Federica Laricchia
Research expert covering the global consumer technology industry
Get in touch with us nowApple iPhone and iOS
Available on the market since 2007, the iPhone soon became the most successful Apple product. In the last quarter of 2022, iPhone 12 and iPhone 12 Pro were the most popular iPhone models on the UK market, ahead of models released by its competitor Samsung . Apple’s mobile operating system iOS accounted for over half of the mobile operating system market share in the UK, and particularly, the iOS 15 version was the most used.Apple iPad and Macs
As the leader of the tablet computer market, the iPad plays an important role in the Apple ecosystem, contributing to around eight percent of Apple's total revenue in the first quarter of their 2023 financial year. In the United Kingdom, Apple iOS recorded the highest market share of tablet operating systems with over 57 percent, and over a third of the population owned an iPad in that year. By contrast, Windows held the lead in the desktop operating system market, with macOS ranking second at around 23 percent. This is reflected in the small percentage of households owning a desktop Mac PC in 2022. In addition to iPhones, iPads, and Macs, Apple headphones, smartwatches (Apple Watch) and smart speakers (Apple HomePod) also prove popular in the UK.Apple App Store
Apple’s App Store also contributes to the company’s revenue: on the platform, a variety of apps are available, both for iPhone and iPad, such as gaming, entertainment, music, social media, and shopping. For instance, with over 794 thousand downloads onto iPhone devices, BeReal was the most downloaded app on iPhone as of September 2022.
