For over 16 years, iOS and Android have been in a constant battle for the top spot in the mobile operating system market. Both Apple and Google regularly update their respective platforms—iOS for Apple devices and Android for the rest—trying to outdo each other in terms of functionality and user experience. While iOS remains the preferred choice for iPhone fans, Android has established itself as the go-to operating system for nearly all other smartphone manufacturers.
So, it’s no surprise that Android has maintained its lead in market share. In fact, Android’s market share has been climbing steadily over the past year. According to data from AltIndex.com, Android has increased its market share for five consecutive quarters, reaching 71.3% in the third quarter of 2024.
Why Android is growing: The rise of Chinese brands
While Apple keeps iOS exclusive to iPhones—now on iOS 18.1—Google’s open-source strategy has allowed any smartphone manufacturer to use Android. This flexibility has been a key factor in Android’s growth, especially with the surge in popularity of Chinese brands like Xiaomi, Oppo, Vivo, and Realme, which all run on Android. These companies offer affordable yet high-quality smartphones, making them a popular choice in developing regions like Africa and India. The budget-friendly nature of these phones has helped Android capture a broader audience, further solidifying its global dominance.
According to StatCounter, Android was installed on 71.7% of active smartphones in Q3 2024, while iOS held just 27.6% of the market. In Q2 2023, Android’s market share was under 69%, but it has since seen steady growth for five consecutive quarters. Over the same period, iOS dropped from a 30.2% share in Q2 2023 to 27.6% in Q3 2024.
iOS remains strong in North America, but Europe prefers Android
Even in North America, where iPhones dominate the smartphone sales charts, Android has managed to grow its market share over the last year. iOS is still the leader in North America, but its market share fell from 56.8% in Q2 2023 to 55.2% in Q3 2024. Meanwhile, Android’s share in the North American market rose by 1.7 percentage points, reaching 44.4%.
In contrast, Android is the clear favorite in Europe. The operating system’s market share there rose from 63.1% in Q2 2023 to 67.7% in Q3 2024, while iOS dropped by 4.4% in the same period, bringing its European market share to 31.8%.
Conclusion: Android’s open-source strategy pays off
Android’s continued success can be attributed to its open-source nature, which allows manufacturers to customize the OS to suit their devices. This strategy has made it more accessible to a wider range of users, especially in developing markets. The combination of competitive pricing, extensive brand support, and a growing ecosystem of apps has solidified Android’s position as the dominant mobile operating system.
Meanwhile, Apple remains strong in key markets like North America, where it continues to capture the premium smartphone segment. However, as Android continues to innovate and gain ground in other regions, it will be interesting to see if iOS can maintain its hold in high-income markets, or if Android’s global rise will eventually challenge even Apple’s core territories.
Fact check
- Android’s global market share reached 71.3% in Q3 2024, according to AltIndex.com.
- Chinese brands like Xiaomi, Oppo, and Realme helped drive Android’s growth in developing regions.
- In North America, iOS fell from 56.8% in Q2 2023 to 55.2% in Q3 2024, while Android increased its market share by 1.7%.
- Europe remains Android’s stronghold, with its market share growing from 63.1% to 67.7% in one year.
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