iPhone 7 helps Apple retain Australian handset leadership

Alex Kidman 16 March 2017 NEWS


The iPhone 7 and iPhone 7 Plus are big hits, but Android phones are still top sellers.

The latest global operating system share figures released by Kantar Worldpanel for the 3 month period leading up to January 2017 suggest that Apple’s release of the iPhone 7 and iPhone 7 Plus has improved Apple’s overall market share in a period when Android market share also improved.

Confused? Essentially what is happening according to the figures is that iOS and Android are slicing up the very small morsels of the market that are left that used to belong to Windows based phones and other operating systems such as Symbian or Blackberry OS. Despite the recent Mobile World Congress hype around the rebirthed Nokia 3310, if it’s not Android or iOS, it’s essentially nothing in sales terms.

Within the Australian context, the figures for the period affirm that positioning, especially as it relates to the collapsing position of Microsoft’s mobile operating system ambitions.

Australia 3 months to January 2016 3 months to January 2017 % change
Android 52.6 55.7 3.1
iOS 41.2 42.4 1.2
Windows 5.4 1 -4.4
Other 0.8 0.8 0

In terms of specific models, as it is across much of the globe, it’s a two-horse race between Apple and Samsung. Apple’s iPhone lines gave it 42.4% of Australian sales in the period, with the iPhone 7 and iPhone 7 Plus holding the top two model places with shares of 15.8% and 7.9% respectively.

On the Samsung side, the whole Galaxy Note 7 issue doesn’t appear to have impacted sales particularly yet, even though it meant the manufacturer had to revert to heavily promoting the older Galaxy S7 and Galaxy S7 Edge handsets. They enjoyed 3rd and 4th place with a combined share of 12%, although the significantly less expensive Galaxy J phones also snaffled up 6% of the market.

Kantar’s figures also suggest that the emerging lower-cost Chinese OEMs are starting to take particular hold in Australia. It places Huawei in 3rd place with a 4.3% share and ZTE and Oppo in 5th and 6th places respectively with shares of 2.8% and 2.4%. It’s a huge shift for Oppo, who ranked in at 22nd place 12 months ago. Kantar Worldpanel’s figures suggest that it now holds a healthy 10% share of the phone market priced between $200 and $400.

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