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
47 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
47 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
47 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
47 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
47 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
47 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

tracking disabled ios 14 5

Analytics Suggest 96% of Users Leave App Tracking Disabled in iOS 14.5

Friday May 7, 2021 1:51 am PDT by
An early look at an ongoing analysis of Apple's App Tracking Transparency suggests that the vast majority of iPhone users are leaving app tracking disabled since the feature went live on April 26 with the release of iOS 14.5. According to the latest data from analytics firm Flurry, just 4% of iPhone users in the U.S. have actively chosen to opt into app tracking after updating their device...
macbook colors 3d black bezels

Prosser: Next MacBook Air Could Come in Colors Similar to iMac

Friday May 7, 2021 6:55 am PDT by
According to Apple leaker Jon Prosser, Apple's upcoming release of the MacBook Air will feature various colors, similar to the colors in the newly released 24-inch iMac. In the latest video of his YouTube channel Front Page Tech, Prosser says the same source who accurately provided him information on the first Apple silicon iMac coming in colors has told him that he recently saw a prototype...
tile amazon sidewalk integration

Tile to Leverage Amazon Echo and Ring Devices to Better Compete With AirTags

Friday May 7, 2021 2:07 pm PDT by
Amazon today announced that it is teaming up with Tile to add Amazon Sidewalk integration to Tile's Bluetooth trackers. Amazon Sidewalk, for those unfamiliar, is a network of Amazon Bluetooth devices that's designed to improve the connectivity of devices like the Ring and Amazon Echo. Tile will now be joining Amazon Sidewalk, and through this integration, Amazon Echo and Ring devices will be ...
Top Stories 59 Feature

Top Stories: Epic Games vs. Apple, Hidden AirTag Mode, Apple Music Hi-Fi, Colorful MacBook Air?

Saturday May 8, 2021 6:00 am PDT by
While we wait for the newly introduced iMac, iPad Pro, and Apple TV models to launch later this month, this week saw the kickoff of the big Epic Games v. Apple trial, with lots of juicy tidbits coming out as the two sides make their arguments. This week also saw some rumors about a Hi-Fi tier for Apple Music, more biometric sensing capabilities for Apple Watch, and timing for the...
zoom app icon

Apple Gave Zoom Access to Special API to Use iPad Camera During Split View Multitasking

Sunday May 9, 2021 2:00 am PDT by
Zoom, a hallmark platform used by millions during the global health crisis, has been given access to a special iPadOS API that allows the app to use the iPad camera while the app is in use in Split View multitasking mode. This case of special treatment was first brought to attention by app developer Jeremy Provost, who, in a blog post, explains that Zoom uses a special API that allows the...
snapchat dark mode

Snapchat Rolls Out Dark Mode on iOS

Wednesday May 5, 2021 1:17 am PDT by
Nearly two years following the release of iOS and iPadOS 13, which included native, built-in, and systemwide dark mode, Snapchat, one of the world's most prominent social media networks, has finally rolled out a dark mode theme for iOS users. Snapchat began testing a dark mode theme of its app design late last year with a small group of iOS users. Now, Snapchat says that as of this week, it...
tile sticker e1570533758981

Tile CEO: 'We Welcome Competition From Apple, But We Think It Needs to Be Fair'

Tuesday May 4, 2021 9:51 am PDT by
Just after Apple announced its AirTags, Tile CEO CJ Prober relayed his concerns about competing with Apple in the tracking space, and said that Tile would ask Congress to investigate Apple's business practices specific to Find My and item trackers. Prober this week did an interview with Bloomberg, where he further expanded on Tile's complaints about Apple and why he feels that Tile is...
fortnite apple logo 2

Epic CEO Tim Sweeney Admits App Store's 30% Cut Is Similar to Consoles, Would Have Accepted Special Deal With Apple

Tuesday May 4, 2021 1:54 pm PDT by
Apple's legal battle with Epic Games is continuing on, and during the second day of the trial, Epic Games' CEO Tim Sweeney continued his testimony against Apple. Sweeney was grilled by Apple's lawyers, and made several points seemingly favorable to Apple. In addition to mentioning how he prefers Apple's iPhone and values Apple's privacy policies that he's aiming to dismantle, Sweeney...
signal instagram ads3

Signal Shares the Instagram Ads Facebook Doesn't Want You to See

Wednesday May 5, 2021 1:29 am PDT by
Encrypted messaging app Signal has had a series of Instagram ads blocked from the social media platform, after it attempted to show users how much data the Facebook-owned company collects about them and how it's used to push targeted ads. In a blog post, Signal described how it generated the ads to show users why they were seeing them, simply by declaring upfront the information that the...
iphone 12 preorder purple

Apple Begins Transition to Randomized Serial Numbers With Purple iPhone 12

Wednesday May 5, 2021 9:17 am PDT by
MacRumors previously reported about Apple's plan to switch to randomized serial numbers for future products starting in early 2021, and this transition has now started with the new purple iPhone 12 model in multiple countries. With assistance from Aaron Zollo, host of the YouTube channel ZolloTech, we can confirm that the purple iPhone 12 released last month has a new 10-character serial...