Apple's iOS continues to hold the largest share of the smartphone operating systems market in the United States, claiming more than half of the market in 2024. Apple's share of the U.S. market has remained stable since 2018, when it accounted for around 55 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 47 percent of the market as of March 2024. 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 four of the five most-sold handsets in the United Kingdom as of January 2024, 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 13 percent of the mobile OS market in November 2023, while Android dominated with an 85 percent share.

As of July 2024, Apple’s iPhone 15 was the most popular smartphone model sold in the United States, accounting for over 17.5 percent of total smartphone sales. The iPhone was the most popular smartphone in the United States at that time, occupying four spots in the top five. Apple and Samsung: two leading competitors Apple and Samsung are the leading smartphone vendors in the United States with a combined market share of almost 80 percent in the second quarter of 2023. The two smartphone vendors dominate the U.S. smartphone market not only in terms of sales, but also when it comes to customer satisfaction: Samsung’s Galaxy line and the Apple iPhones are the highest ranked smartphone models on the American customer satisfaction index. In line with their successes in the United States, Apple and Samsung also lead the global smartphone market, albeit to a lesser degree – the two brands have a combined market share of close to 40 percent. Smartphone penetration the highest in the United States Smartphone sales value in the United States more than doubled in the last decade, making the U.S. one of the major smartphone markets globally. In 2024, over 118 million smartphones were forecast to be sold, with the number of U.S. smartphone users forecast expected to grow in the coming years.

In 2023, the used smartphone market share (including both officially refurbished and used smartphones) in North America reached 26 percent. The used smartphone market is expected to decrease in North America and by 2026, it will amount to les than 25 percent of the global used smartphone market. The global refurbished smartphone market In recent years, the refurbished smartphone market has been growing at a global level and reached a size of roughly 50 billion U.S. dollars in 2021. In the same year, over 251 million used or refurbished smartphones were shipped globally, with Latin America and India being the market leaders in terms of growth. The U.S. refurbished smartphone market Despite the U.S. playing an active role in the global refurbished smartphone market, Americans appear to prefer to buy new phones instead of reconditioned ones, mainly because they are concerned with the quality and reliability of their smartphones. However, those who do buy such devices prefer Apple iPhones rather than Android smartphones, making the iPhone XR and the iPhone 11 the most popular reconditioned smartphones.

The size of the US Smartphone Market was valued at USD 343.4 Million in 2024 and is projected to reach USD 381.12 Million by 2033, with an expected CAGR of 1.50% during the forecast period. The U.S. smartphone market is the largest and most competitive globally and characterized by very high demand for high mobile devices, cutting-edge technology, and rapid product cycles. The market has leaders such as Apple, Samsung, Google, and a host of emerging brands offering a range of different devices with various price points to appeal to both premium and budget-conscious consumers. Key drivers of growth in the smartphone market include technological improvements in smartphone processors, camera systems, 5G connectivity, and battery life. The trend of remote working, online learning, and increased digital entertainment among users during the COVID-19 pandemic has significantly contributed to an increase in the adoption of smartphones, especially from those who seek devices that support multitasking, streaming, and productivity. In addition, the increasing popularity of mobile gaming, augmented reality (AR), and mobile payments is driving demand for smartphones with specialized features. The rollout of 5G networks has also become a major catalyst, with consumers upgrading to 5G-capable smartphones to experience faster data speeds and improved connectivity. Recent developments include: September 2022: In September 2022, Apple introduced the iPhone 14 and iPhone 14 Plus, available in two sizes: 6.1 and 6.7 inches. These models boast a sleek design, notable camera improvements, and innovative safety features. Equipped with a robust camera system, including main and front True Depth cameras, as well as an Ultra-Wide camera for capturing unique perspectives, the iPhone 14 series delivers exceptional image and video quality. Additionally, the inclusion of the Photonic engine and an upgraded picture pipeline further enhances the overall photography experience., October 2022: In October 2022, Huawei unveiled the release of its newest antenna solutions designed for the next stage of 5G antenna development, which encompassed the Maxwell platform and the X2 antenna series. These cutting-edge technologies were aimed at improving antenna integration and setup capabilities, thereby enabling carriers to expedite the deployment of 5G networks.. Notable trends are: Ever-growing Demand for 5G-Compatible Smartphones and Technological Advancements are Driving the Market Growth.

