Samsung and Apple Continue to Dominate Smartphone Market, But iOS Market Share Falls

Gartner's quarterly Market Share Analysis: Mobile Phones, Worldwide report shows that Samsung and Apple continue to dominate the smartphone market, with more than 52% of the market between them, but that Android's market share grew dramatically year-on-year while iOS saw a decline.

Samsung's Q4 2012 smartphone sales totalled 64.5 million handsets, up 85.3% on the previous year, while Apple's sales reached 43.5 million, a 22.6% increase. However, with featurephones included in the picture, Apple lays in third place behind Samsung and Nokia, with a 9.2% market share.

gartner-salesThe dominance of Android meant that overall iOS market share fell from 23.6% in Q4 2011 to 20.9% a year later. Android increased its market share in the same period from 51.3% to a commanding 69.7%. The bulk of this growth was at the expense of Symbian and RIM, but some of it was from iOS.

gartner-platform
The figures are likely to fuel debate about Apple's pace of innovation, with iOS having changed far less dramatically than Android since the launch of each platform. While the Android platform is split across a range of manufacturers, giving it the benefit of being marketed by multiple companies, Samsung alone is responsible for 42.5% of Android sales.

With Samsung commanding over 42.5 percent of the Android market globally, and the next vendor at just 6 percent share, the Android brand is being overshadowed by Samsung’s brand with the Galaxy name nearly a synonym for Android phones in consumers’ mind share.

The report suggests that Apple's continued success may be more due to the halo effect of the brand, rather than the strength of the iOS platform itself.

The success of Apple and Samsung is based on the strength of their brands as much as their actual products. Their direct competitors, including those with comparable products, struggle to achieve the same brand appreciation among consumers, who, in a tough economic environment, go for cheaper products over brand.

Total worldwide mobile phone sales last year fell 1.7% to 1.75 billion, with the economy undoubtedly leading people to delay upgrades.

Top Rated Comments

AppleScruff1 Avatar
107 months ago
I don't get these type of conversations. It's like talking about how much market share Ferrari has -- it doesn't make sense.

Apple is like Ferrari.

Actually Apple is like Toyota, not exclusive at all. Kids have iPhones. You can buy them at WalMart Target, etc. iPhones are as common as can be. Ferrari is quite exclusive.
Score: 27 Votes (Like | Disagree)
AppleScruff1 Avatar
107 months ago
> Comparing *total* iPhone sales to total Android sales:
Comparing iPhone sales to sales of higher-end Android phones that actually compete with iPhone would be relevant. I'll bet the gap in sales would be a lot smaller.

There are lots of cheap Android phones being sold. Heck, you can still buy cheap phones with Android OS 2.3. These phone sales have no bearing on iPhone sales - they are being sold on price and are not a sale taken away from Apple.

There will always be a lot of buyers who buy based on price. Get used to it, people. Gnasher is right. It doesn't mean Apple is failing.
Why? You can buy an iPhone for .99. And it means just what it means, Apple's market share decreased regardless of how many phones they sold.
Score: 10 Votes (Like | Disagree)
bobenhaus Avatar
107 months ago
I don't get these type of conversations. It's like talking about how much market share Ferrari has -- it doesn't make sense.

Apple is like Ferrari.

Apple is not like Ferrari and shouldnt be comparing them at all. Pumping up the price on a device that could be sold at a 3rd or 1/2 the price is not comparible to Ferrari.
Score: 9 Votes (Like | Disagree)
slffl Avatar
107 months ago
The market share is falling not because people are switching from iOS to Android, or choosing Android over iOS for their first phone, it's because people are upgrading their feature phones, walking into their service providers store, and getting what they think is the most bang for the buck which equals a LARGE phone for cheap (they don't care about what OS is on it, or if their money is going to America or Korea).

Then they take it home and all they do is talk and text on it.
Score: 8 Votes (Like | Disagree)
kjs862 Avatar
107 months ago
I don't get these type of conversations. It's like talking about how much market share Ferrari has -- it doesn't make sense.

Apple is like Ferrari.
Score: 7 Votes (Like | Disagree)
gagaliya Avatar
107 months ago
I still don't see how android is stepping over IOS? These numbers are based on Apples one phone (iPhone) and all the cheaper phones that android is on.

Most people getting the cheaper phones is not choosing between IOS and android, they are just getting the cheaper phones. If Apple made NEW cheaper phones, then they would have a choice.

again false.

apple has cheaper phones at every price level starting at free just like android. All running the same ios.

Android and samsung is innovating at full speed and killing apple in those commercials. The only big thing came out of the iphone was a slighter bigger screen last year, their other big feature the map was a disaster and had a negative impact.

Just look at those commercials, when iphone first came it was a showstopper, now the best they can do is touting a "do not disturb" button and how the caller can hear your voice...during a phone call.

It's laughable.

Meanwhile samsung is killing it with their commercials touting nfs transfers, stylus doing all sorts of cool stuff, etc...

Apple stopped innovating on their iphone, or rather tried and failed. That's fact.

