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Sales and profits
By 2010, the iPhone had a market share of barely 4% of all cellphones; however, Apple pulled in more than 50% of the total profit that global cellphone sales generated.  Apple sold 14.1 million iPhones in the third quarter of 2010, representing a 91% unit growth over the year-ago quarter, which was well ahead of IDC 's latest published estimate of 64% growth for the global smartphone market in the September quarter. Apple's sales surpassed that of Research in Motion 's 12.1 million BlackBerry units sold in their most recent quarter ended August 2010.  In the United States market alone for the third quarter of 2010, while there were 9.1 million Android-powered smartphones shipped for 43.6% of the market, Apple iOS was the number two phone operating system with 26.2% but the 5.5 million iPhones sold made it the most popular single device. 
On March 2, 2011, at the iPad 2 launch event, Apple announced that they had sold 100 million iPhones worldwide.  As a result of the success of the iPhone sales volume and high selling price, headlined by the iPhone 4S , Apple became the largest mobile handset vendor in the world by revenue in 2011, surpassing long-time leader Nokia .  While the Samsung Galaxy S II proved more popular than the iPhone 4S in parts of Europe, the iPhone 4S was dominant in the United States. 
In January 2012, Apple reported its best quarterly earnings ever, with 53% of its revenue coming from the sale of 37 million iPhones, at an average selling price of nearly 0. The average selling price has remained fairly constant for most of the phone's lifespan, hovering between 2 and 0. 
The continued top popularity of the iPhone despite growing Android competition was also attributed to Apple being able to deliver iOS updates over the air, while Android updates are frequently impeded by carrier testing requirements and hardware tailoring, forcing consumers to purchase a new Android smartphone to get the latest version of that OS.  However, by 2013, Apple's market share had fallen to 13.1%, due to the surging popularity of the Android offerings. 
Apple announced on September 1, 2013, that its iPhone trade-in program would be implemented at all of its 250 specialty stores in the US. For the program to become available, customers must have a valid contract and must purchase a new phone, rather than simply receive credit to be used at a later date. A significant part of the program's goal is to increase the number of customers who purchase iPhones at Apple stores rather than carrier stores. 
On September 20, 2013, the sales date of the iPhone 5S and 5C models, the longest ever queue was observed at the New York City flagship Apple store, in addition to prominent queues in San Francisco, US and Canada; however, locations throughout the world were identified for the anticipation of corresponding consumers.  Apple also increased production of the gold-colored iPhone 5S by an additional one-third due to the particularly strong demand that emerged.  Apple had decided to introduce a gold model after finding that gold was seen as a popular sign of a luxury product among Chinese customers. 
Apple released its opening weekend sales results for the 5C and 5S models, showing an all-time high for the product's sales figures, with nine million handsets sold—the previous record was set in 2012, when five million handsets were sold during the opening weekend of the 5 model. This was the first time that Apple has simultaneously launched two models and the inclusion of China in the list of markets contributed to the record sales result.  Apple also announced that, as of September 23, 2013, 200 million devices were running the iOS 7 update, making it the "fastest software upgrade in history." 
An Apple Store located at the Christiana Mall in Newark, Delaware , US claimed the highest iPhones sales figures in November 2013. The store's high sales results are due to the absence of a sales tax in the state of Delaware . 
The finalization of a deal between Apple and China Mobile, the world's largest mobile network, was announced in late December 2013. The multi-year agreement provides iPhone access to over 760 million China Mobile subscribers. 
In the first quarter of 2014, Apple reported that it had sold 51 million iPhones, an all-time quarterly record, compared to 47.8 million in the year-ago quarter.