U.S. smartphone subscriber share by operating platform 2012-2022, by month

Apple iOS continues to hold down the largest share of the smartphone operating systems’ market in the United States, claiming more than half of the market as of January 2022. Apple’s share of smartphone users has risen around 23 percent since early 2012. Their sustained growth in the United States is not always reflected in all markets, market share of iOS smartphone shipments globally stood at 23.4 percent in the fourth quarter of 2021. However, Apple’s sales tend to be cyclical with a peak in the fourth quarter each 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. Apple smartphones achieved a 55 percent share of the market in Q1 2021, down from 65 percent from the end of the pevious year.

Apple’s popularity across markets

Apple have achieved similar success with the iPhone in markets across the globe. iPhones accounted for four of the five most-sold handsets in the United Kingdom during October 2020, three of the leading fivein Germany. The high price of Apple devices puts Apple at a disadvantage outside of wealthier markets. In East Africa, for example, rival manufacturer Samsung still maintains a 13 percent share of the market, while Apple is nowhere to be seen. Across smartphone price ranges, around 97 percent of smartphones shipped across Africa sell for less than $400, meaning companies with lower-priced models have more opportunities in Africa.