Many people including myself like iphone because it's simple and works out of box, but that will only carry you so far until a tipping point is reached where the features and innovations on the competitor is just too much to resist.
Score: 6 Votes (Like | Disagree)

Top Stories

siir apple event april 20

Siri Reveals Apple Event Planned for Tuesday, April 20

Tuesday April 13, 2021 12:04 am PDT by
Siri has apparently prematurely revealed that Apple plans to hold an event on Tuesday, April 20, where the company is expected to reveal brand new iPad Pro models and possibly its long-awaited AirTags trackers. Subscribe to the MacRumors YouTube channel for more videos. Upon being asked "When is the next Apple Event," Siri is currently responding with, "The special event is on Tuesday, April...
apple event spring loaded

Apple's 'Spring Loaded' Event Officially Announced for Tuesday, April 20

Tuesday April 13, 2021 9:04 am PDT by
Following an overnight leak by Siri, Apple today officially announced that it will be holding a special "Spring Loaded" event on Tuesday, April 20 at 10:00 a.m. Pacific Time at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with all of Apple's 2020 events, the April 2021 event will be a digital-only gathering with no members of the media invited to attend in...
apple event hashflag

Twitter Hashflag for April 20 Apple Event Goes Live

Tuesday April 13, 2021 2:21 pm PDT by
Following the overnight Siri leak and subsequent announcement that Apple will hold a media event on Tuesday, April 20, a new Twitter hashflag has appeared to help provide visibility for the event on the platform. For the last several recent events, Apple has utilized hashflags, which are little icons next to hashtags on Twitter, as a way to market its events. The company first started the...
iphone12cameras

Kuo: 2022 iPhones to Feature 48-Megapixel Camera, 8K Video, and 6.1 and 6.7" Sizes With No 5.4" Mini Option

Tuesday April 13, 2021 10:45 pm PDT by
The upcoming 2022 iPhone lineup will feature two 6.1-inch devices and two 6.7-inch devices, with no mini-sized 5.4-inch iPhone, well-respected Apple analyst Ming-Chi Kuo said in a note to investors that was seen by MacRumors. Two of the iPhones will be high-end models and two of the iPhones will be lower-end models, similar to the current iPhone 12 lineup. Apple introduced the 5.4-inch...
macos catalina serial number

Apple Preparing Rollout of New Randomized Product Serial Numbers Ahead of 'Spring Loaded' Event

Wednesday April 14, 2021 2:08 am PDT by
Apple is advising its authorized premium resellers and dealers to prepare for new products with 10 and 12 digital serial numbers, days ahead of when it's expected to reveal a slew of new products. MacRumors previously reported that Apple plans to switch to randomized serial numbers for future products starting in early 2021. The company now seems to be preparing for that roll-out, telling...
duanrui iphone13 notch samples

More Leaked iPhone 13 Samples Show Smaller Notch, Repositioned Earpiece and Front Camera

Wednesday April 14, 2021 1:06 am PDT by
Leaker known as "DuanRui" has today shared an image of two iPhone 13 "film samples," which show the same rumored smaller notch design coming to the iPhone 13 series that we've seen from other sources. In past tweets, DuanRui has accurately leaked the correct names of the iPhone 12 models and an iPad Air 4 manual revealing its new design, so there's good reason to think this leak is credible, ...
Google maps feaure green

Google Maps App for iOS Finally Updated After Four Months

Monday April 12, 2021 10:03 am PDT by
Following the completed rollout of App Privacy labels for its App Store apps, Google today updated the Google Maps app for the first time in four months. Apple in December began requiring all new app submissions and app updates to include App Privacy labels, detailing the data that is collected by the app so consumers know what they're sharing. Google didn't begin implementing App Privacy ...
iPad Pro Mini LED

Mini-LED iPad Pro Expected at Apple Event on April 20 as Production Ramps Up

Tuesday April 13, 2021 9:53 am PDT by
Apple today announced that it will be hosting a virtual event on Tuesday, April 20 at 10 a.m. Pacific Time, and one of the new products expected to be unveiled at the event is a new iPad Pro with a Mini-LED display. In a brief snippet shared with paid subscribers, Taiwanese supply chain news website DigiTimes today reported that Apple supplier Ennostar has substantially improved its yield...
apple event particularly innovative article

Gurman: Apple's 'Spring Loaded' Event Won't Feature Anything 'Particularly Innovative'

Thursday April 15, 2021 1:30 am PDT by
Bloomberg's highly-respected Mark Gurman says that he expects nothing "particularly innovative" or "extraordinary" to launch at Apple's "Spring Loaded" event next week, Tuesday, April 20. Gurman made the remarks during an interview for Bloomberg Technology, in which he reaffirmed that Apple will launch a new 11-inch and 12.9-inch iPad Pro, with the higher-end model featuring a brand new...
spotify car thing 1

Spotify Announces the 'Car Thing' as its First Hardware Device

Tuesday April 13, 2021 7:03 am PDT by
Spotify has today announced its first hardware device, the "Car Thing," which is an in-car dash-mounted music and podcast player (via TechCrunch). Spotify is looking to provide a product for customers who want a "more seamless" and personalized in-car listening experience, especially in the large number of cars that do not support modern in-car infotainment systems. The Car Thing is aimed ...