iPhone 6 Boosts Apple’s UK Smartphone Share To Record Levels

The launch of the iPhone 6 and 6 Plus has increased Apple’s share of the UK smartphone market to its highest ever levels, with iOS devices accounting for 39.5 percent of all handsets sold in Britain during the third quarter of 2014, according to figures from Kantar Worldpanel ComTech.

Despite Apple’s 10.3 year-on-year increase in market share, Android remains the most dominant platform in the UK and is present on 52.3 percent of all devices sold. Windows Phone’s share fell by 4.3 points during the period to 7.7 percent, while devices running ‘other’ platforms, including BlackBerry, now account for just 0.6 percent, a drop of 3.7 points.

Kantar noted that with every major iPhone launch in the UK, the number of phones sold through Apple’s retail stores increased, a trend which has continued with 31 percent of all units now bought through the company’s own channels. The research firm also says the iPhone 6 outsold the 6 Plus by a ratio of four to one.

Apple market share

The iPhone 6 has also boosted Apple’s share in other markets, such as China and Australia, as well as in Europe. Across the biggest five European markets, iOS rose by 5.7 points to 20.7 percent of sales, but Android still boasts a considerable 69.4 percent share. Windows Phone has enjoyed most of its success on the continent and its share was relatively stable at 8.7 percent, a fall of 1.3 points.

In Apple’s native US, the company saw a minor increase of 0.7 points to 41.5 percent, with Android the most popular platform at 53.8 percent, up 1.1 percent, and Windows Phone third.

But it wasn’t all good news. Japan has been a traditional stronghold for Apple, but Android has been catching up rapidly and is now the most popular operating system in the country. iOS devices accounted for 61.1 percent of the Japanese market just a year ago but, this has shrunk to 48 percent, while Android’s share has been boosted by 11.9 points to 48.1 percent.

However analysts say Apple is still likely to be encouraged by its performance during the quarter.

“Apple has experienced a huge jump in sales share across almost all major markets thanks to the launch of the iPhone 6,” explains Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech. “In major European economies, the US and Australia, Apple’s share of sales has risen.  This success is particularly evident in Great Britain where Apple now has its highest ever share of sales with 39.5 percent.

“Most of these sales were driven by loyal Apple users. Some 86 percent of British buyers upgraded from an older iPhone model, only 5 percent switched across from Samsung.”

Apple has already declared the iPhone 6 launch as it’s “biggest ever”, contributing to record revenues at the company.

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