In the U.S. market, Android led the third quarter with 62.8% market share, compared to 33.6% for iOS. The U.S. smartphone market continues to be virtually a two-horse race between Apple and Google, with iOS and Android combining for 96.4% market share in the October quarter. Windows Phone was a distant third place with just 2.7% market share.
"With 33.6% of the U.S. smartphone market, Apple's share remained down year-over-year, but up quarter-over-quarter, as iPhone 6s became the third best-selling smartphone," Milanesi added. "Samsung retained its leading position in the U.S. smartphone market and, for the first time in 2015, the South Korean brand was able to show year-on-year growth."Android continued to have the highest market share among mobile platforms worldwide, experiencing 1.6% year-over-year growth in Europe's big five markets -- United Kingdom, Germany, France, Italy and Spain. iOS adoption grew in China and Japan by 7% and 3.5% respectively compared to the year-ago quarter.
Kantar Worldpanel data shows the iPhone 6s accounted for 24% of all iPhones sold in the U.S. in the three months ending October, compared to 33% for the iPhone 6 in 2014, and 22% for the iPhone 5s in 2013. Kantar says "overall volumes are pretty much identical to what was sold in 2013, while down 25% from 2014’s sales."
Kantar Worldpanel's latest data is also available in chart format for those that cannot view the embedded map above.