Between ************* and ************, the market share of Apple’s mobile operating system iOS has fluctuated. This is part of a larger trend: iOS’ market share has been in decline since 2012, when it peaked at ** percent before Android took over. Apple’s main competitor In terms of the number of devices, Android was the undisputed market leader: its market share grew steadily in Italy, reaching almost ** percent in 2019. However, Apple ruled in terms of app sales: its revenues from global app sales were almost twice as large as those of Android. On the Apple App Store, around **** thousand apps cost less than a U.S. dollar. Android’s predominance Android’s predominance in the country was closely tied to the prevalence of Samsung and Huawei smartphones in Italy. Since Google decided to terminate Huawei’s Android license in ********, Huawei announced the launch of its operating system, Harmony. The open-source version of Android, however, will still be available for Huawei smartphone users. Being unlikely that the new operating system will take off outside of China, Android seems well-positioned to continue to lead the Italian market.

The iOS operating system has had rather volatile sales in Spain over the observed period. In April 2023, iOS peaked its market share since 2016 at 23.7 percent, then slightly dropped in the most recent month, accounting for 18.7 percent of the Spanish smartphone market in June 2024. Most preferred smartphones Over the last five years, Android has never had a market share below 75 percent in Spain. Thus, it comes as no surprise that in 2024, the preferred smartphone brands in Spain had an Android operating system. Moreover, Xiaomi was the leading mobile phone vendor in Spain, with a market share of nearly 29 percent.. Smartphone usage Over the years, smartphones have become more than just personal communication devices. The increasing number of smartphone brands, as well as the variety of smartphone applications, make these devices almost indispensable in our daily activities. As of December 2023, the most used smartphone apps in Spain were internet browsers, e-mail services, and social media apps.

As of February 2025, Apple's smartphone market share in Asia amounted to approximately ***** percent, indicating a slight increase from the previous year. Comparatively, Apple's mobile vendor market share in the region at the beginning of the measured period, 2016, was around ***** percent.

Manufacturers’ market share of smartphone sales in the United States is led by Apple and Samsung, with a market share of ** percent and ** percent, respectively, as of the second quarter of 2024. Next to Apple and Samsung are Lenovo and HMD, with respective market shares of ** and one percent.  Global smartphone market While Apple continues to lead the U.S. smartphone market, it has traditionally lagged behind on the global scale. Samsung has been the leading smartphone vendor worldwide since 2012. However, Samsung’s lead in terms of market share has started to dwindle in recent years, meaning that Apple and other Chinese competitors, such as Xiaomi, vivo, and Huawei, have seen a boost in the smartphone industry. Apple’s traction on the global scale in 2020 comes from its move towards 5G-enabled smartphones, which have doubled sales one year, from 2020 to 2021, alone. Apple is currently the leading vendor in terms of global 5G smartphone shipments. The introduction of 5G throughout the world brings with it the possibility to upheave the smartphone market as we know it. Are U.S. consumers satisfied with Apple and Samsung phones? Apple and Samsung not only lead the smartphone market in the United States in terms of usage, but also in terms of customer satisfaction. The highest ranked smartphone models on the American customer satisfaction index are nearly all Samsung Galaxy and Apple iPhone models. Furthermore, it appears that U.S. smartphone users are unlikely to change their primarily used smartphone brand anytime soon.

The new mobile operating system iOS 18 was installed on 68 percent of the Apple devices that accessed the Apple App Store in March 2025, while the older iOS 16 was running on 14 percent of mobile devices and earlier releases on the remaining nine percent. Apple’s smartphone market share Apple held over 18 percent share of the global smartphone sales market in 2024, but historically reports sales share increases during the fourth quarter because of the annual fall release of a new device and the holiday season. Demand for the iPhone 15 and 15 Plus, as well as iPhone 15 Pro and Pro Max led to Apple announcing a sales figures of more than 77 million units sold worldwide in the fourth quarter of 2024. In the first quarter of Apple's 2024 fiscal year, iPhone sales accounted for around 49 percent of Apple's total revenue in the same quarter. The world at your fingertips Apple unveiled the very first iPhone and its supporting operating system (iOS 1) in 2007. It introduced an interface that allowed users to navigate the screen with their fingers, presenting a revolutionary touch keyboard that signaled a paradigm shift in the smartphone market.

