iOS Gained Market Share in Most Countries This Summer, Although Samsung Drove Gains for Android in UK

Apple's portion of the mobile ecosystem market increased in eight major territories in the three months ending August 2017, according to new data collected and shared by Kantar Worldpanel. Over the summer of 2017, iOS saw growth in the following territories compared to the same year-ago period: Spain (4.4 percentage point increase), followed by China (4.3), the United States (3.7), Germany (2.3), France (1.7), the European Union (1.2), Australia (0.9), and Italy (0.4).

Specifically, iOS grew from 31.3 to 35 percentage points year-over-year in the U.S., and although Android still dominates the U.S. smartphone OS market at 63.2 percentage points, it has dipped slightly from its hold of 66.1 percentage points in the same year-ago period. Dominic Sunnebo, Kantar Worldpanel ComTech's Global Business Unit Director, said that "Apple maintained strong momentum in the US one month before the release of iPhone 8 and iPhone 8 Plus," so iOS should continue to see positive growth in future data that measures the holiday months.

s8 vs iphone 8

Galaxy S8 compared with iPhone 8

However, Apple's iOS decreased slightly in the United Kingdom/Great Britain in the summer months this year. The drop in iOS market share is said to be due to Samsung's "significant" promotional activity for its Galaxy S8 and J3 smartphones eating into Apple's pre-iPhone 8 sales. In total, Apple devices running iOS accounted for 33.9 percentage points during this summer period in the UK, dropping 2 percentage points from 35.9 one year prior.

Although this was "offset slightly" by strong sales of the iPhone SE, Samsung itself saw a 6.4 percentage point increase in the June-August 2017 period in the UK. Overall, Android OS grew from 58.9 in 2016 to capture 65.3 percentage points in the three month period. Of course, once Apple's sales of new iPhones are accounted for in future data by Kantar Worldpanel, iOS should see a resurgence.

A few Galaxy S8 owners mentioned both promotional materials put out by Samsung and a "good deal" on the device as key factors to their purchases. At the time of its launch, Samsung said the S8 marked its "best ever" pre-order period for a smartphone.

“Samsung took full advantage of the weeks just before the iPhone 8 and iPhone X were released in Great Britain, with significant promotional activity that helped drive its overall share to a three-year high of 38.4% for the three months ending August 2017,” explained Dominic Sunnebo, Global Business Unit Director at Kantar Worldpanel ComTech. “More than one in four Galaxy S8 buyers cited a specific promotion as a key purchase influencer, and almost half said that a good deal on the price of the phone was key to their purchase. Both of these metrics experienced a large increase over the last two months of the period.”

Otherwise, the only other regression centered in Japan and accounted for just 0.1 percentage points lost by iOS between 2016 and 2017.

Kantar August 2017

Global smartphone OS shares data via Kantar Worldpanel

iOS market share is expected to see another boost thanks to the launch of the iPhone X, which has caused many people to put off ordering the iPhone 8 and iPhone 8 Plus in anticipation of Apple's greatly redesigned smartphone. Pre-orders for the device go up two weeks from today on October 27, while the official launch date will come three weeks from today on November 3.

For more data on the global market shares of smartphone operating systems, check out Kantar Worldpanel's research right here.

Top Rated Comments

Nr123*123 Avatar
43 months ago
Also, here in the UK, Samsung knows how currency conversion works.

Apple is ripping off UK customers and people are beginning to realise. You can tell me all you like about Apple betting on the pound being lower in the future because of Brexit, but right now it’s £1=$1.30.

Also, I can buy an S8 for around £600. The equivalent iPhone will be £1000. For £400, I can learn to live with Android, because there isn’t a massive difference now between the two OSs for most people.

Oh and also Apple has the audacity to charge £800 for a design that came out four years ago. No thanks, Tim.
Score: 36 Votes (Like | Disagree)
arkitect Avatar
43 months ago

Also, here in the UK, Samsung knows how currency conversion works.

Apple is ripping off UK customers and people are beginning to realise. You can tell me all you like about Apple betting on the pound being lower in the future because of Brexit, but right now it’s £1=$1.30.

Also, I can buy an S8 for around £600. The equivalent iPhone will be £1000. For £400, I can learn to live with Android, because there isn’t a massive difference now between the two OSs for most people.

