Apple iOS global smartphone OS market share 2011-2020, by quarter

Apple’s iOS mobile operating system held around 23.4 percent of the global smartphone market share in the fourth quarter of 2020. This is consistent with Apple's distribution pattern in recent years, claiming a strong share of the market during the fourth quarter of a year, shipping devices at a slower rate throughout the remainder of the year.

Apple's struggles in emerging markets

The price of Apple’s high-end smartphones could be one reason behind its share of worldwide shipments falling. Released in September 2018, the consumer price of the iPhone XS exceeds 1,000 U.S. dollars in many countries. As a result, Apple are not prominent in the list of manufacturers making up the smartphone share of emerging markets like India and China. In contrast, Android smartphones are on average cheaper to buy than those with other operating systems.

How will Apple react to declining sales?

Apple’s situation mirrors a global trend that is seeing smartphone shipments decline year-on-year. Smartphone sales are levelling off at around 1.5 billion units per year and the coronavirus (COVID-19) pandemic has stunted overall growth in the industry . Sales of iPhones are contributing less to Apple’s overall revenue and as a result the company is shifting focus to their services business, which includes the App Store, AppleCare and digital subscriptions to services such as Apple Music.