Microsoft’s Windows is the most widely used computer operating system in the world, accounting for 67 percent share of the desktop, tablet, and console OS market in August 2024. Apple’s macOS ranks as the next most widely used operating system, while its iOS mobile operating system, the standard installation on all iPad devices, ranks fourth. Linux OS versions serve as the primary option for users who prefer open-source software and intend to avoid the influence of major OS developers. Operating Systems Operating systems serve as the underlying platforms which connect computer hardware and software. They provide users with the graphical interface through which they issue commands and perform tasks on electronic devices. Billions of people make use of these devices and their operating systems on a regular basis, meaning that the companies that develop these widely used technologies have a great deal of influence on the daily lives of internet users around the world. Although Microsoft Windows is the clear leader in terms of desktop operating systems, the company’s mobile device operating system failed to make a successful transition into the smartphone market, where Android and iOS are essentially the only two options.

In 2019, the Windows operating system was used on 72.1 percent of servers worldwide, whilst the Linux operating system accounted for 13.6 percent of servers. Compared to 2018, both companies experienced an increase to their overall market share.

In December 2024, nearly 80 percent of Polish tablet users stated that their devices ran on the Android operating system.

Smartphones running the Android operating system hold an 87 percent share of the global market in 2019 and this is expected to increase over the forthcoming years. The mobile operating system developed by Apple (iOS) has a 13 percent share of the market.

How Android became the market leader Android’s global success can in many ways be attributed to its open-source software that can be installed on all smartphone devices for free. Developed by Google, the open code provides manufacturers the freedom to choose which apps are pre-installed on their devices, and they can customize layouts to create unique experiences for users. The first commercial version of the Android software was released in 2008 and its rise to market leader was almost instant. The platform held a four percent share of the global operating systems’ market in 2009, but this figure increased by around 20 percent each year for the next three years.

The global smartphone market Annual sales of smartphones have increased to around 1.56 billion units worldwide. They are now available to everyone and not just those with wealth. The cost of buying a smartphone has continued to fall each year, with the global average price now being around 215 U.S. dollars. Fierce competition within the smartphone market could be one reason why prices are falling. Samsung (South Korea) and Apple (U.S.) have historically held large shares of global smartphone production, but Chinese brands Huawei, Xiaomi, Oppo, and Vivo are now offering alternative devices that are proving popular worldwide.

Microsoft's Windows was the dominant desktop operating system (OS) worldwide as of March 2025, with a market share of around 72 percent. Apple’s Mac operating system has gained market share over the years, growing to command around a fifth of the market. Linux and Google's Chrome OS have retained small but stable market shares in recent years. Different versions of Microsoft Windows From its initial release in 1985, Microsoft Windows has gone through endless mutations. Notable versions include Windows 95, Windows XP, and Windows 7. Windows 11 is the newest addition to the family, being able to run on PCs, tablets and embedded devices. In 2022, approximately 65 million PCs were shipped with Windows operating systems installed. Apple’s Mac operating system With an equally long history, Apple’s Mac operating system (macOS, previously Mac OS X and OS X) has also evolved through numerous releases. The most recent version, macOS Ventura, is the nineteenth release of macOS. A older version of macOS, Catalina, is currently the most popular macOS, now run on 87.4 percent of Apple computers as of January 2023. macOS runs on Apple’s Mac computers, including the MacBook, which is Apple’s laptop PC product including the MacBook Pro and MacBook Air, and the iMac – Apple’s desktop computer.

In 2023, Windows was the leading desktop operating system in Italy with a 76 percent share of the market. Window's market share has, however, decreased since the start of the given period in 2010 when they obtained 91.93 percent of the market.

PC market in Italy

As a result of the events of the past years, the revenue of the PC market in Italy fluctuated. By 2024, it is forecast to reach under four billion euros. Naturally, the share of personal computer users in Italy also increased, going from 54.9 percent in 2019 to 57.2 in 2022. Most of them were aged between 20 and 24 years old and were university or Ph.D. students.

