Today the latest smartphone OS data from Kantar revealed that in the three months ending July 2017, iOS performance was strong in the USA, China, and Japan. iOS market share in the EU5 was flat, held back by a resurgent Samsung in Great Britain. Android gained 2.8 percentage points across EU5 with Sony and Huawei the top performers. Europe's big five markets include Great Britain, Germany, France, Italy, and Spain.

In the USA, Samsung remained in the top spot during the three months ending in July with a 36.2% share, with Apple close behind at 34.1%. The growth rates of the two brands are almost exactly matched at 2.5% for Samsung and 2.6% for Apple.

The iPhone 7 was the top-selling handset during the period at 12.6% of sales, while the newer Samsung Galaxy S8 stood at 8.8%.

"Apple's US growth is very impressive, given that an all-new iPhone is expected to be announced on September 12, and should become available for purchase later in the month," Sunnebo added.

Apple saw something of a rebound in Urban China in the July data period, with share +5.1%pts to 19.3%. The large screen iPhone 7 Plus was the top selling device in Urban China in the month of July, the first time the Plus version has outsold the smaller screen iPhone 7.

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