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Great iPhone 6 sales led to a decline in Android's market share across the globe

Posted: , by Chris P.

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Great iPhone 6 sales led to a decline in Android's market share across the globe
Research by Kantar Worldpanel's comTech arm shows an impressive spike in Apple's share of the smartphone market, specifically around the release of the iPhone 6 and iPhone 6 Plus. 

The numbers, representing Kantar's estimates for the 3 months leading up to this past October indicate a steep rise in Apple's popularity across major European markets (Germany, Spain, Italiy, UK, and France) compared with the same period last year – 5.9%, or 20.7% overall. In the same stretch, Android lost 2.6% (down to 69.4%) of its share and Windows Phone's piece of the pie shrank by 1.3% (down to 8.7%).

Not bad at all, but not exactly a mind-blowing jump, right? Especially knowing that Apple only has one major smartphone release per year, meaning that, naturally, fans flock to Apple stores in that particular trimester. Wrong. If you go through Kantar's data from previous years for that same time slot, you'll see that the markets the company tracks have seen far smaller jumps in iOS' share. In comparison, the hike this time around is pretty crazy. For example, in the UK, Apple's share went from 27.5% to just 28.7% in the three months leading to October 2013, while this time around we're looking at an increase from 27.1% to 39.5%. In the US, the iPhone 5s' release last year brought a relatively small increase in share for that same period – from 37.5% to 40.8%. In comparison, this year Apple went from 30.1% (after a steep decline) to 41.5% in the August-October window. Obviously, on the whole, the new iPhones mainly helped Apple regain lost ground in the States, but it is the iPhone 6 that was the main driver behind that growth.

Speaking of the US, Verizon and AT&T took a near equal share of iPhone 6 sales – 42.2% and 41.%, respectively – though Ma Bell sold 63% of all iPhone 6 Plus units in the US. That said, keep in mind that Apple's first phablet, is being outsold by a ratio of 1:3 in the US and 1:4 in the UK, which is consistent with expectations thus far.

You can make use of the embedded data visualization tool below yourself, but the point here is that the jump in display size with the iPhone 6 and 6 Plus has served Apple very well in terms of sales – 49% of folks that bought one of the new iPhones listed it as a top reason. All of this gets you thinking, what if Apple transitioned to larger-screened devices a year or two earlier?

Great iPhone 6 sales led to a decline in Android's market share across the globe


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posted on 03 Dec 2014, 09:08 3

1. chistoefur (Posts: 103; Member since: 05 Nov 2012)


No surprise here. Most of the common folk only really know about the existence of iPhone's, while some OEM's have been known to give Android a bad name. I wish Google could advertise Stock Android a bit more.

posted on 03 Dec 2014, 09:37 14

15. fzacek (Posts: 2486; Member since: 26 Jan 2014)


*cough* Samsung *cough*

posted on 03 Dec 2014, 10:57

31. Manti123 (banned) (Posts: 207; Member since: 10 Apr 2014)


Anyone knows what "other" stands for in Japan?
And what is that increase?

BlackBerry 10 is not supported there nor Firefox.

Is it Symbian? Lol

posted on 03 Dec 2014, 13:31 1

46. HansGoneInsane (unregistered)


Awesome statistics if you put yourself into the position of Apple, especially when you consider that Apple achieved this in just 1,5 months until End of October since launch of the iPhone 6. This pin points to incredible sales for the iPhone.

posted on 03 Dec 2014, 09:10

2. cezarmed2 (Posts: 69; Member since: 22 Jul 2014)


You have to make sure that at thar date,3 oct,apple launched iphone 6 in thise countries.if not,its not a valid argument.

posted on 03 Dec 2014, 12:57

40. Commentator (Posts: 3669; Member since: 16 Aug 2011)


That date means "three months ending October."

posted on 04 Dec 2014, 09:33

68. cezarmed2 (Posts: 69; Member since: 22 Jul 2014)


Wow Enstein,ending 3 october as i said. Q3 to be exact.
What i was pointing out is that iphone 6 launched in chine for example after 3 october. To evaluate something it should first begin to sell.