Italian tablet market

Despite their initial popularity, tablet market revenue is expected to fall in the next years. For instance, in 2028, such revenue is expected to amount to around 760 million U.S. dollars, down from over 921 million U.S. dollars in 2016. Tablet users in Italy mostly owned Apple and Samsung tablets, with Samsung occupying over 36 percent of the tablet vendor market with Android being the most used tablet operating system.

In March 2024, devices running on 13 version of the Android OS accounted for nearly 30 percent of all web traffic generated by Android OS devices in Mexico, making the version the most popular in the country. It was followed by the 12 version of Android OS, totaling a market share worth over 19 percent.

Windows 10 is the most popular Windows desktop operating system, accounting for a market share of around 54 percent as of March 2025. The share of devices running the older Windows 7 OS has slipped over the past year, with the newer Windows 43 running on around 31 percent of devices. A global dominance in computer operating systems Microsoft’s Windows is the most widely used computer (desktop, tablet, and console) operating system (OS) in the world with more than 68 percent of the market share. It's closest competitors — Apple's macOS and iOS — hold a combined less than 20 percent of the market. Despite its dominance in the computer OS market, Microsoft has been unable to have the same impact on the mobile OS market, where Google’s Android and Apple’s iOS split the market with a combined share of over 99 percent. Operating systems   Operating systems are the underlying platforms connecting computer hardware and software. They provide users with the graphical interface that enables them to issue commands and perform tasks on electronic devices. Almost every device today — from smartphones and desktop computers, to graphical calculators — requires an operating system to function.

In 2023, Windows was the most affected operating system by ransomware attacks, accounting for 92 percent of attacks, up from 71 percent in 2022. Additionally, five percent of attacks targeted MacOS, the operating system developed by Apple for its line of Mac computers.

In October 2024, Android concentrated over 82 percent of the mobile operating system market in Brazil. Apple's iOS held a share of nearly 17 percent and was the only other system with a share larger than ten percent at that point in time. In 2019, Brazil was among the largest economies worldwide with an iOS adoption rate below 15 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 nine 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 2,000 U.S. dollars in 2019. Meanwhile, in the first quarter of 2020, devices priced below 1,500 Brazilian reals accounted for almost two-thirds of the smartphone sales in Brazil. At March 31, 2020 exchange rates, that was equivalent to about 290 dollars.

Google's Android dominates the mobile operating system market in Asia. As of November 2024, its market share reached around 83 percent. Apple's iOS accounted for approximately 17 percent in the same month, with the rest of the operating system vendors sharing less than one percent of the market.

As of September 2024, Android 13 was the most popular mobile Android version, holding roughly 30 percent of the market. Android 14 followed, occupying around 18 percent of the market. Android 12's market share decreased from 22 to 16.5 percent of the market.

Apple’s iOS led the Italian mobile operating system (OS) market until 2013. That year, Android took over. The years from 2010 to 2014 were the period of steepest growth for Android. In the following years, Google's OS Android continued to gain market share, albeit at a slower pace. In 2023, Android occupied a market share of under 70 percent, decreasing from the previous year.

Apple’s competitors

Apple’s market share showed a fluctuating trend in the 2022. In line with the European average, the majority of smartphones used in Italy were running on Android in 2023.

A new OS on the horizon

As a consequence of the Huawei U.S. ban, Google refused to renew Huawei Android license in May 2019. In August 2019, the Chinese manufacturer announced its operating system, Harmony. Huawei had a great customer base in Italy. However, the odds that Harmony will manage to disrupt the mobile OS market are low: in the past, Microsoft and Blackberry's attempts to launch alternative operating systems failed to take off.

As of the first quarter of 2024, mobile devices (mobile phones and tablets) running on Android OS accounted for 84.38 percent of the mobile traffic generated by mobile devices in South America, making the operating system the most popular in the region. iOS ranked second with a market share worth slightly above 15 percent.

In 2023, Android held a nearly 80 percent share of the global smartphone OS market. Android's smartphone sales has been decreasing gradually since 2019, when it held a staggering 87 percent of the market, due to Apple's smartphones' increasing share.

