Apple asserts dominance over Europe as Android’s hold begins to slip

Apple has increased its share of the smartphone market across all five major European markets, at the expense of Android

Apple has increased its market share across all five of the key European smartphone markets, at the expense of Google’s Android operating system.

Apple’s iOS system use grew across Great Britain, France, Italy, Germany and Spain during the three months to June 2015 by a total of 2.1 per cent compared to the same time last year, according to Kantar Worldpanel ComTech. Android’s share fell by 2.5 per cent during the same period, but still retains 71.3 per cent of Europe, compared to Apple’s 17.5 per cent.

Apple posted net profit of $10.7bn (£6.9bn) for the period last month, up from $7.7bn the previous year. Samsung reported an 8 per cent fall in net profit to 5.75tn won (£3.2bn), while fellow Android giant LG‘s profit fell 60 per cent to 244bn won (£135bn).

iOS use grew 5.5 per cent over the quarter in Great Britain to account for 34.1 per cent, while Android declined by 6.1 per cent to 53.2 per cent. Windows Phone operating system use grew by 0.6 per cent to 10.7 per cent of the market, while ‘other’ including BlackBerry accounts for just 1.4 per cent.

Kantar partly attributed Apple’s gain to the company’s decision to compete with larger-screened Android devices with the ‘phablet’ iPhone 6 and 6 Plus, as consumer demand for larger screens for larger phones grows.

“The size of the screen was the main purchase driver for Android buyers across all of Europe’s big five countries,” said Kantar’s Dominic Sunnebo. “Although screen size has grown in importance as a purchase driver since the launch of the iPhone 6 and 6 Plus, iOS buyers are generally driven by a wider list of factors, such as phone reliability and durability, as well as the quality of the materials.”

Conversely, Android gained 3 per cent market share in the US, while Apple’s iOS use fell by 2.3 per cent, leaving the two rivals with 66.1 per cent and 30.5 per cent of the market respectively.

Samsung and LG now account for 78 per cent of all Android sales in the US, according to Carolina Milanesi, Kantar’s chief of research.

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