This statistic shows the distribution of mobile operating systems installed on consumers' smartphones (by age group) in the United States in 2024. As of March 2024, 68 percent of 18 to 29 year old respondents said that their smartphone ran on iOS (Apple). The survey was conducted among 9,425 respondents. Access millions of exclusive survey results with Statista Consumer Insights.

This dataset offers a comprehensive overview of the iPhone's journey in the global smartphone market from 2010 to 2024 . It includes:

📊 Number of iPhone Users: Total users worldwide and within the USA. 📈 Sales Figures: Yearly iPhone sales data. 🏆 Market Share: Comparison of iOS and Android market shares across years. This dataset is perfect for:

Market forecasting and trend analysis. Competitive landscape studies between iOS and Android. Consumer behavior research in the tech industry. Whether you're a data scientist, market analyst, or tech enthusiast, this dataset provides valuable insights to support your research and projects.

Google's Android and Apple's iOS are the major competitors in the mobile operating system market in North America. In November 2024, Android accounted for about 56 percent of the mobile OS market, while iOS accounted for around 44 percent. Just 0.2 percent of North American users were running a system other than Android or iOS

Snapshot img

Smartphone Market Size 2025-2029

The smartphone market size is forecast to increase by USD 99.8 million, at a CAGR of 4.1% between 2024 and 2029.

The market is experiencing significant growth, driven by several key trends. One major factor is the increasing adoption of artificial intelligence (AI) in smartphones, enhancing user experience through features like voice recognition and facial recognition. Sensor fusion technology is another trend, enabling devices to collect and analyze data from various sensors for improved functionality and accuracy. However, ongoing trade wars are posing challenges to market growth, with tariffs and import taxes affecting smartphone sales, particularly in key markets. These trends and challenges are shaping the future of the smartphone industry.

What will be the Size of the Smartphone Market During the Forecast Period?

Request Free Sample

The market continues to evolve, driven by advancements in telecom infrastructure and the proliferation of affordable handsets. Mobile phone users increasingly seek devices capable of leveraging 5G network technologies, with chipmakers responding by producing 5G chips for integration into mobile handsets. Android and Windows Phone operating systems dominate the market, while third-party originators challenge the status quo. Improved hardware and software capabilities enable advanced digital functions such as web browsing, music, video, gaming, and camera capability. The integration of artificial intelligence enhances user experience. Governmental assistance and the transition from feature phones to smartphones further fuel market growth. Overall, the market remains dynamic, with a focus on affordable, high-performance devices that cater to the diverse needs of consumers.

How is this Smartphone Industry segmented and which is the largest segment?

The smartphone industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Technology

  Android
  IOS
  Others


Price Range

  Between USD 150-USD 800
  Greater than USD 800
  Less than USD150


Screen Size

  Greater than 6 inches
  Between 5-6 inches
  Less than 5 inches


Geography

  APAC

    China
    India
    Japan
    South Korea


  Europe

    Germany
    UK
    France


  North America

    Canada
    US


  Middle East and Africa



  South America

    Brazil

By Technology Insights

The android segment is estimated to witness significant growth during the forecast period.

The Android operating system, provided by Alphabet Inc. (Google), is a globally popular choice for smartphones. With over 2.5 million apps available In the Google Play Store, users have access to a vast selection of applications catering to their diverse needs. Notable features of the Android OS include smart reply for messaging apps, focus mode options, Wi-Fi sharing via QR codes, and Google Assistant. Google offers essential web services such as Google Search, Google Maps, and YouTube free of charge. The Android OS's extensive feature set has contributed to its increasing popularity among consumers worldwide.

In addition, high-speed data connectivity and integration with Internet of Things (IoT) applications further enhance its appeal. Application developers create software for various lifestyle, social media, mobile utility, and other categories, ensuring a rich and diverse app ecosystem. The Android OS is written primarily in Java and C++, with support for in-app purchases and in-app course subscriptions.

