Apple’s strength at home
The mobile OS market in the United States is dominated by two American multinational companies: Google and Apple. Together, these two companies account for 99.5 percent of the overall mobile OS market. Microsoft and RIM/Blackberry account for the remaining 0.5 percent. The Android operating system is developed by Google and holds close to half of the smartphone market share in the United States. Android’s success, both in the United States and worldwide, can in many ways be attributed to its open-source software and the fact that it can run on devices from numerous mobile device vendors.
The United States is an extremely strong market for Apple. Globally, Apple devices accounted for 16 percent of all smartphones shipped in the first quarter of 2021, Apple’s iOS – which runs on iPhones and iPads only – currently holds around 52 percent of the market in the U.S, despite being limited to devices from a single vendor. Apple’s market share in the United Kingdom (UK) is similar, making the U.S. and the UK two of the company’s most important markets.
Tablet devices: Apple on top again
Apple’s lead in the tablet market is even more pronounced than it is in the smartphone arena. iOS is currently the leading tablet operating system in the United States, holding more than 60 percent of the overall market.
The installed base of tablet users in the United States is expected to grow until at least 2025, with an additional 20 million tablet users expected from 2021 to 2025. By 2025, 232.6 million Americans are projected to use a tablet device, creating a tablet penetration rate of 68.34 percent.
Global overview: Android powers the mobile world
While Apple accounts for most of the market in the United States, Android runs on close to 72 percent of the world’s mobile devices. This is likely due to the larger range of devices on which Android can run, and the availability of affordable devices. The average selling price of an Android device in 2021 is expected to reach 261 U.S. dollars, well below the minimum selling price of a smartphone in the iPhone range.