According to Kantar’s figures for the last quarter of 2017, Android and iOS still gain market share in the top 5 European countries (UK, Germany, France, Spain and Italy). Up 1.1% (74.2% overall) for Android and 0.7% (24.8% overall) for iOS. At the French level, iOS dropped by 0.4 points, while Android increased by 3.4%. Apple’s mobile operating system also fell sharply in the UK (-2.5 points). According to the analyst firm, these numbers can be explained by several compatible phenomena.
Android vs iOS: Apple’s market share growth confirms iPhone X ‘half fail’ theory
For one, both Android and iOS still benefit from the erosion of Windows Mobile’s market share. In France, from one year to the next and in the quarter under review, Windows fell from 3.3% to 0.2% of market share. There is also the Chinese market, which drives Apple higher this quarter. Finally, Kantar makes an assumption that might cause too much ink to spill: The iPhone X would be far from a failure without unprecedented success. Note that at this time we still don’t have the official figures to really know the performance (or poor performance) of the latest iPhone.
Kantar also highlights an important indicator: the loyalty of users of Apple products. Especially in the United States, 96% of those who own an iPhone continue to prefer a new iPhone when the renewal issue arises. And the study’s authors conclude:The full results for the last quarter of 2017 suggest that Apple’s decision to launch three new smartphones in a short period of time, including the ultra-high-end iPhone X, was wise. […] The flagship model is still expected to be the best seller in developed markets, but with the price of the iPhone X, real-world pricing issues come into play. the game“.
On the contrary In December, the iPhone X was among the top 3 selling smartphones in all major regions.“. The authors of the study also insist on Samsung’s good figures for the last quarter of the year: “In Europe, Samsung enjoyed strong performance with 2.2pp market share [31.3% au total] which puts it not only behind Apple but also Huawei.“.
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