders. We recently interviewed three of Fiksu's international experts to talk about the challenges of the global mobile market – videos are below.

Last week, Google joined the ranks of fellow tech giants Facebook and Twitter by introducing dedicated mobile app install ads for Google Search and Youtube.   Of particular note in the company’s announcement was an emphasis on deep linking.

Have you gone for a hike in the mountains this summer? Well, then you’re following in similar footsteps as app marketing costs – which have continued to climb in July’s Index. The Cost Per Loyal User (CPLU) Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, came in at $1.97. This represents a 9 percent increase year-over-year and the second-highest peak in the four year-history of the Fiksu Indexes.

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