Did iPhone US Market Share Peak in 2020?

As we start 2024, it’s a good time to look back at how US iPhone sales fared relative to Android phones. In short, since peaking during the pandemic, US iPhone market share has declined a bit each year.

Of course, sales market share does not equate to user base. iPhone owners replace their increasingly durable and relatively expensive iPhones less frequently than Android owners. Still, iPhone sales are an incredibly important component of Apple’s financial results. These share of sales realities - and significant margin opportunities - may be why Apple is leaning into services, which are driven by installed base rather than quarterly unit sales. 

In 2023, Apple saw its share of US smartphone sales at 36%, down slightly from its 2022 share of 38% (Chart 1). Note, this analysis is based on data from our surveys of US mobile phone

buyers. Those surveys include US adults that acquired a new mobile phone in the quarter before the survey. Each annual figure includes data from the four quarterly surveys in a given year.