iOS Market Share Increased in the U.S., Europe, and China; Loses out to Samsung in the U.K.


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The latest data from Kantar Worldpanel shows that iOS managed to gain market share in the U.S., France, China, Germany, and Spain, though it lost out to Android in the U.K. Overall, in Europe, iOS market share was up by 1.2 percent on YoY basis for a three-month period ending August 2017. 

The strong performance of the iPhone SE did help offset the lull in Apple’s flagship iPhone sales before the company announced its 2017 iPhone lineup in September. Apple’s growth was hampered by Samsung in the U.K. thanks to its Galaxy J3 (2016) and Galaxy S8. Samsung took full advantage of the weeks leading to the launch of the new iPhones by running marketing campaigns and offering attractive deals to consumers. Almost one out of four Galaxy S8 owner purchased the device because they got a good deal on the handset. These promotional activities helped Samsung’s market share increase to a three year high of 38.4 percent.

Apple’s growth was hampered by Samsung in the U.K. thanks to its Galaxy J3 (2016) and Galaxy S8. Samsung took full advantage of the weeks leading to the launch of the new iPhones by running marketing campaigns and offering attractive deals to consumers. Almost one out of four Galaxy S8 owner purchased the device because they got a good deal on the handset. These promotional activities helped Samsung’s market share increase to a three year high of 38.4 percent.

“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.

In the United States, Samsung and Apple were tied in terms of market share at 35.2 and 35 percent, respectively. Interestingly, iPhone sales in the U.S. continued to grow prior to the launch of the 2017 iPhone lineup and even increased by 3.7 percent on YoY. Samsung’s market share was affected due to slow sales at Verizon — the largest carrier in the U.S. — while Apple’s market share among Verizon subscribers reached an all-time high of almost 50 percent.

More importantly for Apple perhaps, the company gained market share in China where it has been facing some stiff competition from Chinese OEMs. The company’s market share jumped to 17.7 percent from 13.4 percent YoY, with the iPhone 7 and iPhone 7 Plus being the top-selling smartphones during the three-month period ending in August 2017. Huawei, however, continued to lead the Chinese smartphone market with a market share of 31.1 percent.

With the launch of the iPhone 8 and iPhone 8 Plus in September followed by the upcoming launch of the much-anticipated iPhone X later this month, iOS market share in developed markets of the world like the U.S. and Europe and even China is bound to increase further. The launch of the Samsung Galaxy Note 8 and Google’s second-generation Pixel handsets are unlikely to eat into Apple’s market share especially due to the innovative and breakthrough features the company has managed to cram into the iPhone X.

[Via Kantar World Panel]

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