"On 17 October, the iPhone 6 went on sale in China, India and Monaco.
Israel follows on 23 October, and the Czech Republic, French West Indies, Greenland, Malta, Poland, Reunion Island and South Africa get the new iPhones on 24 October.

On 30 October, Bahrain and Kuwait markets get units. On 31 October, the iPhones come to Albania, Bosnia, Croatia, Estonia, Greece, Guam, Hungary, Iceland, Kosovo, Latvia, Lithuania, Macau, Macedonia, Mexico, Moldova, Montenegro, Serbia, South Korea, Romania, Slovakia, Slovenia, Ukraine and Thailand"

So yeah,the article is stupid.

posted on 03 Dec 2014, 09:11 9

3. aryanfr1 (Posts: 120; Member since: 24 Jan 2013)


But still its boring. I repent buying 6 plus. I don't know why I can't leave my s4

posted on 03 Dec 2014, 09:22 8

5. LiquidGalaxy (Posts: 327; Member since: 03 Jul 2013)


It's only 'boring' if you're the kind of geek who gets off on flashing and modding. Most of us don't care...They look good, feel good, you can play games on them, listen to music, text, call, facetime, take notes, voice record, take pictures / selfies, use social media, browse the net etc. etc. etc. What more do you really want?

posted on 03 Dec 2014, 09:29 2

9. aryanfr1 (Posts: 120; Member since: 24 Jan 2013)


Yes I agree with you. My capabilities are now limited and I only keep my phone for call. I was annoyed by the battery life of my Android phone so I didn't opt for Samsung Note 4 but know I am annoyed by the limitations of iPhone 6 plus. But strangely I don't have issues with ipad I love it.

posted on 03 Dec 2014, 21:51 1

59. Neo_Huang (Posts: 1067; Member since: 06 Dec 2013)


iPads are good because their apps have optimized interfaces for the size and aspect ratio. Its just to bad that there isn't split screen multitasking.

posted on 03 Dec 2014, 10:00 6

21. bestmvno (Posts: 251; Member since: 07 Mar 2014)


I don't think you need to get off on flashing and modding to find the iPhone boring. It's still just a screen full of apps that give you limited information until an app is launched. That is in fact boring and not useful to me. iOS has seemed to have started moving in a more "smart" direction though, at least now you have some sort of limited widget capability, same goes for contextual awareness.

posted on 03 Dec 2014, 12:20 3

37. Salazzi (Posts: 537; Member since: 17 Feb 2014)


False. Outside of those few things such as modding and flashing, I have found Android boring. Now for the record, I'm finding myself bored with all the ecosystems so it's not about some fictitious limitations you're claiming it to be. Having gone through almost 10 android devices in the past year, it's no more "exciting" than iOS.

posted on 04 Dec 2014, 23:26

70. NFSHesham (Posts: 262; Member since: 04 Feb 2014)


Try Blackberry 10

posted on 03 Dec 2014, 12:46 4

38. darkkjedii (Posts: 20023; Member since: 05 Feb 2011)


Why can't people understand that? Not everyone is a spec head/modder, some just want a good working phone that suits them. +1

posted on 04 Dec 2014, 23:27

71. NFSHesham (Posts: 262; Member since: 04 Feb 2014)


Blackberries are better and cheaper than iPhones

posted on 04 Dec 2014, 10:30

69. LiamBaby (Posts: 1; Member since: 04 Dec 2014)


Silly little iSheep

posted on 03 Dec 2014, 15:55

52. mrochester (Posts: 527; Member since: 17 Aug 2014)


Phones aren't meant to be entertaining. They're tools to get things done. If you're expecting it to be a 'toy' to keep you entertained, you're doing it wrong.

