Global Smartphone Sales Share by Operating System

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Global Smartphone Sales Share by Operating System

Sep 25, 2024

iOS vs Android Quarterly Market Share

Published Date: September 25, 2024

Market Highlights

• Android's market share has been continually decreasing in recent years. As of Q2 2024, it dropped to 80%, its lowest ever recorded in the second quarter. The primary factor is Apple's growing popularity in emerging markets. Apple's success can be attributed to its premium brand image and aggressive marketing strategies, including trade-in offers and interest-free financing plans. Moreover, consumers in emerging markets have matured to the point where they are willing to pay premium prices, aligning perfectly with Apple's brand positioning.
• Huawei's successful comeback in the Chinese market has led to Harmony OS gaining a share in recent quarters. In the Chinese market, Harmony OS has maintained its second position for two consecutive quarters and showing promising signs of growth. The Mate 60 and Pura Series have been key drivers of volume for Harmony OS.

iOS vs Android Global Share

Global Share	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023	Q4 2023	Q1 2024	Q2 2024
Android	82%	76%	78%	80%	81%	74%	77%	80%
iOS	17%	22%	20%	17%	16%	23%	19%	16%
Harmony	2%	2%	2%	3%	3%	4%	4%	4%
Total	100%	100%	100%	100%	100%	100%	100%	100%

Market Outlook: Smartphone Shipment and ASP Forecast by OEM and Region, Q2 2024

Detailed Forecast by Region, Brand, and 5G/Non-5G Trends through 2028.

US Market

USA Share	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023	Q4 2023	Q1 2024	Q2 2024
Android	50%	43%	48%	48%	45%	36%	46%	50%
iOS	50%	57%	52%	52%	55%	64%	54%	50%
Total	100%	100%	100%	100%	100%	100%	100%	100%

China Market

China Share	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023	Q4 2023	Q1 2024	Q2 2024
Android	77%	68%	72%	72%	73%	64%	68%	68%
iOS	15%	24%	20%	17%	14%	20%	16%	16%
Harmony	8%	8%	8%	11%	13%	16%	17%	17%
Total	100%	100%	100%	100%	100%	100%	100%	100%

India Market

India Share	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023	Q4 2023	Q1 2024	Q2 2024
Android	97%	94%	94%	95%	94%	90%	94%	95%
iOS	3%	6%	6%	5%	6%	10%	6%	5%
Total	100%	100%	100%	100%	100%	100%	100%	100%

*Ranking is according to the latest quarter.

This page presents quarterly insights into the worldwide smartphone OS scenario, featuring country-specific breakdowns for Android, iOS, and HarmonyOS, specifically focusing on the US, China, and India.

This data is a part of a series of reports which provide an insightful view of the changing trends in smartphone components and driving factors in the various price segments. It covers 99% of the global handset market with specification analysis.

For detailed insights on the data, please reach out to us at sales(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.

The global smartphone market share numbers are from:

Handset Sales by Model Jan 2023 – Aug 2024

Excel File | Published Date: Oct 2024

This report tracks quarterly global handset model sales data by OEM with the key specifications. This report gives an insightful view of the changing trends in smartphone components and driving factors in the various price segments. It covers 99% of the global handset market with specification analysis.

Author

Team Counterpoint

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.