iPhone X boosts Apple OS share in key markets

Our latest smartphone OS data reveals that in the three months ending December 2017 iOS made an overall share gain of 0.7 percentage points to 24.8% across the big five European markets, despite market share falling by 2.4 percentage points in the UK.   

Strong results in Spain and Germany, where iOS is nearing a quarter of the market, were also replicated in urban China, Japan and Australia thanks to the performance of Apple’s newest three handsets. 

The flagship iPhone X made it into the top three best-selling devices in the month of December across Europe, urban China, Japan, Australia and the United States.  iOS loyalty reached a new high in the US – of iPhone owners who changed device, 96% bought another model from Apple – though its sales share fell 0.5 percentage points to 43.9% in the country.   

Despite a strong performance by iOS across most markets, Android losses have to some extent been cushioned by the rapid fall of Windows, whose share now stands at under 1% in all markets except Italy.  

Read the full commentary and data.