Britain Still an iPhone Hotbed - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Britain Still an iPhone Hotbed

Apple’s share of sales higher than elsewhere in EU-5

May 12, 2017 | Mobile

Great Britain’s region-leading love for Apple’s iPhone continued into the first quarter, with the California-based company’s share of smartphone sales rising faster and representing a greater share of overall purchases than in other major Western European markets.

For the three months ended March 2017, 40.4% of smartphones sold in Great Britain were Apple devices, according to Kantar Worldpanel ComTech data. That figure was up 5.6 percentage points from a year earlier, when iPhones represented 34.8% of smartphone sales.

Smartphone Sales Share in the EU-5, by Country and OS, March 2016 & March 2017 (% of total)

iPhone’s market share boost in Great Britain was more than twice the increase seen in France, and even bigger than the less than 2 percentage point gains seen in Germany, Italy and Spain in the year’s first three months. It was also a greater gain than in the US or other global markets tracked by Kantar.

The quarter wasn’t entirely positive for Apple, however. The company’s share of smartphone sales in Great Britain was down from the record 47.6% seen in the final quarter of 2016. Britain wasn’t alone there: The company’s most recent financial results showed global iPhone shipments dipped 1% year over year during the first quarter and were off 35% compared with the fourth quarter of 2016.

Android-powered phones were still the majority of phones sold in Q1 in Great Britain, according to Kantar, but that operating system’s market share slipped 1.6 percentage points to 57.2% vs. the first quarter of 2016. Third-place Windows saw its share fall 4.3 percentage points year over year to 1.9%.

—Cliff Annicelli

New Report in eMarketer PRO This Week

US Time Spent with Media

eMarketer estimates that US adults will average 12 hours 7 minutes of media usage per day this year, up 3 minutes from 2016. Time spent with mobile will account for nearly all of the increase. Preview Report

Not a PRO subscriber? Find out how to become one.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.