Remember back in 2013 when Apple launched a device called the iPhone 5c that was supposed to be a lower cost device that could claw back some market share from Android, especially in emerging markets such as China? Well sales of the 5c were disappointing for Apple and the device did nothing to slow Android’s march toward dominance. However, Apple now knows that it didn’t need a cheaper iPhone — it just needed a bigger one.
That’s because iPhone 6 is more than just Apple’s latest smartphone — it’s a ploy to take back the market from Android. At least, that’s what the latest data from market research firm Kantar Worldpanel shows, as the launch of the iPhone 6 and iPhone 6 Plus bumped Apple’s market share in nearly every surveyed country from September to November 2014.
“While remaining the dominant global OS, Android’s market share dropped in most European markets and in the U.S. where the decline was the first since September 2013,” said Carolina Milanesi, Chief of Research at Kantar Worldpanel ComTech.
Of course, this doesn’t necessarily mean that every Android phone maker was negatively affected by the shift. While Samsung’s share of the smartphone market decreased substantially throughout Europe and the U.S., Motorola’s actually improved as both the Moto X and Moto G managed to attract new customers.
Let’s be clear: iOS is nowhere near taking Android’s place at the top of the market. By November 2014, Android still held a 69.9% share of the European market, but that is 3.2% lower than the same month in 2013. Apple’s success in the U.S. is even more drastic, capturing 47.4% of sales in the three month period ending last November. The iPhone 6 alone made up 19% of all smartphone sales.
“The longer the new iPhone models are on the market the more their appeal will extend beyond Apple’s loyal customers. For now customer switching from Android to iOS remains stable at 18%”, said Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech Europe.