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Counterpoint Quarterly

Smartphones Q4 2023

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iOS vs Android Quarterly Market Share

Published Date: Nov 23, 2023

Global Smartphone OS Sales Share Q3 2023

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The global smartphone OS landscape is dominated by Android and iOS, with a small presence of HarmonyOS. Android is the clear leader with a market share of 81% in Q3 2023. iOS has a market share of 16%. Showing promising growth, Huawei’s HarmonyOS has captured a 3% share.

Android is popular among smartphone brands due to its deep-rooted experience in software and its open-platform nature. This helps brands produce custom operating systems to meet the specific requirements and preferences of their target consumers. Android does not face any strong competition in the ecosystem outside of iOS.

iOS is strong in developed markets and has begun to gain momentum in emerging markets. Consumers in emerging markets are becoming more mature and willing to spend more to buy phones like iPhones, which have strong brand value.

HarmonyOS almost doubled its smartphone sales volume in Q3 2023 compared to Q3 2022. HarmonyOS is steadily increasing its market share due to the loyal user base of Huawei phones in China. Almost all of its sales are in China. HarmonyOS’ further success is uncertain as its acceptance by non-China consumers and other brands is challenging due to the lack of Google Mobile Services (GMS).

Global ShareQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Android78%81%83%82%76%78%81%81%
iOS21%18%16%17%22%20%17%16%
Harmony1%1%1%1%2%2%2%3%
Total100%100%100%100%100%100%100%100%

iOS vs Android Quarterly Market Share for China, USA and India

China Smartphone OS Sales Share Q3 2023
China ShareQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Android74%79%80%77%68%72%72%73%
iOS23%18%15%15%24%20%17%14%
Harmony3%3%5%8%8%8%11%13%
Total100%100%100%100%100%100%100%100%
US Smartphone OS Sales Share Q3 2023
USA ShareQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Android43%52%54%50%43%48%48%45%
iOS57%48%46%50%57%52%52%55%
Total100%100%100%100%100%100%100%100%
India Smartphone OS Sales Share Q3 2023
India ShareQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Android95%96%97%97%94%94%95%94%
iOS5%4%3%3%6%6%5%6%
Total100%100%100%100%100%100%100%100%

*Ranking is according to the latest quarter.

This page presents quarterly insights into the worldwide smartphone OS scenario, featuring country-specific breakdowns for Android, iOS, and HarmonyOS, specifically focusing on the US, China, and India.

This data is a part of a series of reports which provide an insightful view of the changing trends in smartphone components and driving factors in the various price segments. It covers 99% of the global handset market with specification analysis.

For detailed insights on the data, please reach out to us at sales(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.

The global smartphone market share numbers are from:

Handset Sales by Model Jan 2022 – Sep 2023

XLS File

Published Date: November 2023

This report tracks quarterly global handset model sales data by OEM with the key specifications. This report gives an insightful view of the changing trends in smartphone components and driving factors in the various price segments. It covers 99% of the global handset market with specification analysis.

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