iPhone 7 slows Android growth in Australia

Alex Kidman 10 November 2016

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Android is still the most popular platform, but the success of Apple’s premium phone has seen iOS grab back market share.

The latest figures from Kantar Worldpanel suggest that while overall Android market share in Australia has continued to increase, rising up to 58.2% of all devices for the 3 month period to September 2016, this suggests a slowing in the adoption rate of Google’s operating system.

The culprit for this slowdown is, not surprisingly, Apple’s iPhone 7 and iPhone 7 Plus. In terms of single models, the iPhone 7 held the number one spot in the market with nearly double the marketshare the iPhone 6s held at the same time last year. iOS as a total holds 37.1% of the market, up from 33% in the 3 month period to August 2016. Of the top 5 phones, 3 are iPhones, with the Samsung Galaxy S7 and Samsung Galaxy S7 Edge in at positions 3 and 4 respectively. In terms of overall market share, here’s how Australia looks:

AustraliaQuarter to September 2015Quarter to September 2016% pt. change
Android54.5%58.2%3.7%
iOS36.8%37.1%3.0%
Windows7.4%2.3%-5.1%
Other1.3%2.4%1.1%

The explosive growth of the iPhone 7 was reflected in most global figures, and it was the number one seller in both the US and the UK. The outlier here was China, where iOS market share declined from last year down to 14.2% of the market, although as with other markets that’s a slight increase from the previous quarter. Oppo is the big winner in the Chinese market, capturing 11.2% of smartphone sales for the period with devices such as the Oppo R9.

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