The battle for smartphone supremacy seems to be won by Apple. New research from data and analytics firm Kantar has revealed that from July to September this year, the iPhone was the most popular device in the UK, Europe, US, Japan, in Australia and even mainland China. In fact, in the major markets measured by Kantar, Apple’s iOS platform accounted for 27% of sales in Q3 2022.
The biggest winner in this period was the iPhone 13 – a device launched by Apple in 2021 – which outsold other phones such as the Galaxy S22, Sony Xperia and even the hugely popular A-series from Samsung that offers big features for small budgets.
Alongside the well-selling iPhone 13, the cheaper iPhone SE 2022 reached the top spot in Japan, with the iPhone 11 outperforming Android in markets including the EU, US and India. Australia. This device, which Apple unveiled in 2019, is now being sold at a much lower price, clearly making it popular with buyers.
Although Apple came out on top in many parts of the world, Samsung’s call makers remain the most popular for those wanting Android, with the Korean company outpacing its competitors in most markets.
However, it’s a changing landscape for devices powered by Google’s operating system with LG withdrawing from the smartphone market and Huawei still prevented from using any of Google’s services such as the Play Store, Gmail or Chromium.
This has fueled the growth of Chinese brands Xiaomi and Oppo which are now the 3rd and 5th most owned brands respectively in their home market and are continuing their considerable gains in Europe.
In fact, Xiaomi is now the number 1 smartphone brand owned in Spain and has reached second place in Italy – this growth has been achieved in both markets until the third quarter of 2022.
It could be interesting a few months to come for smartphones. Apple has just launched its new iPhone 14 line and Google’s latest Pixel 7 is now on sale.
It is believed that Samsung will launch its latest Galaxy S23 devices early next year, giving consumers even more choices when they hit the stores.
Speaking of the data, Jack Hamlin, Global Consumer Insight Director at Kantar’s Worldpanel ComTech, said, “In an industry rocked by geopolitical, economic and environmental upheaval, Apple’s latest announcement felt like a welcome return to normalcy – a brief escape to his Cupertino. spatialship. The “Far Out” event followed a familiar formula, with the announcement of the latest iPhones, Watches and AirPods.
“Yet, far from the glamor of launch events, the smartphone industry is entering a period of unprecedented change. The study reports modest growth in smartphone ownership in Q3’22 compared to Q3’21 in the 5 European countries (France, Germany, Italy, Spain and Great Britain), the United States, mainland China, Australia and Japan The annual growth of the installed base has slowed the most in Japan where it went from +7% to +3% and in Great Britain where it went from +3% to +1% compared to the previous year.
“As we approach the end of 2022, smartphone makers must find the answer to manage inflationary pressures and more price-sensitive consumers. Improved trade-in values, wider budget device lineups, uptake additional operating costs, improved distribution channels and product development at scale are just some of the levers that can be pulled.