According to a recent report, the iPhone, manufactured by Apple Inc. has been losing market share for consecutive months. Market shares are monitored by Kantar. The report that has been put out by Kantar’s Worldpanel ComTech shows that Apple’s iPhone market share has made a steady decline since March, in most markets. Kantar monitors smartphone sales in major global areas, involving over a million interviews a year in Europe itself. Given that market shares are on a rolling average, when a report shows a share is declining, it means the most recent month is lower than average. Then Kantar composes a three month average.
Month to month averages gives Apple a magnified view of the most recent trends. Apple Inc. has continuously underperformed compared with Samsung. Chief of research, at Kantar Worldpanel ComTech, Carolina Milanesi, has good news. The Apple iPhone 6 and iPhone 6 Plus, represents 18 percent of all the iPhones being used in the U.S. and 64 percent of the iPhone usage base is iPhone 5 or higher.
This is good news for Apple, as the Apple Watch, only works with the newer iPhones. The bad news is the Apple’s share in smartphones has declined from 47.7 percent, at its peak in December, to 36.5 percent of the market share in March. When the iPhone 6 was launched in September, the market share was at 32.6 percent. The larger screens are not creating a shift in market share either. It was at 36.7 percent a year ago and is not much different now.
It is possible that the sales of iPhones in China have been topped out altogether, its market shares have fallen the first time in eight months. The most recent research for the U.S., France, Japan, Spain and Great Britain’s market shares continue to decline. However, there has been an increase in the German market share, but it has stayed flat in Italy.
The U.S. smartphone market for Android, however, is at 58.1 percent and is up from a low 47.6 percent in December. Apple was at 47.7 percent market share, and was in the lead, in December.
Milanesi considered Apple in Europe’s first quarter of this year, the iPhone 6 and the iPhone 6 Plus, is still attracting European consumers. This includes consumers who had owned Android smartphones in the past. The average in the European big five countries, in the first quarter, 32.4 percent of Apple’s newest customers had changed over from Android to iOS. The 32.4 percent change over is higher than what has been seen in other reports. Europe could be running higher numbers because the U.S. Apple market has mostly held the lower share in the U.S.
In the past three months, Apple’s share has declined in the European big five countries, from 24.1 percent to 20.3 percent. Germany has dropped from 20.9 percent to 18.3 percent. In Great Britain, the market share has gone from 42.0 percent to 38.1 percent, France dropped from 23.0 percent to 19.4 percent and Italy from 18.3 percent to 17.5 percent. Spain has dropped from 12.9 percent to 7.0 percent.
Apple’s market share in China was climbing until the iPhone 6 and iPhone 6 Plus were released, then in June 2014, it dropped to 12.8 percent, but had reached 15.2 percent in September, before the iPhone 6 was available in October. The market share rose for five more months, peaked at 27.6 percent in February, then started dropping to 26.1 percent in March. However, it is still higher than the 17.9 percent it was at a year ago. China is creating a higher volume for iPhone than the U.S. However, Apple does not put its units out geographically, so it is difficult to be sure. During the March quarter, the Americas created a $21.3 billion of Apple’s revenue, and China generated a revenue of $16.8 billion. However, when the Americas are adjusted for Canada, Mexico, Central and South America, knowing that more Macs and iPads are sold in the Americas than China, is most likely true.
Apple’s iPhone share of the Japanese market fell from 57.6 percent a year ago to 45.1 percent in March of this year. It had a peak in December 2014 to 60.2 percent, the market share was at 68.7 percent in December of 2013. The Apple iPhone market share is falling in all markets.
By Jeanette Smith
Forbes: Apple’s iPhone Continues to Lose Market Share Month to Month
Google Sheets: Smartphones: Shipments, Market Shares, and Growth Rates
Kantar Worldpanel ComTech: Smartphone OS Market Share
Photo courtesy of Karlis Dambrans’ Flickr Page – Creative Commons License