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iOS Grew U.S. Market Share This Spring Thanks to 'Unprecedented Depth' of Price Options as Android 'Felt the Heat'

In the United States, iOS saw significant growth in the three months ending June 2018, with market share up 5.9 percentage points to 38.7 percent as tracked in the newest data from Kantar Worldpanel ComTech. Helping to boost iOS performance were sales for the iPhone 8 and iPhone 8 Plus, together accounting for nearly one in five smartphones sold in the time period.


Apple's other flagship smartphone from 2017, the iPhone X, was the fourth best-selling device during the April–June 2018 period in the United States. As iOS grows in the United States, Samsung and LG smartphones have "felt the heat" recently, with Android's operating system dropping 4.5 percentage points in the U.S. market during this time, down to 61 percent.

Kantar Worldpanel's Dominic Sunnebo explains that iPhones made up eight out of the ten best-selling smartphones in the three months ending in June, thanks in part to Apple's "unprecedented depth" across the price spectrum of its smartphones. Currently, customers interested in iPhone can start as low as $349 for the iPhone SE, or opt for the high-end 256GB iPhone X at $1,149.00.
“Apple continues to wield huge power in the US market, with iPhone models making up eight out of the ten best-selling models in the past three months. Apple currently enjoys unprecedented depth across the smartphone price spectrum, ranging from the iPhone SE to the $1,000 iPhone X; resulting in continued growth and hitting Samsung and LG hard. While Samsung is well represented at the premium end of the market with its S9 and Note series, and its budget orientated J series helps compete against LG, lack of depth in the mid-high tier is allowing Apple to find a new avenue for growth.”
iPhone X continued to be the top-selling device in China, making up 5.3 percent of all handsets sold during the period and becoming the best-selling smartphone in the country every month since it was released in November 2017. iOS still dropped 2.1 percentage points during this time, however, down to 19.4 percent of the smartphone OS sales share in China, while Android grew 2 percentage points to 80.4 percent.


Elsewhere, iOS sales share grew in Germany (2.8 percentage points), France (4.2), Spain (3.8), Australia (0.5), and Europe (1.3). As iOS grew in these territories, Android (and other operating systems) saw their shares dip. Android's 4.5 percentage point drop in the U.S. was its greatest loss, which is notable as one of the biggest drops for the Android OS in Kantar's U.S. tracking over the last year.

Android did manage to gain share against iOS in a few other countries beyond China, including Italy, Japan, and the UK.

For Apple, the company didn't launch an iPhone in the spring like it has done in previous years such as with the iPhone SE in 2016 and the revamped storage capacities in 2017, so it is interesting that Apple still managed to boost smartphone OS share without a brand-new product.

As we enter the second half of 2018, Apple is expected to debut three new iPhones in September -- a second-generation iPhone X, 6.5-inch "iPhone X Plus," and 6.1-inch low-cost iPhone -- which will likely see iOS boosted even more into the holiday season, although the upcoming months typically see iOS's share dwindle as people await fall updates.

Related Roundup: iPhone 8


Top Rated Comments

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12 weeks ago

When Apple offers a phone under 500$ that isn't a 2 year old model based on a 6 year old design maybe I'll show some slight interest.

Oh, and actual power user features thanks. Like a usable file system. And letting me drag and drop files from my PC over USB and never have to touch the abomination that is iTunes ever again.

Even if Apple made the abomination you are talking about, you would never get an iPhone.
Rating: 16 Votes
12 weeks ago

When Apple offers a phone under 500$ that isn't a 2 year old model based on a 6 year old design maybe I'll show some slight interest.

Oh, and actual power user features thanks. Like a usable file system. And letting me drag and drop files from my PC over USB and never have to touch the abomination that is iTunes ever again.


Clearly Apple is doing everything wrong.
Rating: 12 Votes
12 weeks ago
Amazing statistic seeing that millions of people had to suffer through a year of iOS 11.
Rating: 9 Votes
12 weeks ago
Speaking of "Unprecedented Depth of Confusion", I just took a look through Samsung's smartphone product page listings.

It's in the triple digits. :eek:
Rating: 9 Votes
12 weeks ago
Apple is dominating, as I keep saying.

Wait until earnings are reported next Wednesday.
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When Apple offers a phone under 500$ that isn't a 2 year old model based on a 6 year old design maybe I'll show some slight interest.

Oh, and actual power user features thanks. Like a usable file system. And letting me drag and drop files from my PC over USB and never have to touch the abomination that is iTunes ever again.

And I’ll get an Android phone when someone supports it and the software is as secure and smooth as iOS. Oh and the chipset even comes close to the A11. Or the FaceID system.
Rating: 6 Votes
12 weeks ago
With all the data and privacy that Google steals through its various platforms including Android, I am not surprised. I moved out of Android in 2017 and will never go back. While Apple may have its own shortcomings, it is by far the lesser of the two evils at this time.
Rating: 6 Votes
12 weeks ago
The strangest thing is that Windows phones still have market share...?
Rating: 6 Votes
12 weeks ago
The effect of beautiful notch. I am a changed man. I used to hate the notch and now I love it. I judge people a little when they have iPhones with no notch :D
Rating: 5 Votes
12 weeks ago
The notch is now fashion.
Rating: 5 Votes
12 weeks ago

Care to elaborate why iPhone is far superior to Android, because simply i failed to see that is the case. I have both iPhone and Android phone (Huawei, Xiaomi, Motorola, Smartisan, Google Nexus etc), I can seems see the advantage of iPhone, rather than the high price tag. There are so many more people using Android and the number is growing everyday.

Yes, Apple owns the high end market. High end market is also the dying market. As mid-range phones becoming more reliable and speedy, more and more people will opt for mid-range phones more than people opt for high end phone. You see this with PC market, high end PC only make tiny share of PC market share while overall PC market are in mid-range PCs.

This would occur with smartphone market as well. As iPhone becomes more and more expensive, lesser and lesser people will opt for iPhone.


* Better security
* Better mobile silicon
* Better support
* Better OS feel, fluidity, speed
* Better resale
* Better lifespan
* Better Apps

Show me evidence the high end market is dying. The iPhone X is the most expensive mass produced smartphone ever sold and it was the best selling iPhone in Apple’s lineup every week since release.

Apple isn’t losing share...it’s gaining. If any high end market is dying, it’s the high end Android market. The iPhone sales are strong and the iPhone revenues are even stronger. People are willing to pay even MORE to have iPhones, evidenced by a nearly $800 ASP. These are facts...numbers prove the iPhone dominance in revenue, unit sales, profit, and customer satisfaction.
Rating: 4 Votes

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