Even though their overall year-over-year numbers are a bit lower this year, Apple had a gang-buster holiday season in 2015. According to the latest retail statistics, Apple's iOS accounted for 49% of all new device activations during this time. When you compare that with their next closest competitor (Samsung who only had 19.8% of new activations), it's a resounding victory.
Apple's same numbers during the holiday season last year were 51.3% of new activations. Despite the 2.2% decline, the overall sales are notable. One other interesting tidbit of data which can be gleaned from this analysis is that more people activated 4.7-inch iPhones than they did the larger iPhone Plus devices.