Get a glance at the Smartphone Industry report of share of various segments Request Free Sample

The android segment was valued at USD 203.60 million in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 48% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

For more insights on the market share of various regions, Request Free Sample

The market in APAC has experienced substantial growth, with China, Japan, India, South Korea, and Indonesia being the primary contributors to revenue generation. The expansion of urban populations and the subsequent increase in disposable income have fueled the demand for smartphones In the region. Key drivers of this market growth include the advancement of telecom infrastructure and the emergence of affordable smartphone options. Major global smartphone manufacturers have established manufacturing facilities in China, Taiwan, South Korea, Japan, and India to cater to the increasing demand.

Additionally, digital information consumption, human-computer interaction advancements, and t

The Android smartphone operating system lost ground to iOS in the United States in the second half of 2019, falling from 65 percent in August 2019, to 52.7 percent in December. Apple iOS’s market share grew by 12.4 percent during the same period.

The rise of the smartphone

Smartphones have been around since the 1990s, but improvements in connection speed and the quality of devices has seen them become a part of daily life for an increasing number of people. The growth is expected to continue, with the number of smartphone users in the United States set to reach 290.64 million in 2024, an increase of 14.98 million users from 2020 onwards.

The massive rise in smartphone popularity is also a driving factor in changing the media landscape. Apps such as YouTube and Facebook reach 72 percent of the massive audience, making it a vital medium for media outlets and advertisers alike.

COVID-19: Market bouncing back

The coronavirus (COVID-19) pandemic had a significant impact on smartphone sales in the United States, both in terms of supply and demand. Early signs show that the market is bouncing back, with growth coming in the third quarter of 2020. The third quarter of 2020 is the only to demonstrate growth so far, with sales climbing 31 percent.

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.

United States Smartphone Market was valued at USD 68.64 billion in 2024 and is anticipated to grow USD 96.21 billion by 2030 with a CAGR of 5.85%

Pages	83
Market Size	2024: USD 68.64 Billion
Forecast Market Size	2030: USD 96.21 Billion
CAGR	2025-2030: 5.85%
Fastest Growing Segment	Online
Largest Market	South
Key Players	1. Apple Inc. 2. Samsung Electronics Co., Ltd. 3. Google LLC 4. Xiaomi Corporation 5. Motorola Mobility LLC 6. OnePlus Technology (Shenzhen) Co., Ltd. 7. TCL Technology Group Corporation 8. HMD Global Oy 9. Alcatel-Lucent S.A. 10. BLU Products LLC

Smartphone Market Outlook

The global smartphone market size was valued at approximately USD 520 billion in 2023, and it is projected to reach around USD 780 billion by 2032, with a Compound Annual Growth Rate (CAGR) of 4.6% during the forecast period. The growth of the smartphone market is driven by rapid technological advancements, increasing internet penetration, and growing consumer demand for high-performance mobile devices. As smartphones become more integrated into daily life, the demand for innovative features and seamless connectivity continues to propel market expansion.

The proliferation of 5G technology is a significant growth factor in the smartphone market. As 5G networks become more widespread, they enable faster data speeds and lower latency, enhancing the user experience for various applications, including streaming, gaming, and augmented reality. This technological advancement encourages consumers to upgrade their devices to take full advantage of 5G capabilities. Additionally, smartphone manufacturers are investing heavily in research and development to produce 5G-compatible devices, further fueling market growth.

Another critical driver of market growth is the increasing affordability and availability of smartphones. Manufacturers are now offering a wide range of devices at various price points, making smartphones accessible to a broader audience. Low-end and mid-range smartphones have seen significant improvements in terms of features and performance, attracting more cost-conscious consumers. This democratization of technology has expanded the market reach, especially in developing regions where smartphone penetration was previously limited due to high costs.

The integration of advanced features, such as artificial intelligence, augmented reality, and enhanced camera systems, also contributes to the growth of the smartphone market. Consumers are increasingly looking for multifunctional devices that can serve as tools for work, entertainment, and communication. Smartphones equipped with powerful processors, high-resolution displays, and sophisticated camera technology meet these demands, driving consumer interest and sales. The trend towards multifunctionality is expected to continue as manufacturers innovate to meet evolving consumer preferences.

Regionally, Asia Pacific is the largest and fastest-growing market for smartphones, driven by high population density, rapid urbanization, and increasing disposable incomes. Countries like China and India are significant contributors to market growth, with large numbers of new users entering the market. North America and Europe also exhibit strong growth, driven by high consumer spending and the early adoption of new technologies. Meanwhile, Latin America and the Middle East & Africa are emerging markets with significant growth potential, as improving economic conditions and increasing internet penetration boost smartphone adoption.

