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Apple iOS: mobile market share in the UK 2011-2023

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In January 2023, the total market share of Apple’s iOS mobile operating system in the United Kingdom (UK) declined to 52.42 percent from 53.63 percent in the previous year.

kingdom of apples

With 38 Apple Stores in the United Kingdom, Apple remains the undisputed leader in the smartphone and tablet computer markets. Indeed, in 2021, Apple’s iOS will account for more than half of the mobile and tablet operating system market share. In the PC market alone, it is second only to its competitor Windows, which has registered a market share of over 67 percent.

In addition to iPhones, iPads, and Macs, other electronic consumer goods are part of Apple’s kingdom, such as Apple headphones, smartwatches (Apple Watch), and smart speakers (Apple HomePod). The same can be said about Apple’s AppStore, which offered more than two million apps in early 2021.

Smartphone penetration rates and the number of smartphone users have been on the rise for quite some time, and Apple and Android have dominated the smartphone market since inception. By 2025, around 65 million UK citizens are projected to use a smartphone. Most of the consumers appeared satisfied with their smartphone brand and only a small percentage were likely to buy a new phone at the next possible opportunity. Of course, smartphone makers also often introduce new models.