Smartphone sales analysis not accurately portraying Apple in the marketplace

Smartphone sales analysis not accurately portraying Apple in the marketplace

Smartphone sales analysis not accurately portraying Apple in the marketplace

The latest smartphone sales data from Kantar Worldpanel ComTech, for the three months to November 2013, shows Apple’s share of smartphone sales continuing to grow month-on-month following the release of the iPhone 5S and 5C models. However, its share of most major markets remains lower than the same time last year as it increasingly faces challenges from its rivals.

But as ever, the comparison is Apple versus the Rest of the World, or in this case Android, especially when the emphasis of the release is "smartphones" and "smartphone sales" and not "platform". Perhaps it's time comparisons such as these are not just by platform (iOS versus Android) but broken down by manufacturer. In which case, a true reflection of the marketplace would be Apple versus Windows or Apple versus BlackBerry - but these would only highlight the success of Apple in each market. As things stand, Apple versus Android is a misrepresentation of the marketplace.  

Regardless of mobilesquared's assistance to help fight the Apple corner, it is doing pretty well on its own. According to the Kantar data, Apple now accounts for 69.1% of the Japanese market, 43.1% in the United States, 35% in Australia and 30.6% in the UK.

Strong sales of the iPhone 5S and 5C can be linked to high levels of customer satisfaction with both models, despite fears that the lower-end 5C could damage Apple’s appeal.  

Around the world

Windows Phone’s gains across Europe have steadied over the past few months, holding at 10% in the latest figures.  Europe remains a high point for Nokia and Windows, but progress in the world’s two largest smartphone markets remains stubbornly slow with share stuck at 4.7% in the US and 2.7% in China.

Smartphone % penetration in the UK now stands at 69% in November, with 86% of devices sold in the past three months being smartphones.

Kantar has smartphone penetration a little higher than mobilesquared for the UK, and to show you, see our most recent blog. 

*The big five European markets includes UK, Germany, France, Italy and Spain.

Kantar's Smartphone OS Sales Share (%)

 

Germany

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

69.5

74.7

5.2

 

 BlackBerry 

2.1

0.8

-1.3

 

 iOS 

21.1

17.3

-3.8

 

 Windows 

1.9

5.7

3.8

 

 Other 

5.4

1.5

-3.9

 

UK

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

51.5

55.7

4.2

 

 BlackBerry 

6.5

2.4

-4.1

 

 iOS 

36.1

30.6

-5.5

 

 Windows 

5.1

10.8

5.7

 

 Other 

0.8

0.5

-0.3

 

France

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

60.6

65.5

4.9

 

 BlackBerry 

4.4

2.2

-2.2

 

 iOS 

23.2

18.6

-4.6

 

 Windows 

4.2

12.9

8.7

 

 Other 

7.7

0.7

-7.0

 

Italy

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

56.3

67.9

11.6

 

 BlackBerry 

3.3

1.9

-1.4

 

 iOS 

20.1

11.0

-9.1

 

 Windows 

11.8

16.0

4.2

 

 Other 

8.4

3.3

-5.1

 

Spain

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

82.5

87.3

4.8

 

 BlackBerry 

3.9

0.2

-3.7

 

 iOS 

4.7

6.3

1.6

 

 Windows 

1.9

4.8

2.9

 

 Other 

6.9

1.4

-5.5

 

USA

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

42.3

50.3

8.0

 

 BlackBerry 

1.3

0.6

-0.7

 

 iOS 

53.0

43.1

-9.9

 

 Windows 

2.6

4.7

2.1

 

 Other 

0.7

1.3

0.6

 

China

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

73.7

78.6

4.9

 

 BlackBerry 

0.0

0.0

0.0

 

 iOS 

18.5

17.0

-1.5

 

 Windows 

2.7

2.7

0.0

 

 Other 

5.1

1.6

-3.5

 

Australia

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

58.0

55.1

-2.9

 

 BlackBerry 

0.7

1.4

0.7

 

 iOS 

35.5

35.0

-0.5

 

 Windows 

4.2

6.9

2.7

 

 Other 

1.6

1.5

-0.1

 

Japan

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

N/A

30.0

N/A

 

 BlackBerry 

 

0.1

   

 iOS 

 

69.1

   

 Windows 

 

0.0

   

 Other 

 

0.8

   

EU5

3 m/e Nov 2012

3 m/e Nov 2013

% pt. Change

 
 

 Android 

61.5

69.1

7.6

 

 BlackBerry 

4.3

1.6

-2.7

 

 iOS 

24.6

18.1

-6.5

 

 Windows 

4.7

10.0

5.3

 

 Other 

4.9

1.3

-3.6

 

 




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