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Apple's iPhone 6-Plus Took 44% of the U.S. Phablet Market in Q1


In February Kantar's Chief of Research Carolina Milanesi brought us news that "Apple's iOS Market Share in the U.S. Edged Out Android in Q4 2015." In March Milanesi reported that "Apple's iPhone Hit a Record High in China with 25% Market Share," and in April we learned from Milanesi that "Apple's iOS Sales Reached an All-Time High in Urban China." Today, a new Kantar report informs us that Phablets claimed 21% of all US smartphone sales in Q1 2015 – nearly quadrupling their 6% share from the first quarter of 2014.


In today's report, Milanesi states that the "Apple iPhone 6 Plus took 44% of this segment. Screen size was cited as the main reason for buying a particular phone by both iOS and Android buyers at 43% and 47%, respectively."


Considering that most in the Apple community held the belief that Apple would never sell a phablet, it's amazing how this very unit is what is now extending iPhone mania into its third strong quarter.


Apple's overall sales dominated AT&T, Verizon and Sprint where iPhone represented 59%, 43% and 50% of smartphone sales, while Samsung dominated smartphone sales at T-Mobile with a share of 42%.


Among new iOS customers for the first quarter, 11.4% switched from Android, compared to 14.6% who made the switch during the same period in 2014. Among new Android customers, only 5.9% came from iOS, compared to 9.8% in Q1 2014.


Apple's iPhone 6 and 6 Plus already represent 18% of all iPhones in use in the US, and 64% of the iPhone installed base is an iPhone 5 or newer model — which is good news for the Apple Watch that interacts only with these newer models.


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