Giving Apple’s iOS platform an edge over its Google Android rival, new reports have suggested that in the weeks following the long awaited iPhone 5 release date, Apple now controls a larger share of the American smartphone market than the entire Android system.
The latest figures, compiled by Kantar Worldpanel and which cover the 12 week period to October 28, have revealed that whilst Google’s Android OS controls a lofty 46.7 per cent of the US smartphone market, iPhone 5 sales have helped increase Apple’s share to a lofty 48.1 per cent share. This latest placement marks Apple’s first time at the top of the American smartphone ladder since the 2011 iPhone 4S release.
“The last time we saw iOS overtake Android in the US was when the iPhone 4S was released and Apple managed to retain its lead for three consecutive periods,” Kantar Global Consumer Insight Director Dominic Sunnebo said. This time we predict that Apple will beat its previous high of 49.3% and achieve its highest ever share of the US smartphone market within the next two periods.”
Having brought a number of updates to the completely redesigned iPhone 5, Apple’s latest smartphone offering builds on the company’s strong foundations with the introduction of a new 4-inch display, a faster processor and the revised Lightning port connector.
“Apple has always managed to maintain loyalty levels far above the competition, and this has clearly played a part in driving sales of its new device,” Sunnebo said. “An impressive 92% of existing Apple owners in the US said they will choose an iPhone the next time they upgrade. While loyalty is clearly key, it is also important to make sure that new customers are attracted to your brand. With roughly 60% of US iPhone 5 sales coming from existing customers and 40% from new consumers, Apple is achieving this at the moment – a clear sign of the strength of the brand in the US marketplace.”
Despite Apple’s renewed success in the US, the iPad mini and new Apple iMac manufacturer has failed to hit the same lofty heights in a number of European markets. Whilst Apple currently holds a 32.7 per cent share of the UK smartphone market, the company is faring much worse in Germany and Spain.
Having dropped more than five percentage points from its German market share during the past 12 months, Apple has been unable to content with Android which currently holds a 73.9 per cent share in the Bavarian nation and a staggering 91.7 per cent market share in Spain.
“Germany remains a tough market for Apple with its share falling by 5.1 percentage points over the past year,” Sunnebo added. “The Samsung Galaxy S3 has taken almost a quarter of the country’s smartphone sales over the past 12 weeks to boost Android yet further. In Italy, strong sales of the Nokia Lumia 610, the fourth best selling handset over the past 12 weeks, and the Nokia Lumia 800, the seventh best selling, have helped drive Windows’ share up to 11.7% – the highest across Europe.”
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