Operating System Analysis

The smartphone market is segmented by operating systems, including Android, iOS, and others. Android dominates the global smartphone operating system market, holding a significant market share due to its open-source nature and wide adoption by various manufacturers. Android's flexibility allows manufacturers to customize the user interface and features, catering to diverse consumer preferences. This widespread adoption is further supported by the availability of Android devices across all price ranges, from low-end to premium smartphones, making it accessible to a broader audience.

iOS, developed by Apple Inc., holds a substantial market share in the premium segment of the smartphone market. iOS is known for its seamless integration with other Apple products, high security, and consistent user experience. The brand loyalty of Apple users and the premium positioning of iOS devices contribute to its strong market presence. Despite being limited to Apple's devices, iOS continues to attract a significant number of consumers who prioritize performance, security, and ecosystem integration.

Other operating systems, such as HarmonyOS by Huawei and various Linux-based systems, hold a minor share of the market. These operating systems are often used in niche markets or by manufacturers aiming to create a distinct user experience. While their market presence is relatively small compared to Android and iOS, they offer alternatives for consumers seeking different features or enhanced privacy. The growth of these alternative operating systems is gradual, as they face the challenge of competing with the well

5G Smartphone Sales Market Outlook

The global market size for 5G smartphone sales is projected to witness substantial growth, with an estimated value of approximately $100 billion in 2023, and is expected to reach around $200 billion by 2032, growing at a compound annual growth rate (CAGR) of 8%. This growth is primarily driven by the increasing adoption of 5G technology across various industries and the rising demand for high-speed internet connectivity among consumers. The proliferation of 5G networks globally is facilitating enhanced mobile broadband services, ultra-reliable low latency communications, and the Internet of Things (IoT), all of which are contributing significantly to the rising sales of 5G-enabled smartphones.

One of the most significant growth factors for the 5G smartphone market is the rapid development and deployment of 5G infrastructure. Telecom companies worldwide are investing heavily in expanding their 5G networks, which is creating a robust ecosystem for 5G-enabled devices. The enhanced capabilities of 5G networks, such as faster download speeds, improved connectivity, and reduced latency, are increasing consumer interest and driving up demand for 5G smartphones. Additionally, governments in several countries are actively supporting the rollout of 5G technology by providing necessary regulatory approvals and facilitating spectrum auctions, further bolstering the market expansion.

The rising demand for high-speed internet and data transmission capabilities among consumers is another crucial factor propelling the growth of the 5G smartphone market. In an era where digital consumption is at its peak, consumers are heavily reliant on smartphones for streaming high-definition content, engaging in video calls, and playing online games, all of which require fast and reliable internet connections. The superior performance and seamless connectivity offered by 5G smartphones are meeting these consumer expectations, leading to a significant upsurge in their adoption. Moreover, the pandemic has accelerated the digital transformation, with many individuals and enterprises adopting remote working and learning solutions, which further necessitates the use of advanced smartphones equipped with 5G technology.

Technological advancements and innovation within the smartphone industry are also significant contributors to the market's growth. Smartphone manufacturers are continuously innovating to integrate advanced features and capabilities in their devices, such as improved cameras, enhanced processing power, and longer battery life, along with 5G support. These advancements not only enhance the overall user experience but also encourage consumers to upgrade to newer models, driving the sales of 5G smartphones. Furthermore, the increasing affordability of 5G smartphones, with manufacturers offering a wide range of options across different price segments, is making them accessible to a broader audience, further stimulating market growth.

From a regional perspective, the Asia Pacific region is expected to dominate the 5G smartphone market over the forecast period. The rapid urbanization, growing middle-class population, and increasing disposable incomes in countries like China, India, and South Korea are significantly contributing to the rising demand for advanced smartphones. Additionally, the aggressive 5G network rollout strategies adopted by telecom operators in these regions are creating a conducive environment for the proliferation of 5G smartphones. North America and Europe are also witnessing substantial growth, driven by the high adoption rate of new technologies and the presence of major smartphone manufacturers. Meanwhile, the Latin American and Middle East & African regions are slowly catching up, with gradual improvements in their 5G infrastructure and growing consumer awareness of 5G benefits.

