iPhone Share of Smartphone Market Inches Upward - eMarketer

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iPhone Share of Smartphone Market Inches Upward

In the US and UK, iPhone audiences are growing

April 25, 2016

In the years following Google’s release of the Android OS, iPhones lost market share of the smartphone audience as users turned to lower-priced handsets made by a variety of manufacturers. But the number of US smartphone users relying on iOS continues to rise each year—and they’re gaining audience share as competitors like BlackBerry continue to underperform.

US Smartphone Users, by OS, 2014-2016 (millions, % change and % of total)

eMarketer estimates that this year, more than 90 million people in the US will use an iPhone on a monthly basis. That makes it the No. 2 smartphone OS in the country, after Android, but brings iOS to a 43.5% share of the market, slightly higher than it was a couple years ago.

In the UK, too, iOS has been clawing back share even as it remains behind Android. This year, 13.0 million smartphone users in the UK will have iPhones, or 31.8% of the total. That’s up almost 2 points since 2014, and eMarketer expects it will reach 32.1% by 2018.

iPhone sales account for a significant portion of Apple’s revenues, so gains in share—especially in more developing markets like China—could be key to the company’s quarterly earnings, which will be reported later this week.

US iPad Users and Penetration, 2014-2020

iPads, however, continue to lose share of the tablet market in the US. In 2015, they fell below half the market for the first time, and by 2020 44.0% of tablet users in the country will use an iPad.

Similarly, in the UK, the iPad audience will drop from 48.0% of the tablet audience this year to 44.2% in 2020.

Apple TVs are also in about 20 million US homes, eMarketer estimates. They’re among the less popular choices for over-the-top video viewing, with 12.5% of connected TV users expected to have one this year, down from 13.5% in 2014. Still, the total number of users with an Apple TV is growing.

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