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New Report shows iOS Holds 51.7% Market Share in Japan While the iPhone 7 is a Best Seller in the U.S. and Britain



According to a new report, Apple's iOS has achieved year-on-year growth across most regions except Germany and Urban China. For the three months ending October 2016 Japan stands at the top in the list of regions where iOS holds the greatest share, with 51.7% of smartphone sales. This is followed by 44% in Great Britain and 40.5% in the US. Android market share saw similar growth across a number of regions, declining only in the US (by 5.6 percentage points), and in Japan by less than one percent.


In the US, iOS grew 7% year-over-year, from 33.5% of smartphone sales to 40.5% in the three months ending October 2016. This represents the strongest rate of growth for the OS in more than two years, as well as the highest share seen since the three months ending January 2015 (42.8%).


The report further noted that while Android remains the dominant OS in the US, at 57.9% of smartphone sales, this latest Android data represents the 5th consecutive year-on-year period decline.


Lauren Guenveur, Consumer Insight Director at Kantar noted that "The lack of the headphone jack has proved to be a non-issue for US iPhone consumers, as iPhone 7 was the top selling device in the three months ending October 2016, achieving 10.6% of smartphone sales, despite not being available for the full three month period.


In addition, Apple's iPhone 7 Plus was the 4th best-selling device at 5.3%, behind the iPhone 6s and Samsung Galaxy S7.


Tamsin Timpson, Strategic Insight Director at Kantar Asia added that the "iPhone 7 was the second best selling phone in Urban China in the 3 months ending October 2016, capturing 3.8% of smartphone sales. iPhone 7 Plus also cracked the top 10 at 1.9%.


This brought iOS share up to 17.1% of smartphone sales in the latest period versus Android's 82.6%, and also brings Apple firmly ahead of Xiaomi at 15.9%. Oppo continues to gain footing in Urban China, achieving 11.8% of smartphone sales, with the R9 remaining the top selling device in the region."


Dominic Sunnebo, Business Unit Director for Kantar Europe noted for the report that "iOS achieved year-on-year growth across most regions in EU5 except Germany, where it fell 2.7% points to 16.5% of smartphone sales. iPhone 7 cracked the top 10 smartphones sold in all regions but Spain, which remains dominated by the Android ecosystem at 91.7% of all sales.


In Great Britain, as in the US, iPhone 7 was the top selling device, pushing the previous top device (iPhone SE) to third, while iPhone 6s remained the second best-selling device."


On a last note, Sunnebo stated that "While Android dominates in terms of the raw number of devices it powers, Apple remains the most desirable smartphone brand in the world."


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