posted on 04 Dec 2014, 03:01

66. Gemmol (Posts: 788; Member since: 09 Nov 2011)


boring because you cannot customize, are you serious, so the other things the guy listed like play games, listen to music, text, call, facetime, take notes, voice record, take pictures / selfies, use social media, browse the net etc. etc. etc.....is boring, so instead of doing those with your freetime, you rather customize lol......i am curious do other people do this with their android, instead of doing other things, they would just play with their phone customizing to pass time?

posted on 03 Dec 2014, 09:16 19

4. RareCandy (banned) (Posts: 61; Member since: 20 Nov 2014)


Consumers are getting smarter and ditch android for a manly looking iPhone :)
Go Apple!! :)

posted on 03 Dec 2014, 09:25 14

7. aryanfr1 (Posts: 120; Member since: 24 Jan 2013)


What a opposite thought. Consumers are getting dumb like me. I too bought a dinosaur and only I can do is make call and play some games. Yes its easy but it lacks customization and also being an Android I can explore the phone than I can on the ios

posted on 03 Dec 2014, 09:26 8

8. RuiBacelar (Posts: 153; Member since: 25 Feb 2014)


My words on your statement cannot express the implicit dumbness that I felt while reading "manly looking".

IDK but real man don't Bend!

posted on 03 Dec 2014, 09:34 6

13. RareCandy (banned) (Posts: 61; Member since: 20 Nov 2014)


Real man aren't straight like you either :)
Real man love curvy things like me :)

posted on 03 Dec 2014, 09:37 18

14. HugoBarraCyanogenmod (Posts: 1035; Member since: 06 Jul 2014)


Not sure your definition of man is similar to your avatar

posted on 03 Dec 2014, 09:44 2

16. aryanfr1 (Posts: 120; Member since: 24 Jan 2013)


Hahaha nice catch bro. Egale eyes.

posted on 03 Dec 2014, 13:24

44. mrblah (Posts: 576; Member since: 22 Jan 2013)


"Egale eyes"

posted on 03 Dec 2014, 21:39

58. aryanfr1 (Posts: 120; Member since: 24 Jan 2013)


He stated on his avtar so I called him eagle eyes

posted on 03 Dec 2014, 09:59 3

20. RuiBacelar (Posts: 153; Member since: 25 Feb 2014)


If by curvy things you mean floppy meatrolls :p

One thing about iphone, the 6 is simply too expensive and flimsy IMO. Try a Xperia Z3, the white one in particularly is way better constructed than the iPhone.

Do i need to state the IP certification or the marathon grade battery?

Sorry but the price tag and the protrudering cam killed the iphone IMO

posted on 03 Dec 2014, 09:32 2

11. sgodsell (Posts: 3324; Member since: 16 Mar 2013)


I think the new droid turbo looks more manly with its Kevlar back. Not to mention its specs are superior to any iPhone.

posted on 03 Dec 2014, 15:56 1

53. mrochester (Posts: 527; Member since: 17 Aug 2014)


It's just lacking in the OS department.

posted on 03 Dec 2014, 09:56 1

19. JunitoNH (Posts: 1654; Member since: 15 Feb 2012)


This was expected with the release of a larger screen, and I'm sure Apple pay its leading the charge. I know many will disagree with me. Android does many things, has many features, but don't do many well. Once you get past the stages of customizing, widgets and the likes. At the end, all most want is a reliable, dependable device.

posted on 03 Dec 2014, 10:52

30. Doakie (Posts: 1886; Member since: 06 May 2009)


I agree that the spike was expected with the larger screen size. There was pent up demand for a larger grid of dumb icons.

