Smartphone activations in the UK are currently showing the lowest share of iPhones in six years, according to data from Consumer Intelligence Research Partners (CIRP). The analysts report the numbers quarterly, but they use a 12-month period to eliminate seasonality (iPhone sales are typically weakest just before a new generation launch and strongest just after).
Throughout most of 2023, Apple maintained a steady share of around 40%. However, towards the end of the year, its share started to decline and is now at 33% at the start of 2024.
CIRP compares the current situation to six years ago when there was not only an Android-iOS duopoly, but also competitive Windows Phone and BlackBerry devices. Now, the landscape is mostly dominated by Android.
CIRP: iPhone market share in the UK over the past few years
The analysts attribute these changes to the smartphone market where phones are becoming more expensive but also lasting longer. This is evident in both durability and slower pace of revolutionary features.
The shift away from carrier-subsidized phones has also led to consumers holding onto their devices for longer periods. CIRP suggests that these factors are impacting Apple phones more than Android devices.