Oh and also Apple has the audacity to charge £800 for a design that came out four years ago. No thanks, Tim.

Spot on.
We seem to be a cash cow for Apple and it is getting old.
People have a pain threshold financially. And quite frankly, the Apple "eco-system" is just too costly.

And before people leap in and say, yes, but prices in US are sans tax… even with VAT and taxes in account the Apple "exchange rate" is piss poor value.
Score: 23 Votes (Like | Disagree)
Smeaton1724 Avatar
43 months ago

Spot on.
We seem to be a cash cow for Apple and it is getting old.
People have a pain threshold financially. And quite frankly, the Apple "eco-system" is just too costly.

And before people leap in and say, yes, but prices in US are sans tax… even with VAT and taxes in account the Apple "exchange rate" is piss poor value.

100% this. People can't cope with the increase in gouging. 4 months after the Brexit vote accessories went up by at least 20%. 20-30% for Laptops and iMacs. The Apple Watch was around £300, now £400. Apple Pencil £80, now £100, Watch Straps £39 now £49, Cases £25 now £35 etc etc.

I purchased a Macbook Pro 2.9 Ghz, 16GB RAM, 512GB SSD for £1350 in the Early 2015 refresh, the comparable touchbar one now is £1800. Macbook Pro 15'' is £2000+. It is a £250-500 increase.

Funny thing is mostly everything else since Brexit has been the same, car pricing, clothes, food, games consoles, everything apart from Apple pricing.
Score: 18 Votes (Like | Disagree)
BoneCollector Avatar
43 months ago
After owning numerous android phones, my opinion is the iPhone is still the best smartphone around. The best software and best hardware longevity are hard to beat.
Score: 16 Votes (Like | Disagree)
monty77 Avatar
43 months ago

Spot on.
We seem to be a cash cow for Apple and it is getting old.
People have a pain threshold financially. And quite frankly, the Apple "eco-system" is just too costly.

And before people leap in and say, yes, but prices in US are sans tax… even with VAT and taxes in account the Apple "exchange rate" is piss poor value.

This! The game is up Apple .. your products are no longer best of breed so those with half a brain are leaving you in droves - nothing to do with marketing, your price hikes have just drawn attention to the flaws and made otherwise loyal customers (like me) think about alternatives which is dangerous.

The 8 is a dinosaur compared to the S8 and people aren't convinced by the X beyond the silly gimmicks and people who must have an apple logo on something they own.

My movements over recent months/years:

Airplay > Sonos
iCloud photos > Google photos
iCloud services > Office365
iPhone > Samsung S8
Apple watch > S3 Frontier
MacBook Pro > Dell XPS15
Apple TV > Chromecast

iPad remains but frankly if I can get over the size of the Note8 that'll be next purchase and the iPad will be on the way out too.

The cost of entry, while painful, is worth it _if_ it's the best end to end experience - but it's not (for me at least) any more.

If Google can address App quality somehow .. the Android counterparts are still more buggy than iOS, and I'm talking about BIG apps like Spotify, Plex etc.. then they could do some serious damage
Score: 8 Votes (Like | Disagree)
calzon65 Avatar
43 months ago
Competition is good to keep Apple and any other company on their toes. I use the iPhone, but I'm glad there is a solid competitor to IOS.
Score: 7 Votes (Like | Disagree)

Top Stories

Flat MacBook Air Feature

Bloomberg: Apple Working on 'Thinner and Lighter' High-End MacBook Air With MagSafe, Could Launch in Second Half of 2021

Friday January 22, 2021 3:34 am PST by
Apple is working on a "thinner and lighter" version of the MacBook Air that the company plans to release during the second half of this year at the earliest or in 2022, according to a new report by well-connected Bloomberg journalist Mark Gurman. It will include Apple's MagSafe charging technology and a next-generation version of the company's in-house Mac processors. Apple has discussed...
Top Stories 44 Feature

Top Stories: 'Thinner and Lighter' MacBook Air, Smaller iPhone 13 Notch, iOS 14.4 Incoming

Saturday January 23, 2021 6:00 am PST by
We continued to hear a lot more about Apple's plans for its Mac lineup this week, including word of a high-end redesigned MacBook Air and the return of an SD card slot as part of the upcoming MacBook Pro redesign. It also sounds like Apple has been working on Face ID for Mac, but it won't be appearing in a redesigned iMac this year as originally planned. This week also saw rumors about the...
Apple VR Feature

