Apple’s iPhone Overtakes Android In US Gross sales For The First Time Since 2012
Apple, in its flush of new, greater iPhone 6 handsets, has been promoting document numbers of its older and newer mannequin smartphones in the previous few months, and now it’s handed one other vital milestone: it has managed to overhaul gross sales of Android units in the important thing market of the U.S. for the primary time in three years.
Based on figures from Kantar Worldpanel ComTech, the market analysis division of WPP, in the important thing vacation gross sales quarter of This fall 2014, Apple bought extra iPhones than all the numerous Android OEMs put collectively, the primary time that it has managed to do that since This fall 2012. However when you don’t need to purchase into any Apple hype, you may contemplate there’s doubtless some margin for error right here — iOS units accounted for forty seven.7% of gross sales, whereas Android units accounted for forty seven.6%.
The extra fascinating query is whether or not this was a seasonal bump or the beginning of a much bigger development. On that entrance, Kantar is bullish on Apple’s general lineup that features older fashions, particularly compared to the choice of Android units out there.
“Within the US, Apple iOS overtook Android for the primary time since this time in 2012, albeit by the slimmest zero.1% margin,” writes Carolina Milanesi, chief of analysis at Kantar Worldpanel ComTech. “Whereas the success of the iPhone 6 and 6Plus is unprecedented, this quarter’s efficiency additionally factors to Apple having its strongest portfolio ever. With a variety of units obtainable at totally different worth factors in each contract and pre-pay Apple was capable of reap the benefits of a weaker Android providing on the premium finish of the market.” Value additionally mentioning that Kantar was capable of monitor Apple’s momentum a number of months in the past from preliminary iPhone 6 gross sales, and noticed it creating in subsequent weeks.
Rounding out gross sales, Microsoft’s Home windows Telephone is dealing with a troublesome time breaking into something past a negligible place out there. Throughout the “massive 5” markets of Germany, UK, France, Italy and Spain, which was seen as the main target of nice hope for the model contemplating its Nokia legacy, Home windows Telephone declined one proportion level and took slightly below 9% of gross sales. “Home windows Telephone, quickly to be Home windows 10, had seen some success throughout Europe in 2013 however continued to wrestle within the newest interval, recording minimal progress solely in France and Germany,” Kantar writes. That was repeated elsewhere. Within the U.S., dropped by half a proportion level to three.eight% of all gross sales. In China it’s now at zero.7% of all gross sales.
Contemplating that it wasn’t too way back that Symbian was China’s largest smartphone platform, and earlier than that the world’s, and that Home windows Telephone was purported to be the inheritor obvious to Symbian, it’s a exceptional failure to carry on to market place.
However in that push of consolidation round two platforms, it’s not the one one to fall away. BlackBerry isn’t even damaged out by Kantar anymore.
Inside Android’s gross sales, Samsung continued its pole place, with its Galaxy S5 because the second-hottest smartphone after the iPhone.
However general Android noticed declines in different huge markets. Within the huge 5 EU markets, Android’s general share was down by three.eight proportion factors, the identical decline as within the U.S. Notably, in the UK, Apple noticed its strongest achieve towards Android, choosing up thirteen.1 proportion factors whereas Android dropped 7.5 proportion factors, with iPhone 6 turning into the perfect promoting smartphone in Britain with 20% of all smartphones gross sales (the Galaxy S5 got here at a distant second with eight%).
However, throughout Europe Android nonetheless accounted for simply over sixty six% of all gross sales by means of carriers and retail channels.
In one other key market, China, Apple’s iOS was truly the one platform that noticed annual features for the corporate. (And certainly, Apple additionally made plenty of noise in its quarterly earnings about how robust China is for it in the mean time, with $sixteen billion in gross sales out there.) It accounted for 21.5% of gross sales within the quarter to Android’s seventy seven%, fuelled by manufacturers like Xiaomi.
“In City China, Apple iOS grew share yr-on-yr on the expense of Android,” writes Tamsin Timpson, strategic perception director at Kantar Worldpanel ComTech Asia. “Whereas Xiaomi remained the bestselling model within the newest interval, Apple was capable of shut the hole barely, rising its share to 21.5% from 19% final yr.” China, it ought to be famous, continues to be a market with room to develop, in contrast to the very saturated European and U.S. markets. Kantar notes that one quarter of Chinese language shoppers who purchased an iPhone up to now three months have been buying their first smartphone, in comparison with sixteen.5% for a similar interval in 2013.
Certainly, within the U.S. Kantar says that smartphone penetration is now fifty nine% and in Europe it’s sixty seven%. In distinction , Brazil’s penetration is just 35% and Mexico’s is 37%. That is the place model loyalty continues to be an open recreation.
“As the chance to draw first-time smartphone consumers in developed economies diminishes, retaining loyal clients is turning into as essential as profitable them over from competing platforms,” says Milanesi. She notes that Apple’s common buyer loyalty within the U.S. and Europe is presently a “promising” 87%, whereas Samsung continues to carry on to the strongest Android model.