In the months leading up to the release of the iPhone X, iOS market share fell in multiple countries as many awaited the release of the highly anticipated device.
According to Kantar Worldpanel, iOS market share fell across eight territories in the timeframe spanning from August to October. During that time, Apple released the iPhone 8 and 8 Plus but held off the release of the iPhone X until November leading to a drop in market share as people opted to wait to upgrade. That hardly came as a surprised given how the iPhone X hogged all of the attention and carried the marquee features.
The United States saw one of the biggest drops for iOS, dropping 7.6 percent compared to the same period last year. The biggest drop happened in the U.K. where iOS market share dropped 8.5 percent. Japan (-6.9 percent), Germany (-1.6 percent), France (-0.6 percent), Italy (-0.5 percent) and Australia (-0.2 percent) were the other countries that saw a decline in iOS market share.
iOS’ biggest competitor, Android, took advantage of its slip up by gaining an 8.2 percentage market share increase in the United States.
Kantar also noted that 30.1 percent of iOS users in the U.S. and Europe have had their iPhone for more than two years. With so much pent-up demand, many of these users likely wanted to take a big jump to the iPhone X rather than settle for the incremental upgrades of the iPhone 8.
Apple should see a rebound in iOS market share now that the iPhone X has been available for over a month and has been selling like gangbusters. The iPhone X brings along some of the most radical changes ever to an iPhone like the OLED edge to edge display and Face ID that has contributed to non-stop buzz around the device.