Android tops the list of the most popular smartphone operating systems in France. After being purchased by Google, Android was originally conceived for smartphones and tablets before broadening its activities to connected objects (TV sets, smartwatches) and computers. From 2016 to June 2024 Android held over 70 percent of the total market share, except during a brief drop between November 2023 and January 2024. Apple’s iOS market share peaked in December 2023 with 34.3 percent of the total share. Apple, beyond the second place While Android generally holds around 80 percent market share, Apple’s iOS generally arrives at second place. Apple managed to carve out a significant place for itself by offering high-end and high-prices products with a strong and unique design. As of 2024, two iterations of the iPhone 15 model were among the best-selling smartphone models in France. A market that holds the line The number of French smartphone users has gone through the roof in a short amount of time, so much so that the 50 million users mark should be reached by 2024. In a decade, smartphone penetration boomed from 17 percent to 87 percent, which makes them the most-used type of mobile phone, way ahead of regular mobile phones.

Android had a market share of 63.3 percent among smartphone operating systems in Japan in September 2024, while iOS held a market share of 36.4 percent. Based on factors such as purchases, bills, and usage, Android was the leading operating system in Japan throughout all of the prior months in 2024.Smartphone market in JapanA breakdown of smartphone shipments by vendor shows that Apple is the undisputed leader in the Japanese market, although Google managed to significantly increase its market share with the release of new Google Pixel models since 2023. Several major Japanese companies, such as Sharp, Kyocera, and Sony, continue to play a role in their home market, but have difficulties defending their market shares against their international competitors. This situation is also reflected by a ranking of the best-selling device models, which is usually dominated by iPhone models. Smartphone usageSmartphones have become an indispensable device for many Japanese consumers. A look at the household penetration rate reveals that about nine out of ten households now own smartphones. Smartphones have surpassed computers as the leading device used to access the internet. This change is also reflected by the average time people spend on using the internet via mobile devices per weekday, which has increased significantly in recent years.

Apple claimed 21.9 percent of the smartphone market by sales to end users in the fourth quarter of 2021, remaining relatively stable compared with the previous quarter.. Apple has experienced relatively cyclical sales, where sales and market share peak in the fourth quarter each year, coinciding with the release of new iPhone models.

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Apple claimed a **** percent share of the market in the second quarter of 2024, an increase from the previous quarter. Apple's long time competitor, Samsung, ranked first with a market share of **** percent. Apple and Samsung continue to dominate the smartphone market Apple has been among the top-five smartphone vendors in the world since 2009. With the decline of former market leaders Nokia and RIM, Apple and Samsung were able to grow their presence in the market. As a result of political pressure, tariffs and restrictions imposed by the U.S, Chinese manufacturer Huawei has recently dropped off of the top five list in the smartphone market, while Xiaomi, Oppo, and Transsion have gained ground. Coronavirus (COVD-19) pandemic impact on iPhone sales While the long-term impact of the coronavirus (COVID-19) pandemic on sale is difficult to determine, the immediate impact was quickly visible. While large quarterly fluctuations are normal for Apple’s revenue cycle, one must look back to 2017 to find two consecutive quarters in which Apple generated less than ** billion U.S. dollars in revenue from the iPhone. A less strong performance in the first quarter of 2024, lead by the iPhone 16, gave Apple the ****** spot in terms of quarterly global unit shipments after Samsung, although strong sales in the fourth quarter of every year is a common occurrence with Apple products.

The statistic depicts the unit shipments of iPhones to China from 2013 to 2016. In 2016, around 45 million iPhones in total were shipped to China, down from 58 million units of shipments in the previous year.

