iOS share hit 12 month low in US ahead of iPhone launch

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Share fell to 28.4 per cent according to latest figures from Kantar as users awaited the release of the new models

Apple iOS market share in the US reached its lowest point in 12 months prior to the release of the iPhone 6s and 6s Plus last month.

This is according to the latest smartphone sales data from Kantar Worldpanel ComTech for the three month ending August 2015, which attributed the fall to consumers waiting for the new models.

At the end of the three month period, iOS share in the country stood at 28.4 per cent – down 2.1 per cent year-on-year.

Kantar said that 11 per cent of iOS owners told it in August that they planned to replace their current phone in the next three months, while 87 per cent of these said Apple is their preferred brand.

Android continued to dominate the US market by accounting for more than two thirds (66.9 per cent), which was up by 2.5 per cent from last year.

Kantar chief of research Carolina Milanesi said it is to be expected that in the three months proceeding the launch of the new products, Apple iPhone sales would be weaker.

Samsung Galaxy S6 and S6 edge
Samsung Galaxy S6 and S6 edge

In April through August – the months following the launch of Samsung’s Galaxy S6 flagship models – 29 per cent of the manufacturer’s installed base in the US upgraded to new devices. Among those, 23 per cent changed to a Galaxy S5, four per cent to a Galaxy S6 and one per cent to a Galaxy S6 edge.

In the UK, Android continues to lead the market with share of 54.1 per cent, despite a fall of 5.2 per cent from a year ago.

In contrast to the US, iOS share rose 5.8 per cent to account for over a third of the market (33.7 per cent), while Windows saw its share rise marginally to 11.3 per cent.

Across Europe’s five big markets, which Kantar classes as the UK, Germany, France, Italy and Spain, Android accounts for nearly three quarters (72.2 per cent), despite seeing share fall 3.3 per cent year-on-year.

Share for iOS increased 2.4 per cent to 16.2 per cent, with Windows share up 1.6 per cent to 11 per cent.

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