Apple loses ground to Android in a few key markets
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Android continues to increase its sizable lead over Apple’s iOS ecosystem in a few key markets, according to Kantar Worldpanel. In the three months ending October 2017, Apple’s iOS lost sales share in the US, in Europe’s four largest markets, and in Japan, while Android made gains in these markets.
Apple, however, did find a sweet spot in China’s smartphone market.
Here’s how Apple and Android stacked up in the US, Europe, Japan, and China in the three months ending October 2017:
- In the US, the iOS share of smartphone shipments dipped 7.6 percentage points year-over-year (YoY) to 32%. Meanwhile, Android gained 8.2 percentage points YoY to achieve a 62% share.
- iOS also lost smartphone shipment share in Europe’s four largest markets — Germany, Great Britain, France, and Italy. The share of iOS phone sales in Germany fell 1.6 percentage points YoY and 8.5 percentage points YoY in Great Britain. Apple’s OS sales share in France’s and Italy’s smartphone markets saw smaller declines of 0.6 and 0.5 percentage points, respectively.
- iOS market share in Japan fell 6.9 percentage points YoY. Meanwhile, Android gained 7.5 percentage points to achieve a 55% share, up from the 47.5% share in October 2016.
- In China, the iOS market share edged up 0.5 percentage points YoY. This brought total iOS sales share in the region to 17.4%. This is a turnaround for Apple, which previously faced declining iPhone shipments in China.
Apple’s performance in the US, Europe, and Japan in the three months ending in October is likely a result of the company’s move to push back the launch of the iPhone X, according to Kantar. Historically, Apple tends to release its latest flagship lineup in September, and deviating from this pattern with its November launch could have hurt Apple’s share in these key regions. That’s because there was likely pent-up demand for the iPhone X, decreasing consumers’ willingness to purchase an iPhone as they awaited the November launch. The delayed launch could, of course, boost iOS shipment shares in the remainder of Q4.
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