Historically in the month before a new iPhone is released we see a drop in sales share for Apple as users hold out for the new model. However, Apple has managed to limit the drop this year with its share of sales dipping just 1.6 percentage points versus July this year - almost half the equivalent drop seen in 2013 ahead of the iPhone 5 launch. This has in part been achieved through focusing on the iPhone 5c which tends to attract a slightly less tech savvy buyer who will be less likely to be holding off for the iPhone 6. The iPhone 5c was the best selling phone in Britain in August with 8.9% share, outselling the flagship iPhone 5s with 7.6% and the Samsung Galaxy S5 with 6.0%.
Kantar notes that out of the 13.3 million iPhone owners in the U.K., some 4 million are ready for an upgrade. Before the iPhone 6 unveiling, 85% of owners indicated that they would buy another iPhone at upgrade time.
It's expected that Apple will post some impressive iPhone 6 sales numbers later this month.