Apple has lost iOS market share in the US, Europe, and Japan (AAPL)

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January 16, 2018 4:32 PM

Android continues to increase its sizable revenue lead over Apple’s iOS ecosystem in several key markets

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In the US, Apple’s iOS share dipped 4 percentage points year-over-year (YoY) to 40%.
Meanwhile, Android gained 4 percentage points YoY to reach a 60% market share.
iOS also lost market share in Europe’s four largest markets.
iOS market share fell 4 percentage points YoY in Great Britain and 2 percentage points YoY in France. Apple’s OS share declined less than one percentage point in both Italy’s and Spain’s smartphone markets.
iOS market share in Japan fell 5.5 percentage points YoY.
Meanwhile, Android gained 6.1 percentage points to achieve a 48.4% share, up from a 42.3% share in November 2016.
In China, iOS market share edged up 5 percentage points YoY, while Android’s market share fell by the same amount.
This brought total iOS market share in the region to 24.3%, up from 19.7% in the year-ago period. This is a turnaround for Apple, which previously faced declining iPhone shipments in China.

While iOS may not be the leading OS in China, increases in OS market share are significant for Apple. That's because China is Apple's third-largest market by revenue, and gains there are positive for the company. The 5-percentage-point increase in iOS share signals that the company is gaining more traction in the region, despite the highly competitive smartphone ecosystem in China.

Apple’s recent OS share growth in China is likely a result of Apple gaining new customers from Huawei, Xiaomi, and Samsung, according to Global Director for Kantar Worldpanel Dominic Sunnebo. The iPhone X was China’s top-selling smartphone model in November, with a 6% market share.

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