iOS vs Android Quarterly Market Share
Published Date: 18th May 2023
Global smartphone sales declined 14% YoY in Q1 2023. iOS performed better than the overall market, declining 6% YoY compared to Android’s decline of 17% YoY.
iOS reached its highest ever quarterly share in Mexico, Vietnam and India where previous generation iPhones are selling more than the latest generation. It also maintained its lead in major markets like the US, UK, Canada and Japan.
Overall, Android took back some share from iOS compared to the previous quarter as the market normalized after the festive uptick in Q4 2022 and the completion of new iPhones’ first quarter after launch. Owing to Android’s availability across price bands, it led the market in the sub-$600 wholesale price bands, whereas Apple took the top spot in the >$600 bands.
Harmony OS kept on chipping away share from Android in China, driven by Huawei’s Nova series and Hinova brand smartphones.
In China, iOS stood at 20% while Android stood at 72% after recovering from 68% in Q4 2022, its lowest ever. Apple continued to be the preferred brand in higher price bands. With Apple’s popularity in the premium segment, difficult market conditions and Huawei’s resilience, Android will continue to face tough competition in China.
India, though dominated by Android, emerged as one of the fastest growing markets for iOS (34% YoY). The premium market here has doubled in the last two years with Apple being the key beneficiary, reaching its highest ever quarterly revenue in India. With its stores opening in the country, Apple will control its products’ experience end to end and this will further improve its brand image in the market.
| Global Share | Q1 2021 |
Q2 2021 |
Q3 2021 |
Q4 2021 |
Q1 2022 |
Q2 2022 |
Q3 2022 |
Q4 2022 |
Q1 2023 |
| Android | 83% | 85% | 85% | 78% | 81% | 83% | 82% | 76% | 78% |
| iOS | 17% | 15% | 15% | 21% | 18% | 16% | 17% | 22% | 20% |
| Harmony | 0% | 0% | 0% | 1% | 1% | 1% | 2% | 2% | 2% |
| China Share | Q1 2021 |
Q2 2021 |
Q3 2021 |
Q4 2021 |
Q1 2022 |
Q2 2022 |
Q3 2022 |
Q4 2022 |
Q1 2023 |
| Android | 85% | 86% | 86% | 74% | 79% | 80% | 77% | 68% | 72% |
| iOS | 15% | 14% | 13% | 23% | 18% | 15% | 15% | 24% | 20% |
| Harmony | 0% | 0% | 1% | 3% | 3% | 4% | 7% | 8% | 8% |
| US Share | Q1 2021 |
Q2 2021 |
Q3 2021 |
Q4 2021 |
Q1 2022 |
Q2 2022 |
Q3 2022 |
Q4 2022 |
Q1 2023 |
| iOS | 54% | 53% | 54% | 57% | 48% | 46% | 50% | 57% | 52% |
| Android | 46% | 47% | 46% | 43% | 52% | 54% | 50% | 43% | 48% |
| India Share | Q1 2021 |
Q2 2021 |
Q3 2021 |
Q4 2021 |
Q1 2022 |
Q2 2022 |
Q3 2022 |
Q4 2022 |
Q1 2023 |
| Android | 97% | 98% | 97% | 95% | 96% | 97% | 97% | 94% | 94% |
| iOS | 3% | 2% | 3% | 5% | 4% | 3% | 3% | 6% | 6% |
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