Operating System Analysis

The operating system segment of the 5G smartphone market comprises mainly Android, iOS, and others. Android-based 5G smartphones hold a significant market share, largely due to their widespread adoption and the variety of models available at different price points. Android's open-source nature allows a plethora of manufacturers to produce diverse 5G-enabled devices, catering to both budget-conscious consumers and premium segment seekers. This flexibility and range make Android smartphones particularly popular in emerging markets, where economic diversity is wider. Moreover, the constant updates and improvements in Android OS enhance the user experience, further boosting their sales.

iOS, representing Apple’s iPhone

The global cell phone system market is experiencing robust growth, driven by increasing smartphone penetration, technological advancements (like 5G and foldable phones), and the rising demand for mobile connectivity across various sectors. While precise market size data for 2025 is unavailable, a reasonable estimation, considering typical market sizes for similar technology sectors and a projected CAGR (assuming a conservative CAGR of 5% based on industry trends), places the 2025 market value at approximately $1.2 trillion USD. This substantial market size is further fueled by the diverse applications of cell phone systems, ranging from consumer use to critical infrastructure in government agencies, military and defense, aerospace, and commercial sectors. The market is segmented by operating system (Android, Apple, Others) and application, reflecting the varied usage and technological landscapes. Key players like Apple, Samsung, and others continue to innovate and compete, shaping market trends and influencing consumer choices. Growth is expected to continue throughout the forecast period (2025-2033), although the CAGR may fluctuate depending on economic conditions and technological disruptions. Factors influencing the market include the ongoing development of advanced features (enhanced camera technology, AI integration, improved security), increasing affordability of smartphones in emerging markets, and the growing adoption of mobile-first strategies by businesses. However, potential restraints such as supply chain disruptions, geopolitical uncertainties, and the environmental impact of electronic waste need to be considered for accurate future projections. The market's regional distribution reflects global economic disparities, with North America and Asia Pacific typically leading in terms of market share due to high smartphone adoption and technological advancements.

Introduction

iPhone vs Android Statistics: ​Android and iOS are the leading mobile operating systems globally, each with distinct market shares and user demographics. As of February 2025, Android holds approximately 71.75% of the global mobile operating system market, while iOS accounts for about 27.78%. In the United States, iOS has a higher adoption rate, with a market share of around 58%, compared to Android's 42%.

Customer loyalty remains strong for both platforms; Android boasts a retention rate of 91%, slightly surpassing iOS at 86%. These figures underscore the competitive landscape of the mobile operating system market, with each platform maintaining a dedicated user base and varying regional dominance.​

The refurbished smartphone market size expects a considerable valuation bump, from US$ 80,415.90 million in 2024 to US$ 258,824.2 million by 2034. The updated report points to a CAGR of 12.40% CAGR from 2024 to 2034. That is a slight rise from the earlier CAGR of 11.90% observed between 2019 and 2023.

Attributes	Details
Market Size, 2023	US$ 71,735.90 million
Market Size, 2024	US$ 80,415.90 million
Market Size, 2034	US$ 258,824.2 million
Value CAGR (2024 to 2034)	12.40%

Category-wise Insights

Segment	Refurbished Smartphone (Product Type)
Value Share (2024)	54.60%

Segment	Individual User (Application)
Value Share (2024)	59.40%

Country-wise Insights

Countries	Value CAGR (2024 to 2034)
United States	7.30%
Germany	7.90%
Japan	17.70%
India	19.50%
Australia	9.10%

Apple is one of the most influential and recognisable brands in the world, responsible for the rise of the smartphone with the iPhone. Valued at over $2 trillion in 2021, it is also the most valuable...

Smart Phone Market Outlook

As of 2023, the global smartphone market had a market size of approximately $714 billion. With a projected compound annual growth rate (CAGR) of 7.1% from 2024 to 2032, the market is anticipated to reach around $1.2 trillion by 2032. The growth of the smartphone market is driven by rapid technological advancements, increasing consumer disposable incomes, and the growing need for connectivity and telecommunication. A surge in demand for advanced features and seamless integration with other smart devices is pushing the market towards new heights, while innovations in hardware and software continue to captivate consumer interest globally.

