iPhone Gaining Market Share in US, but Losing in UK
The iPhone 12’s strong performance so far has led eMarketer to increase its projections for users in the US for 2021 and beyond. They now expect iPhone usage in the US will grow this year to 116.3 million, slightly ahead of Q1 2020 projection of 113.4 million.
eMarketer has also bumped up user share figure for iPhones to 46.9% in 2021, versus 45.9%. Apple’s small share gain comes at the expense of Android’s share, which was lowered slightly from 54.0% to 52.9%. Despite Apple chipping away at competitors, Android will remain the more popular operating system (OS) for the entire forecast period.
In the UK, Android continues to gain share over competitors. This year, 28.9 million people in the UK will use an Android smartphone, representing 59.4% of total UK smartphone users (48.7 million). Currently, the iPhone is the second most popular device, representing 40.4% of users (19.7 million). eMarketer increased their Android figures slightly and decreased Apple’s share compared with Q1 2020 forecast.
eMarketer anticipates that the number of UK Android users will surpass 30 million by 2023, amassing 60.0% share in the process. Meanwhile, Apple’s share will drop slightly to 39.9% by 2023. The total number of UK smartphone users will grow steadily at 1.7% per year for the remainder of the forecast.