Apple Smartphone Market Share in the US is Stable - and Second Place

While we often dive deep into Apple, its customers, and its strategies, we sometimes find it interesting and useful to pull back to see where Apple stands relative to the competitive market in the US. This includes a broad look at the smartphone market, comparing iOS to Android, or Apple to other smartphone brands including Samsung or Google. Here, we use data from our quarterly survey of mobile phone customers to look at how iOS has performed in the past five years.

Despite the popular perception that Apple dominates the US smartphone market, iOS actually has a minority share of US smartphone buyers. It’s been this way for quite some time, too. Data for the most recent annual period (ending with the September 2023 quarter) indicates iOS captured 39% of smartphone sales (Chart 1).