U.S. smartphone subscriber share by operating platform 2012-2023, by month

Apple's iOS continues to hold the largest share of the smartphone operating systems market in the United States, claiming more than half of the market as of July 2023. Apple's share of the US market has risen steadily since early 2012, when it accounted for around 30 percent. This growth is not reflected in all markets, however, with Apple's global share remaining stable year-on-year.

Apple growing at home

Under CEO Tim Cook, Apple has continued to follow a stunning growth trajectory. Apple became the first U.S. company with a market capitalization in excess of two trillion dollars, just two years on from becoming the first trillion-dollar company. The iPhone, responsible for much of the company’s growth, has cemented its status as the smartphone of choice for many Americans during recent quarters. Google's Android operating system is a close competitor in the US OS market, accounting for around 45.8 percent of the market as of July 2023. However, Apple commands a far wider lead in the US smartphone manufacturer market, with the Android user base split between various vendors such as Samsung and Motorola.

Apple’s popularity across markets

Apple has seen success with the iPhone in developed markets across the globe. iPhones accounted for three of the five most-sold handsets in the United Kingdom as of April 2023, and three of the leading five in Germany. Yet the high price of Apple devices puts Apple at a disadvantage outside of wealthier markets. In Africa, iOS accounted for around 16 percent of the mobile OS market in April 2023, while Android dominated with an 80 percent share.