US Insights

iPhone 7 sales spur iOS US rebound

Ross Tucker

Executive Editor Kantar US Insights

Mobile 12.07.2016 / 12:00

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Apple's iPhone 7 gets a warm reception, but Google's Pixel shows early signs of strength

Apple’s iPhone 7 is reenergizing iOS market share in the crucial U.S. market.

For the three months ending October 2016, US iOS share grew 7 percentage points to 40.5% from 33.5% during the same period in 2015, according to the latest OS sales data from Kantar Worldpanel ComTech. It was the strongest rate of growth for the OS in more than two years and the highest share seen since the three months ending January 2015 (42.8%).

According to Apple’s annual report, filed on October 26, falling iPhone sales and the impact of the strong dollar contributed to a net sales decline of $18.1 billion, or 8%, in fiscal 2016. iPhone sales fell 11.8% to $136.7 billion. The Americas, which includes the North and South American markets, represented 40% of sales, followed by Europe and China at 23% and 22% respectively.

The uptick in the US suggests that the iPhone 7 and 7 Plus have been well received.

“The lack of the headphone jack has proved to be a non-issue for US iPhone consumers, as iPhone 7 was the top selling device in the three months ending October 2016, achieving 10.6% of smartphone sales, despite not being available for the full three-month period,” said Lauren Guenveur, Consumer Insight Director for Kantar Worldpanel ComTech.



Google’s Android OS remains the dominant global player, topping 75% market share across much of the globe.

“It’s unlikely that any other OS will ever reach this level of penetration. But the apparent lopsided market share figures are not a reason for doubting the strength or future of the position held by Apple’s iOS,” said Guenveur.

Kantar’s data also indicates that Google’s Pixel is showing early signs of strength.

“Google achieved 0.5% of smartphone sales, a strong showing given that the Pixel was only widely available from October 20th,” said Guenveur. “In that short time, Google has reached market parity with more established brands like Huawei and Microsoft, who are also at 0.5%.”

Source: Kantar Worldpanel

Editor's Notes

This data is based on research from the Kantar Worldpanel ComTech global consumer panel. ComTech si the largest continous consumer research/mobile phone tracking panel of its kind, conducting more than one million interviews per year in Europe alone. ComTech tracks mobile phone behavior, including phone purchases, bills/airtime, source of purchase, and usage.

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