Apple iPhone releases boost iOS sales share in the UK by 1.7pc

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iPhone 5s outsold the iPhone 5c by three to one in the three months to the end of October, but manufacturer’s OS sales share is still four per cent lower compared to last year 

The release of the Apple iPhone 5s and 5c have helped boost the manufacturer’s OS market share by 1.7 per cent in the UK over the past four weeks.

This is according to the latest figures from Kantar Worldpanel ComTech, which shows that for the three months ending October 31, Apple’s share was 28.7 per cent compared to 27 per cent for the three months ending 30.

However, despite the increase over the past month, it is still four per cent less than the 32.7 per cent share Apple held during the same period last year.

Kantar also said that the higher end iPhone 5s (pictured left) outsold the iPhone 5c (pictured right) by three to one in the UK in the three month until the end of October.

Android has maintained its position as the leading OS in the UK, with a share of 55.6 per cent. This is up 1.6 per cent from last year but down 2.8 per cent from the previous three month period.

Share of Windows Phone sales rose half a percentage point from the three months to the end of September to 11.9, with share almost trebled from the 4.6 per cent figure recorded last year. BlackBerry’s share was up marginally by 0.2 per cent to 3.3 per cent from the previous period.

Smartphone penetration remained unchanged at 68 per cent, with the number of devices sold being smartphones decreasing by 0.1 per cent to 86 per cent.

Across the five major European markets (UK, Germany, France, Italy and Spain), Android also maintained its lead, accounting for more than two thirds of sales share (70.9 per cent). However, this is down by a percentage point from the previous period but still an increase of 6.4 per cent from last year.

iOS share rose 1.2 per cent from the three months to the end of September to 15.8 per cent but this was down by five per cent from last year. Windows Phone share was up 0.4 per cent from the last period and by 5.4 per cent from last year to 10.2 per cent. Black|Berry’s share fell 0.5 per cent from the last period and by 3.4 per cent from last year to 1.8 per cent.

Kantar strategic insight director Dominic Sunnebo said: “In almost all markets, the iPhone 5S and 5C releases have given iOS a significant bounce compared to the previous month.  Generally, Apple’s share of the market still remains lower than when the iPhone 5 was released, although this is not wholly unexpected as shoppers tend to react more positively to ‘full’ releases than incremental improvements such as the 5S and 5C.

“However, the new releases have led to spectacular results in certain markets.  In Japan, where the iPhone is now available via the country’s largest carrier NTT DoCoMo, Apple’s share hit 76.1% during October.  In the US, Apple’s October share reached 52.8%. Mainland Europe remains more challenging for iOS, particularly in markets like Italy and Germany where handset subsidies are far lower. Britain is more positive; iOS sales share is now at 28.7% for the last 3 months, with sales driven by the higher-end 5S model which has outsold the 5C by three to one since their release.”

“Momentum for Windows Phone is continuing, although its growth remains reliant on low-end handsets.  In Britain, almost three quarters of Nokia Lumia sales in the latest period were low-end devices such as the Lumia 520 and 620 – a pattern that is similar across other EU markets.”

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