One of the primary growth factors in the smartphone market is the rapid pace of technological innovation. With each passing year, manufacturers are advancing smartphone capabilities, enhancing operational speed, camera functionalities, and power efficiency. The development of 5G technology is particularly noteworthy, providing faster data speeds and more reliable internet connections, which is expected to boost the sale and usage of smartphones. In addition, features such as foldable screens, augmented reality, and artificial intelligence are being increasingly integrated, making smartphones more versatile and appealing than ever. These innovations are attracting tech-savvy consumers and are a significant contributor to market growth.

Another crucial growth factor is the increasing purchasing power and disposable incomes in emerging economies. As more consumers in regions like Asia-Pacific and Latin America move into the middle class, their ability to purchase higher-end smart devices increases. This shift is accompanied by greater accessibility to financing options, making it easier for consumers to afford smartphones. Furthermore, as smartphones become a necessity for communication, work, education, and entertainment, their demand continues to rise. The proliferation of social media and mobile applications also drives consumers to continuously upgrade their devices to stay connected and engaged with the latest trends.

The expanding ecosystem of mobile applications and services is further enhancing smartphone demand. Smartphones have become central to our daily lives, offering services beyond just communication, such as mobile banking, shopping, gaming, and health tracking. The rise of app ecosystems for various functions increases the utility of smartphones, thereby encouraging consumers to invest in more sophisticated devices. Moreover, platforms that allow for a seamless integration of smartphones with other smart home devices, such as virtual assistants and smart TVs, are becoming more popular. This interconnectedness creates a robust demand cycle as consumers seek the latest technologies to enhance their digital experiences.

Regionally, the Asia-Pacific is a significant driver of the global smartphone market, accounting for the largest share due to the presence of major manufacturers and a vast consumer base. Countries like China, India, and South Korea are key contributors, with China alone contributing to a substantial portion of global smartphone production and consumption. North America and Europe also hold notable shares in the market, driven by high consumer spending capability and early adoption of advanced technologies. Meanwhile, Latin America and the Middle East & Africa are witnessing steady growth as telecom infrastructures improve and mobile adoption rates increase. Each region presents unique dynamics that influence the overall market trajectory.

Operating System Analysis

The smartphone market is significantly influenced by the operating systems they run on, with Android and iOS leading the segment. Android, known for its open-source platform, dominates the global market share with a wide variety of devices across multiple price points. Its ability to cater to both budget-friendly and premium segments allows it to reach a diverse consumer base. Android’s flexibility encourages a large developer community to create a plethora of applications, further enhancing user experience and driving demand. The continuous updates from Google ensure that Android remains competitive in terms of security and features, making it a preferred choice for many manufacturers and consumers alike.

iOS, exclusive to Apple's mobile devices, holds a significant share in the high-end segment of the market. Known for its seamless integration across Apple’s ecosystem, robust security features, and a user-friendly interface, iOS appeals to a loyal consumer base willing to invest in premium devices. The c

The percentage of U.S. adults who own a smartphone has more than doubled since 2011. Only 35 percent of all U.S. adults owned a smartphone in 2011, compared to 90 percent of adults who owned a smartphone, as of May 2023. The share of U.S. adults owning a smartphone increased by 55 percentage points the highlighted period. 

Higher smartphone usage with males and higher-income groups    

As smartphone penetration overall has increased over time in the United States, this trend can be observed in the split by gender as well. The penetration rate is not equally high though for both male and female users, as the usage amongst males is around five percent higher than amongst females in the United States.

The smartphone penetration rate in the United States correlates appears closely related to with household income in the United States. In households with an annual income of more than 50 thousand U.S. dollars the smartphone penetration rate is 90 percent or higher, while on the other hand smartphone ownership in households with an annual income below this threshold is below 80 percent.

Apple leader in U.S. smartphone market    

Apple is the leading vendor in the United States smartphone market with almost 50 percent of U.S. mobile phone subscribers using an Apple device. Although Apple is the leading vendor in the United States, the Apple iOS operating system has a lower market share than its main competitor Google Android. As the Android operating system is used by the vast majority of smartphone vendors other than Apple, it combines the share of popular brands such as Samsung, LG, and Lenovo/Motorola.

Between February 2016 and October 2024, 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 45 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 75 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 58.6 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 May 2019, 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.