Apple's hugely popular iPhone 5S flagship device has been usurped as the company's most popular phone, according to the latest report released this week by uSwitch.
However, perhaps a cushion to that blow for the Cupertino firm is the fact that the report shows it was overtaken by another Apple device, the budget-friendly iPhone 5C, which was released at the same time as the flagship handset in September of 2013.
The two phones together are believed to have shifted some 50 to 60 million units in the initial launch period last year, and have remained as the two most popular phones on the market for the last year.
Samsung's Galaxy S5 has been in third place since it was released earlier in 2014, while the top five is rounded off by the older iPhone 4S and Samsung Galaxy S4, both of which have maintained strong positions despite being a year older than many of other phones in the market.
And while the drop of the iPhone 5S into second place behind its cheaper counterpart will be a surprise to many, uSwitch said competitors should not be getting too excited just yet, as much of the change in fortunes is down to the anticipation for Apple's next release.
While it may not release a budget-friendly option this year – which is keeping the iPhone 5C sales high – those thinking about getting a higher end device will be holding off to see what the iPhone 6 has to offer rather than going for the 5S right now.
Rob Kerr, mobile expert at uSwitch.com, said: “The rumour-mill ahead of the iPhone 6 launch has been as hot as the British summer, with leaks, mock-ups and talk of ‘unbreakable’ sapphire crystal glass all over the internet.
“Apple is being as slippery and evasive as ever and hasn’t given so much as a launch date away. But the tech giant has banked expectation from previous launches, so it’s no wonder fans are on the edges of their seats to see what cutting edge features have been crammed into the next gen iPhone."
Speaking of phones that might have given Apple a run for its money, Mr Kerr said uSwitch had expected Amazon to provide strong competition, but said that a harsh reception from US critics had seemingly put this thought to bed.