Bloomberg: Apple's First AR/VR Headset 'Pricey, Niche Precursor' to More Ambitious AR Glasses and Could Launch Next Year

Thursday January 21, 2021 3:27 am PST by
Apple's first virtual reality headset will be a "pricey, niche precursor" to a more ambitious augmented reality product, according to a new report from Bloomberg's Mark Gurman. As a mostly virtual reality device, it will display an all-encompassing 3-D digital environment for gaming, watching video and communicating. AR functionality, the ability to overlay images and information over a view...
iOS 15 icon mock banner

iOS 15 Rumored to Drop Support for iPhone 6s and 2016 iPhone SE

Thursday January 21, 2021 11:58 am PST by
Apple's upcoming iOS 15 operating system, which we expect to see unveiled in June, is rumored to be dropping support for a few of Apple's older iPhones. According to French site iPhoneSoft, iOS 15 will not be able to be installed on the iPhone 6s, the iPhone 6s Plus, or the 2016 iPhone SE, all of which have an A9 chip. The iPhone 6s and 6s Plus were introduced in 2015 and are now more...
2021 mbp sd slot feature2

Bloomberg: Next MacBook Pro to Feature SD Card Reader

Friday January 22, 2021 7:50 am PST by
Last week, reputable analyst Ming-Chi Kuo outlined his expectations for new 14-inch and 16-inch MacBook Pro models later this year, including the return of the MagSafe charging connector, the removal of the Touch Bar, a new flat-edged design, and the return of more ports built into the notebooks for expanded connectivity. A concept of a modern MacBook Pro with an SD card reader Kuo did not...
iPhone 13 Notch Feature

iPhone 13 Rumored to Feature Smaller Notch, Pro Model Cameras to Use Larger Image Sensor

Thursday January 21, 2021 1:38 am PST by
Apple's iPhone 13 series will feature a redesigned Face ID system that will allow for a smaller notch at the top of the screen, according to a new report today. The rumor comes via hit-and-miss Taiwanese industry publication DigiTimes, whose supply chain sources also claim that the ultra wide-angle lens in Apple's next-generation iPhones is due for an upgrade. The next-generation iPhones'...
airpods galaxy buds comparison

Samsung Galaxy Buds Pro vs. Apple AirPods Pro

Friday January 22, 2021 2:34 pm PST by
Samsung in January unveiled new flagship Galaxy S21 smartphones and alongside the new phones, introduced the $200 Galaxy Buds Pro, which are priced at $199 and offer Active Noise Cancellation. Subscribe to the MacRumors YouTube channel for more videos. These new Galaxy Buds Pro are clearly designed to compete with Apple's AirPods Pro, so we thought we'd compare the two sets of earbuds in our...
maxresdefault

Video Demos macOS Catalina Running on iPad Pro via x86 Emulation

Thursday January 21, 2021 11:36 am PST by
A video demonstrating macOS Catalina running on a current 2020 iPad Pro has been shared on YouTube, giving us a look at an interesting hack that has a Mac OS up and working on one of Apple's iPads. There's limited information about how the process of getting macOS Catalina on an iPad Pro works, but it uses x86 emulation and was done through the UTM software that allows virtual machines to...
2019 mac pro side and front

Tim Cook Gifted Donald Trump 'First' 2019 Mac Pro

Wednesday January 20, 2021 5:45 pm PST by
Apple CEO Tim Cook gifted former United States President Donald Trump with the first 2019 Mac Pro that came off of the assembly line in Austin, Texas, according to a financial disclosure report that was released today (via The Verge). "Mac Pro Computer, the first created at the Flex Factory in Austin, Texas," reads the entry, which values the machine at $5,999, the base price for a Mac Pro....
iOS 14

Apple Seeds iOS 14.4 and iPadOS 14.4 Release Candidate to Developers and Public Beta Testers

Thursday January 21, 2021 10:14 am PST by
Apple today seeded the RC version of upcoming iOS 14.4 and iPadOS 14.4 updates to developers for testing purposes, with the new betas coming a week after Apple released the second betas. iOS 14.4 and iPadOS 14.4 can be downloaded through the Apple Developer Center or over the air after the proper profile has been installed on an iPhone or iPad. Paired with the HomePod 14.4 beta that is...