Published on: 14th Dec 2015
The latest sales data from Kantar Worldpanel ComTech for the three months ending in October 2015 shows Apple holding a 33.6% share of the U.S. smartphone market, down year over year, but up quarter over quarter. During the same period, Samsung retained its leading position in the U.S. smartphone market and, for the first time in 2015, that company was able to show year on year growth in the U.S.
“When comparing the newest Apple models, the iPhone 6s and 6s Plus are performing reasonably well as a percentage of iOS sales,” said Carolina Milanesi, chief of research at Kantar Worldpanel ComTech. “Specifically, the iPhone 6s represented 24.4% of iPhone sales in the three months ending in October 2015, compared to 33% for the iPhone 6 in 2014, and 22% for the iPhone 5s in 2013.”
Historically, when the relative successes of new iPhone models are evaluated, sales of models that do not have a full hardware redesign tend to ramp up more gradually. Between September and December 2013, sales of the iPhone 5s as a percentage of all iPhone sales went from 13% in September to 37% in October, 47% in November, and 45% in December. The iPhone 6 over the same three months in 2014 went from 32% to 48%, to 39%, and to 55%. The iPhone 6s represented 25% of iPhone sales in September 2015, and 37% in October 2015, pointing to a ramp-up similar to that of the 5s in 2013.
In Europe’s big five markets (Great Britain, Germany, France, Italy, and Spain) during the three months ending in October 2015, iOS registered a marginal decline in market share for the first time since August 2014. “This was primarily driven by a deceleration of growth in Great Britain and Germany,” Milanesi explained. “Sales of the iPhone 6s and 6s Plus already represented close to a third of iOS sales in Europe’s big five markets.”
Android returned to growth in Europe’s big five markets after a decline that began in October 2014. This was possible due to a strong performance in Italy, Spain, and France. Android showed year-over-year growth, but that OS success did not produce a clear vendor win, as different names showed strength in different countries: Huawei in Italy and Spain, and Samsung in France.