iPhone sales down, year-on-year

iphone5c-header The release of Apple's iPhone 5s and iPhone 5c have seen the company making short-term gains in the smartphone market, but it isn't good news. Apple’s marketshare is falling year-on-year thanks to Android and Windows phones eating it away.

In Europe, Android continues to increase their share in the majority of markets. However, Apple should also be worried about Microsoft’s Windows Phone platform, which is responsible for Apple's troughs. Microsoft have seen a year-on-year gain of up to 8.7%. Across the biggest European markets (UK, France, Italy, Germany and Spain) Windows had a 10% marketshare, in the three months to November.

And Kantar, who record all this information, note some big dips for Apple’s year on year performance. The iMakers were down 10 percentage points in the American market. Apple have seen big decreases in Italy also, where it lost 9.1 percentage points in marketshare comparing compared to previous years. Android grew in Europe, up 7.6 percentage points to take a 69.1% of the marketshare, while getting stronger in the US market, with a rise of eight percentage points, taking over half of the marketshare.

Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, said: "You don’t have to conquer China and the U.S. to win in the smartphone market, but you do need success in one of them. At the moment there are few signs of progress in either country for Windows Phone and momentum needs to be made soon before OS loyalty severely limits the available market."

Does this mean that iPhones will get cheaper? Inevitably not. However, some of the apps which have been exclusive to Apple devices could soon start jumping ship if they want to get the most of those with the biggest marketshare.


  • Vick
    Despite of this, I'm still eyeing on Iphone 5s. I regretted not buying it last Christmas.
  • Alexis
    Marketshare is pretty irrelevant - profit share is all that really matters. Also worth bearing in mind the 5S is an incremental update and the 5C just replaces the 4S.
  • klingelton
    average price of apple iPhone handset £550. whereas you can get a windows/android handset for sub £100. If you were to divide the target groups and look at premium smartphone market, then the Apple iPhone will have a pretty strong market share. (sent from my iPhone)

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