2020 has been a tumultuous year. A global pandemic claimed the lives of nearly 1.5 million people, a worldwide movement emerged for racial justice, and American political division created widespread concern. With COVID-19 forcing unprecedented social distancing, the mobile app economy has also experienced radical shifts. App consumption has exploded, Gen Z is gaming more than ever, and mobile news consumption dwarfed that of 2019. And Apple’s announcements of impending data policy rule changes have upended an ecosystem.
On October 13, 2020, in a highly anticipated launch event, Apple introduced its newest iPhone models, the iPhone 12 series. For the first time ever, Apple launched four devices that differ by size, price and features, including the first ever iPhone 12 mini at 5.4 inches. The devices launched in two waves: the 6.1-inch iPhone 12 and iPhone 12 Pro on October 23, and the iPhone 12 mini and 6.7-inch iPhone 12 Pro Max on November 13.
Earlier this month, more than one billion people in India as well as expatriates across the world celebrated the festival of Diwali. Best known as the Festival of Lights, Diwali is marked by family gatherings, fireworks and prayer, and is one of the most widely celebrated festivals in India. Over the years, the weeks leading up to Diwali have become the most important holiday shopping season in the country with people splurging on gadgets, clothes, appliances, jewelry, and more.