Apple market share grows across Europe, US and China; Android, Samsung share drops

The latest smartphone sales data from Kantar Worldpanel ComTech, for the three months ending November 2014, shows that the impact of the iPhone 6 and 6 Plus launch continued in the run up to Christmas with iOS growing its market share in all surveyed countries except for Japan where performance in 2013 had been boosted by the addition of NTT DoCoMo as a carrier partner.

“While remaining the dominant global OS, Android’s market share dropped in most European markets and in the US where the decline was the first since September 2013,” said Carolina Milanesi, Chief of Research at Kantar Worldpanel ComTech, in a statement. In the three months ending November, Samsung particularly felt the pressure and saw its market share decline across Europe and in the US. By contrast Motorola’s share grew thanks to the refresh of the Moto X and Moto G offering good value for the money.

Across Europe*, Android dropped 3.2 percentage points versus the same period in 2013. “Great Britain saw the strongest share decline for Android at 6.7 percentage points”, said Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech Europe, in a statement. Apple’s market share gain, triggered by the iPhone 6 and 6 Plus launch, continued into November when it reached 42.5% of British sales for a growth of 12.2 percentage points year-on-year mainly at the expense of Android. “The longer the new iPhone models are on the market the more their appeal will extend beyond Apple’s loyal customers. For now customer switching from Android to iOS remains stable at 18%,” added Sunnebo.

In the US, Apple reached 47.4% of sales, 4.3 percentage points higher than the same period in 2013. “The iPhone 6 was the best selling phone in the three months through November 2014, capturing 19% of smartphone sales,” said Milanesi. Verizon and AT&T made up 57% of iOS sales while Verizon and T-Mobile were the top two carriers for Android accounting for 33.7% of all Android smartphones sold.

smartphone sales data from Kantar Worldpanel ComTech 3m/e Nov

In urban China, Android retained its leading position with a market share of 80.4%. “The wide variety of products offered by local manufacturers continues to push Android’s share,” said Tamsin Timpson, strategic insight director at Kantar Worldpanel ComTech Asia, in a statement. “Xiaomi remains the biggest contributor to Android’s success as it averaged 30.2% of sales in the three months ending in November, an astonishing 18 percentage point rise over 2013,” added Timpson. Apple sales saw a small increase of 1.1 percentage points, which brought Apple’s share of the smartphone market in urban China to 18.1%. China Mobile remained Apple’s main channel with sales through the largest Chinese carrier accounting for 63% of Apple’s overall sales.

Smartphone penetration reached 58% in the US and 65% across Europe’s big five economies. “While die-hard featurephone owners state they are not planning to buy a smartphone in the next 12 months, they might not have a choice as vendors continue to transition their portfolio away from featurephones to smartphones”, concluded Milanesi. Forty-seven percent of featurephones owners looking to change their current device in the next 6 months in the US and 35% across Europe top 5 are not planning to upgrade to a smartphone.

*The big five European markets include Britain, Germany, France, Italy and Spain.

Source: Kantar Worldpanel ComTech

MacDailyNews Take:

An iPhone with a larger screen option will hurt Samsung immeasurably more than myriad, unending traipses through the legal morass.MacDailyNews, May 2, 2014


  1. Crabapple’s judgement…

    Market share equateth not profits for Android led business


    Sentence equals….. BUY APPLE’S 🙂
    ye opposite doth apply where Apple’s but pears are concerned.

  2. I was curious to know the proportional growth in sales share distributions for iOS for the 3-months ended 2014 v 2013, so calculated these from the table:

    Germany: +24%
    GB: +40%
    F: +12%
    I: + 55%
    Spain: + 49%

    EU5: 36%
    US: 10%
    China: 6%

    These data — the proportional changes in sales share distributions between periods — seem interesting in addition to the percentage POINT changes shown in the table.

  3. I find it interesting that Windows Phone lost ground almost everywhere. I was hoping to see Android being attacked from above by Apple and from below by Microsoft, but it looks like Windows has peaked and is now retreating. Figures Microsoft couldn’t take the low-hanging fruit sitting in front of them…

    1. I find it interesting that Japan being a large market for iPhone is the only place where all other phones gained and iPhone dropped by double digits. Having to be in Japan for work a few times a year, I see a good balance of phone features unique to Japan and that could be a reason for the decline due to Apple’s reluctance to have a Japan specific HW feature added to their phones. For example, having FM radio and OneSeg tv reception built in.

      1. Apple does not build phones for regional specifics. It never has because the market just does not support the economies of scale required to build such a product. In addition, adding such built-in features would tend to fragment the ecosystem. Apple will not do that.

        1. No doubt.. That’s why I mentioned it as a possible reason for showing a ‘loss’ of market share. Japan has been known to have lots of nation specific features in their phones.. I think they called it the Galapagos effect..

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