Apple's US market share in Q2 2018 increases after strong sales of the iPhone 8

Kantar Worldpanel has released its latest market share report that gives us insight into changes in the market allocation mainly between Android and iOS. Their combined market share rarely drops below 99%, so there is no point in discussing other mobile operating systems.

In the United States, Apple's OS experienced a significant increase in its market share, reaching 38.7% in Q2 2018, or 5.9% more than in the US. same quarter of last year. 1.2% of this amount came from the Windows market share, the remaining 4.7% from Android.

Apple has especially the iPhone 8 and 8 Plus to thank for these results. Both smartphones were responsible for about 20% of all smartphone sales in the second quarter of 2018. Despite its high price, the iPhone X came 4th in the list of bestsellers. Overall, iOS devices represent 8 of the top 10 most sold phones in the last quarter. Samsung and LG are the only two other companies that have a model representing them in the list, but both have lost ground over their 2017 performance.

Interestingly, of all the countries included in Kantar's research , Japan is the one with the highest iOS market share at 42.9%. Meanwhile Android has the narrowest grip in Argentina with 96.1%.

In Europe, Android remains the dominant OS with between 75 and 90% market share, except in the UK, where iOS has a larger share of 35%.

In China, Apple still holds about a fifth of the market, although it has dropped 2% over last year. However, the iPhone X was the best selling smartphone with 5.3%. This is the result of the huge fragmentation in the Android market in China, with so many competing manufacturers, no single model could overtake Apple's flagship device.

This report draws a nice picture for Apple, as far as the US market is concerned. Not only does the company far surpbad its competitors, but its biggest release for 2018 is yet to come. Samsung's hic-up with the Galaxy S9 could have allowed Apple to consolidate its dominance in the market in the near future.