Why is Google’s Android OS dominating the market? One reason for Android’s large market share is that it is an open-source platform, allowing mobile phone manufacturers to use and adapt the operating system for their own devices. Samsung, who run their own customized version of the Android operating system, currently have the largest share of global smartphone sales by vendor. In contrast, Apple’s iOS software is a closed-source platform, meaning they can control the user experience and make it available exclusively on their mobile devices, including the iPhone and iPad. This model has also proved profitable: Apple generated 69.7 billion U.S. dollars in revenue from iPhone sales alone in the first quarter of 2024.

Changing trends in mobile OS market Android and iOS are the leading mobile operating systems today, but back in 2009 the market was much different with Symbian and RIM (Research In Motion) holding close to 70 percent of the sales market share. Symbian operated on Nokia, Samsung, and Sony Ericsson devices, while RIM only functioned on BlackBerry smartphones. Both developers were slow to anticipate the changes within the mobile operating systems’ market and were ultimately left behind by the innovative approach of Apple and Google.

The most used operating system by smartwatches worldwide is Apple’s watchOS, which is exclusively installed on the Apple Watch. The operating system held a 16.2 percent share of the overall wearables market in 2018 and this share is expected to grow by a further one percent over the coming years.

The big Apple

The Apple Watch is exclusively installed with watchOS: an operating system based on the iOS mobile operating system for the iPhone. The two systems share many similar features and as a result the choice of smartwatch for iPhone users is simple: Apple Watch. The fifth generation of the Apple Watch was released in September 2019 and comes pre-installed with watchOS 6. The new software enhances the Siri virtual assistant and introduces a new app to improve hearing health. Apple will hope sales of its smartwatch continue to increase revenue within its wearables, home, and accessories division.

The best of the rest in the OS market

Samsung have increased their share of shipments in the smartwatch market and look set to be the biggest competitor to Apple. Their smartwatches run using the operating system Tizen, which is compatible with Android smartphones and also pairs with Apple iPhones. Google’s Android OS dominates the global smartphone operating systems market, but its share of the smartwatch market is significantly smaller. Released as Android Wear in 2014, Google rebranded the software to Wear OS in 2018 to highlight the software’s ability to work with both Android and Apple smartphones. The operating system is currently running on smartwatches developed by companies including Fossil, Skagen, and Mobvoi.

In 2020, the global notebook PC market was dominated by the Windows operating system (OS), with 75.2 percent of the market. However, it is worth noting that from 2019 to 2020, the Chrome operating system for notebook PCs gained some traction in the global market, while both Windows and MacOS saw a slight decrease in their market shares.

Android was the unquestioned leader of the mobile operating system (mobile OS) market in 2018, with 88 percent of all devices sold running the Android system.

Mobile OS ecosystem

Smartphone operating systems, often referred to as smartphone OS, are operating systems that operate smartphones, PDAs, tablets and other mobile devices. An operating system allows these devices to run applications and programs, therefore, bringing advanced functions to mobile devices that were previously restricted to desktop computers.

The now-discontinued OS Symbian was the first popular smartphone operating system in the world. With the launch of Ericsson‘s R380 in 2000, Symbian became the first modern mobile OS on a smartphone. By 2009, Symbian accounted for nearly half of the global smartphone operating systems market, while RIM/Blackberry, also a pioneer in this market, held around 20 percent of the share. Despite the early start, both Symbian and RIM have been almost driven out of the market as new operating systems were released. Apple introduced its first iPhone model to the consumer market in 2007, revolutionizing the market. Prior to the launch of Apple’s iPhone in 2007, smartphones were a rather niche product and had not yet attained mass appeal.

As of 2020, Apple's iPhone held the third largest smartphone market share. Since 2011, Apple’s iOS market share has varied between 14 and 21 percent.

Android's market share of mobile operating systems in the Netherlands increased constantly since 2010 until 2019, when it started decreasing, and as of 2023 it stood at 56.66 percent. On the other hand, iOS constantly decreased after 2010. With recent increments, however, iOS accounted for a market share of around 42.7 percent in 2023.

In March 2024, Android was the operating system with the highest market share in Mexico, accounting for over 44 percent of the web traffic in the region. Windows ranked second, with a market share of 33.1 percent in the North American country.