Mobile accessories distributor Juice sold more Apple lightning cables than Apple did in the UK last month according to data from GfK.
It was the first time Juice has claimed top spot, as the Banbury-based company claimed 10.4 per cent market share.
Juice beat Apple to top spot and also established accessories specialists Belkin, both with 9.6 per cent and 9.2 per cent respectively.
In total, GfK statistics revealed that 510,000 units were sold across the cable market last month, as consumer spend hit £5.4 million.
Commenting on the successful month, Juice CEO Jolyon Bennett said: “It’s been an incredible start to the year with the news that our cables have officially outsold all of our competitors, including Apple, who are also our partners. This is a huge coup for us.
“We have continued to maintain a strong focus on developing products that make a real impact on consumers’ lives, which is why we remain at the forefront of an ever-changing market today.”
Juice sold around 90,000 units of accessories last month, with the distributor’s products available across a number of retailers including Argos, Boots, Carphone Warehouse, Halfords and Sainsbury’s.