Smartphone shipments in China – additional information

Since 2011, the number of smartphone shipments in China has steadily increased, reaching over 100 million units in the first quarter of 2014 alone. For all of 2014, over 390 million smartphones were shipped in China. This figure is forecast to drop to about 370 million units in 2015. Regardless of this small decline, more smartphones were sold in China than in any other country in the world. In 2015, China was responsible for almost 30 percent of the smartphone shipments worldwide. The country is forecast to maintain its leadership, as China is projected to account for about a quarter of the worldwide smartphone shipments in 2019.

Almost 60 percent of the Chinese mobile phone users are expected to use a smartphone by 2018. In 2014, there were 482.7 million smartphone users in China. By 2019, this figure is expected to almost reach the 690 million mark. Samsung and Apple are forecast to sell the most smartphones in China, with 65 million units and 36 million units respectively in 2015. In terms of operating systems, Google’s Android holds more than 70 percent of the market share, whereas Apple’s iOS accounts for about 25 percent of the smartphone operating system market in China.

In October 2024, Android concentrated over ** percent of the mobile operating system market in Brazil. Apple's iOS held a share of nearly ** percent and was the only other system with a share larger than *** percent at that point in time. In 2019, Brazil was among the largest economies worldwide with an iOS adoption rate below ** percent, alongside India and Spain. A land of Androids In a country where more than three out of five consumers say they could not live without their smartphones, the mobile industry finds both a source of solid demand and a still expanding market. The preference for Android also helps to explain why the increasing penetration rate of cellphones manufactured in China. Beijing-based Xiaomi, for instance, accounted for less than two percent of the smartphone market in Brazil in February 2019. Exactly two years later, its share in that South American nation surpassed **** percent. A costly Apple Pricing is one of the reasons behind iOS’s limited popularity in Brazil. The average price of a newly released iPhone model in that country nearly doubled between 2016 and 2019, with iPhone XS’s surpassing ***** U.S. dollars in 2019. Meanwhile, in the first quarter of 2020, devices priced below ***** Brazilian reals accounted for almost two-thirds of the smartphone sales in Brazil. At March 31, 2020 exchange rates, that was equivalent to about *** dollars.

This statistic shows the global market share held by RIM's BlackBerry OS for smartphones on a quarterly basis from 2007 to 2016. In the third quarter of 2016, RIM's share of the international smartphone OS market was *** percent. In 2016, around *** billion smartphones were sold worldwide. BlackBerry OS – additional information Canadian company Blackberry, formerly known as RIM, is one of the pioneers in the smartphone industry. The company started developing pager models in the 1990s, and later on ventured into the mobile phone market. The first BlackBerry smartphone, the BlackBerry 957, was released in April 2000, and targeted enterprises. As the Blackberry operating system matured and improved in functionality, the company started to expand its smartphones devices to the consumer market. Despite the introduction of Apple’s iPhone in 2007, RIM’s global operating system market share continued to increase in the next few years. In 2009, the company held about ** percent of the smartphone OS market share, and was the second largest smartphone operating system in the world, only behind Symbian. BlackBerry sales reached its peak in the last quarter of 2009. After this, the figures started to drop dramatically, reaching the lowest figure to date in 2016, when the company only accounted for *** percent of the market share. BlackBerry’s decline can be attributed both to the growth of Google’s mobile operating system Android and the success of Apple’s iPhone. Android became a market leader in 2011 already and, as of early 2016, accounted for more than ** percent of all smartphones sales worldwide, while Apple’s iOS took the second place, with about ** percent of the market share. The BlackBerry OS has also struggled to compete with Android and iOS in the app market; the store has around ******* apps available in contrast to about ****million apps both in the Google Play store and the Apple App Store.

