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Apple grows iOS share in the UK

David Ludlow
5 Aug 2015
iPhone market share
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Strong iPhone 6 sales are helping to push adoption up

The latest sales data from Kantar World Panel has shown that Apple has returned iOS to growth in the big five markets in Europe, which includes the UK, Germany, France, Italy and Spain. According to the latest sales figures, ending in June, Apple had 34.1% of all smartphone sales in the UK, with Android taking 53.2%, which isn't surprising giving the range of handsets running Google's OS. Microsoft may be happy with the 11.3% share its Windows phones got, but Blackberry won't be too happy with the meagre 1.2% market share.

Apple's growth has come from strong handset sales, with the iPhone 6 and iPhone 6 Plus continuing to impress, giving buyers a choice of flagship handset to buy. Interestingly, Kantar's research showed a wider range of reasons as to why people choose iOS, with buyers interested in phone reliability, durability and the quality of the materials. In contrast, the big driver for Android sales in the big five European countries was simply screen size. 

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Figures from across the world showed the further consolidation of the Android market, with Samsung and LG in the US taking a whopping 78% of all Android sales. These figures show how tough it is for existing smartphone manufacturers to compete and for new ones to enter a market. Worryingly for Samsung, LG managed to nab more first-time buyers than Samsung did in the US.

Interesting times are coming, as all smartphone manufacturers look to push market share. Apple could have a strong end to the year with its iOS 9 due to launch alongside the iPhone 6S smartphone. With the new Move to iOS app for Android helping people move to an iPhone, we'll also see if Apple can tempt more people to its platform.

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