iOS vs Android Quarterly Market Share
Published Date: 30th August 2023
Global smartphone sales declined 8% YoY in Q2 2023. iOS smartphones performed better than the overall market, declining 6% YoY compared to Android smartphones’ 17% YoY decline.
Driven by the outperformance, iOS smartphones recorded their highest-ever Q2 market share at 17%. iOS has been consistently achieving record shares in countries like Mexico, India and Indonesia. Apple’s focus on accessibility in purchasing iPhones, like trade-in programs and installments, is attracting consumers, especially in emerging markets.
Android lost 3% market share YoY to iOS and Harmony OS. Android’s presence in multiple price bands managed to limit its decline. It is facing difficulties in gaining market share in higher price bands, which are growing despite the overall market decline.
In China, Apple recorded its highest Q2 market share at 17% driven by the premium segment’s growth and aggressive promotions during the 618 shopping festival. On the other hand, Android recorded its lowest Q2 market share at 72%, impacted by the gains recorded by both iOS and Harmony OS. Harmony OS’ share grew to 10% during the quarter. Despite Huawei being limited to LTE in a 5G-dominated China, the brand has maintained its growth in the country due to a loyal user base.
In the US, iOS maintained its lead over Android. The decline in iOS sales was 14% YoY in Q2 2023, whereas it was 34% for Android, increasing the gap between Android and iOS shares when compared to last year. Apple continued its promotional activities across network operators, including offering high trade-in values for new iPhones.
In India, iOS maintained its momentum, capturing 5% of the market and recording its highest Q2 revenue. As the >$600 price band’s share increases, iOS will gain more market share in the country.
Global Share |
Q3 2021 |
Q4 2021 |
Q1 2022 |
Q2 2022 |
Q3 2022 |
Q4 2022 |
Q1 2023 |
Q2 2023 |
Android | 85% | 78% | 81% | 83% | 82% | 76% | 78% | 81% |
iOS | 15% | 21% | 18% | 16% | 17% | 22% | 20% | 17% |
Harmony | 0% | 1% | 1% | 1% | 2% | 2% | 2% | 2% |
China Share |
Q3 2021 |
Q4 2021 |
Q1 2022 |
Q2 2022 |
Q3 2022 |
Q4 2022 |
Q1 2023 |
Q2 2023 |
Android | 86% | 74% | 79% | 80% | 77% | 68% | 72% | 72% |
iOS | 13% | 23% | 18% | 15% | 15% | 24% | 20% | 17% |
Harmony | 1% | 3% | 3% | 4% | 7% | 8% | 8% | 10% |
USA Share |
Q3 2021 |
Q4 2021 |
Q1 2022 |
Q2 2022 |
Q3 2022 |
Q4 2022 |
Q1 2023 |
Q2 2023 |
Android | 46% | 43% | 52% | 54% | 50% | 43% | 48% | 48% |
iOS | 54% | 57% | 48% | 46% | 50% | 57% | 52% | 52% |
India Share |
Q3 2021 |
Q4 2021 |
Q1 2022 |
Q2 2022 |
Q3 2022 |
Q4 2022 |
Q1 2023 |
Q2 2023 |
Android | 97% | 95% | 96% | 97% | 97% | 94% | 94% | 95% |
iOS | 3% | 5% | 4% | 3% | 3% | 6% | 6% | 5% |