But it's great, now I'm recommending the iPhone 6 and 6 Plus to computer illiterate people who desire a larger phone. When people asked for a recommendation before and needed a large screen I always had to recommend them to a more complex and capable device like the Note series which they were often too illiterate to use to its potential. Now they're happy with their simple grid of icons. No complex Back, Home and Recents buttons... Just a simple home button to start the "icon mash" process over. I especially love the fact that if they need help I just tell them "I dont know iPhone, go to the Apple Store they have a help desk there..."

posted on 03 Dec 2014, 15:58 1

54. mrochester (Posts: 527; Member since: 17 Aug 2014)


It's great being able to recommend a better designed product for people. None of this complex and pointless rubbish like you get with Android devices.

posted on 03 Dec 2014, 19:39

57. alrightihatepickingusernames (Posts: 474; Member since: 29 Dec 2013)


In all seriousness I would say the screen size was the most important factor. If better software was TRULY an issue on either side there would be similarly pronounced trends pointing towards a change in market share relative to new OS versions. (Although because Apple releases new software with their new devices this may be nearly impossible to determine) Also, if software had more impact than hardware, fewer consumers would have been using Android because of its larger screens, instead favoring iOS, despite the small screen sizes.

The larger-screen iPhones will continue to disrupt the market until the majority of consumers looking for a larger screen iPhone buy one. At that point the market share changes will slow down again. (relative to the changes described in this article) Much like they had been this year prior to the iPhone release.

At that point my guess is that either software will become a more pronounced determining factor, or new hardware features (Fingerprint scanners? Waterproofing? Bendable displays? Who knows?) will disrupt market share.

Ahhh the interesting future of mobile tech :)

posted on 03 Dec 2014, 09:25 9

6. android_hitman (unregistered)


Jesus, that's hardly a change! The article sounded like Apple rulles the planet.

posted on 03 Dec 2014, 09:29 4

10. ArtSim98 (Posts: 3535; Member since: 21 Dec 2012)


Lol I like the way Japan is going ! Go Nippon ! ^_^/

posted on 03 Dec 2014, 10:09 4

23. LAKAME_MAN (Posts: 46; Member since: 31 Jan 2013)


For some reason seeing iOS's market share fall in Japan YOY makes me so happy :P

posted on 03 Dec 2014, 09:33 1

12. nasznjoka (Posts: 396; Member since: 05 Oct 2012)


That's not a suprize it's been like this for years. Around the HYPE TIME ios gains and android loses all the time

posted on 03 Dec 2014, 13:07 2

41. Commentator (Posts: 3669; Member since: 16 Aug 2011)


But the chart is comparing one timeframe this year to the exact same timeframe from last year, ie the three months leading up to October. Thus, "hype time" doesn't factor in, if hype time is the same year-to-year (which it has been.)

They're not comparing market share change from, for example, March to October.

posted on 03 Dec 2014, 09:47

17. Taters (banned) (Posts: 6474; Member since: 28 Jan 2013)


If they transitioned earlier it would be better for the competition actually. They would have used up their last card earlier. They are done now but it would have been better if they played their final hand earlier.

posted on 03 Dec 2014, 09:50 2

18. silencer271 (Posts: 254; Member since: 05 Apr 2013)


lol if you add up all the markets the changes are almost NOTHING. Iphonearena wins again.

posted on 03 Dec 2014, 13:18 2

43. Commentator (Posts: 3669; Member since: 16 Aug 2011)


The average increase in percentage for iOS across these ten markets is 2.4%.

Please, introduce me to a marketing executive at any multi-billion dollar company who thinks a 2.4% increase in a crowded and ultra-competitive marketplace is "nothing."

posted on 03 Dec 2014, 10:07

22. KickRocks (Posts: 164; Member since: 22 Mar 2011)


There is nothing appealing about an iphone except the build and look and lately you can't even say the build. Consumers will continue to buy iphones because of the social status (Cool factor) and apple marketing. Period. Iphones are not better they are just marketed better.

posted on 03 Dec 2014, 10:16 5

24. aBoss (Posts: 105; Member since: 15 Sep 2014)


Wow in Italy Windows Phone has a bigger market than IOS. I love Italy!

posted on 03 Dec 2014, 10:30 2

26. Palladium (Posts: 21; Member since: 09 Nov 2013)


Actually Apple can less about about market share as long as they sell more phones in absolute numbers over previous models while still locking up the vast majority of handset and app market profits. Even as a Android i user, I know this is only winning high-margin smartphone business strategy.