Apple's iOS continues to hold the largest share of the smartphone operating systems market in the United States, claiming more than **** of the market in 2024. Apple's share of the U.S. market has remained stable since 2018, when it accounted for around ** percent. This is reflected in all markets, with Apple's global share remaining stable year-on-year. Apple growing at home Under CEO Tim Cook, Apple has continued to follow a stunning growth trajectory. Apple became the first U.S. company with a market capitalization exceeding two trillion dollars, just two years on from becoming the first trillion-dollar company. The iPhone, responsible for much of the company’s growth, has cemented its status as the smartphone of choice for many Americans during recent quarters. Google's Android operating system is a close competitor in the U.S. OS market, accounting for around ** percent of the market as of **********. However, Apple commands a far wider lead in the U.S. smartphone manufacturer market, with the Android user base split between various vendors such as Samsung and Motorola. Apple’s popularity across markets Apple has seen success with the iPhone in developed markets across the globe. iPhones accounted for **** of the **** most-sold handsets in the United Kingdom as of ************, and four of the leading five in Germany. Yet, the high price of Apple devices puts Apple at a disadvantage outside of wealthier markets. In Africa, iOS accounted for around ** percent of the mobile OS market in *************, while Android dominated with an ** percent share.

Since 2016 Samsung has been the bestselling smartphone brand in Latin America with a market share of over ** percent. In 2023, Motorola ranked second with a market share worth ** percent. In the global ranking, Samsung is first, followed by Apple.

In 2024, Samsung reclaimed the lead as the mobile device vendor in France, with ** percent of the market, while Apple dropped to ** percent. Apple had a brief lead in 2021, with ** percent of the market, and Samsung had dropped to ** percent. Samsung had previously led from 2016 to 2020, but its market share steadily declined from ** percent in 2016.

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The statistic shows the share of mobile phone sales worldwide to end users by vendor from 1997 to 2014. In 2014, Samsung held a market share of **** percent of mobile phone sales worldwide. Mobile phone market share - additional information With a market share of about ** percent, Samsung is the leading mobile phone vendor worldwide. Samsung has held the top position since 2012 when the South Korean company passed Nokia, Samsung’s closest competitor at the time. Nokia has seen its mobile phone market share fall from nearly ** percent in 2008 to almost ** percent in 2014, dropping to third place in terms of market share in the beginning of 2015. The second largest mobile phone vendor in the world is Apple, with a share of around ** percent. Samsung is especially known for some of its consumer products such as mobile devices and home entertainment systems. In the third quarter of 2015, the South Korean company sold over *** million mobile phones. Samsung also leads the smartphone market; the company accounts for **** percent of all smartphone shipments worldwide, with *** million units in 2016 alone. The success in the mobile market is reflected in the company’s global revenue. Apple has taken over the position of second largest mobile phone vendor in the world due to Nokia's decline, and the increasing popularity of smartphones. The company shipped just over *** million smartphones in 2016. The iPhone is Apple's main product, and generates more than ** percent of the company's revenue.

Apple held the largest slice of the global smartphone market by shipments during the fourth quarter of 2024, followed by Samsung. Xiaomi has taken a tight grip on the third position, accounting for a market share of ** percent in the fourth quarter of 2024. Samsung and Apple smartphone sales Smartphone vendors have been suffering from the events of the past couple of years, including the pandemic and the economic downturn. However, they all appear to be recovering, as shown by the recent increase in shipments. For instance, mostly based on the main line of Galaxy Series, Samsung's smartphone shipments totaled nearly ***** million units globally in 2024. Next to Samsung, Apple is a major manufacturer of smartphones worldwide, with the company shipping more than *** million iPhones worldwide in 2024. Apple’s sales tend to be very cyclical, peaking in the fourth quarter each year, much like in the fourth quarter of 2023, when they took the first spot in terms of units shipped globally with around **** units. Xiaomi in the lead While Apple and Samsung are typically the two major companies challenging for the top spot, Huawei had provided a strong challenge in recent years. Particularly, the Chinese company managed to climb the smartphone market ladder between 2011 and 2024, recording shipments of over ** million smartphones in the fourth quarter of 2024. However, strong performances from rivals like Xiaomi and the effects of the U.S. trade ban have since seen Huawei fall outside the list of top five vendors by smartphone shipments.

Android was the leading mobile operating system in Egypt as of February 2024 with a market share of around ** percent. Apple's iOS was the second most used mobile operating system in the country with a market share of around ** percent.