posted on 03 Dec 2014, 10:51 1

29. tedkord (Posts: 10607; Member since: 17 Jun 2009)


Oh, Apple cares about market share. Trust me. They care a lot.

posted on 03 Dec 2014, 10:32 2

27. hellbread (Posts: 309; Member since: 21 Nov 2014)


I really dont get it why you always argue about which phone is better. Iphone is great phone. Note series are great. Galaxy S series are great, Lg G2 and G3 also. Htc one, xperia Z series... Every phone of those are excellent. I had iphone since 2008, all models except last one. After had xperia z2 shortly and now galaxy alpha. Trust me, I can do all things on all phones.
I like ios for some things and android for other thing. I hate seeing this war every time something new is written. Like you live from hating other companies.
Look, they are here to take your money anyway, for something you dont really need...

posted on 03 Dec 2014, 10:45

28. sprockkets (Posts: 1611; Member since: 16 Jan 2012)


Really don't care. Why? Cause then I won't have to hear about the big bad google having 90% of the market and "abusing" their "monopoly".

posted on 03 Dec 2014, 11:08 3

32. gagakiller (banned) (Posts: 176; Member since: 08 Oct 2014)


Sorry droids I know this news is sad for you but it's a fact. The king has SLAYED the entire existence of other smartphones

posted on 03 Dec 2014, 21:53 1

60. Neo_Huang (Posts: 1067; Member since: 06 Dec 2013)


Slayed? Android's market share is still over three times as much as iOS', and that's just the European market.

posted on 03 Dec 2014, 11:26 4

34. TimCook (banned) (Posts: 450; Member since: 23 Oct 2014)


Apple is simply the best and people really love it,

posted on 03 Dec 2014, 14:16 4

50. nasznjoka (Posts: 396; Member since: 05 Oct 2012)


its hype driven

posted on 03 Dec 2014, 11:32 1

35. Loubielou (Posts: 504; Member since: 11 Jul 2012)


Then in 2015 when the New Android Smartphones are released we will see the Quick Turn around the Decline in Apple,Apple released there iPhones after the boom of of the Android Smartphones was Slowing,when we get the M9 the Z4 and the Galaxy S6 then Apple will panic and release the iPhone 6s as there iPhones will not be so popular

posted on 03 Dec 2014, 12:17

36. kurama. (Posts: 85; Member since: 13 Sep 2014)


Well it's obvious whenever there flagship is released there market goes up it will go down once samsung s6 is released than that will go down when ip7 is released. Vicious circle

posted on 03 Dec 2014, 12:49 5

39. darkkjedii (Posts: 20023; Member since: 05 Feb 2011)


Plenty of great phones to go around, just buy what best suits you and enjoy it.

posted on 03 Dec 2014, 13:56 3

49. hellbread (Posts: 309; Member since: 21 Nov 2014)


Yep, that's what I was talking about earlier.

posted on 03 Dec 2014, 13:12 2

42. wando77 (Posts: 813; Member since: 23 Aug 2012)


Looks like the brits are as retarded as the Americans

posted on 03 Dec 2014, 13:29

45. mrblah (Posts: 576; Member since: 22 Jan 2013)


"retarded" is not ok.

posted on 03 Dec 2014, 13:33 1

47. Commentator (Posts: 3669; Member since: 16 Aug 2011)


Chris, you should really consider changing the title of this article. Across these ten markets, Android actually averaged out to GAIN roughly 0.7% market-share. Granted, obviously not all markets represent the same population numbers, but there's no data suggesting that Android actually lost market-share. Apple simply outpaced them.

posted on 03 Dec 2014, 13:39 1

48. Commentator (Posts: 3669; Member since: 16 Aug 2011)


As an addendum, I mistakenly included the EU5 as a separate market, but it is simply the combination of GB, France, Spain, Italy, and Germany. Therefore, Android's actual gain comes out closer to 0.95% market-share.

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