The combined sales of the iPhone 6s/6s Plus totaled 15.1 percent, making it the top selling device in the quarter, while the Samsung Galaxy S7/S7 edge accounted for 14.1 percent of smartphone sales.
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In the USA, iOS grew 1.3 percentage points year-over-year, accounting for 31.8% of smartphone sales in the second calendar quarter of 2016. The iPhone SE trundled in in third place, with 5.1% of the market.
New research has revealed the iPhone SE is now the best-selling smartphone in Great Britain.
Dominic Sunnebo, Business Unit Director for Kantar noted for the report that “In Great Britain, the iPhone SE was the top selling device in the quarter at 9.2%, followed by the iPhone 6s at 9.1%”. “Customer demand for our products was significantly stronger than we had anticipated at the beginning of the quarter”, he said. Apple Chief Financial Officer Luca Maestri implied as much in an interview with Bloomberg in June.
“In contrast to the growth in the United States and EU5, iOS continued to post year-over-year declines in Urban China”, said Tamsin Timpson, Strategic Insight Director at Kantar Worldpanel ComTech Asia.
In the US, Android accounted for 65.5 percent of smartphone sales, down from last year’s 66.1 percent. The iPhone SE’s lower price point allowed it to gobble up almost 23 percent of all iPhone sales.
In the United Kingdom the iOS share grew by 3.1 per cent in Q2 2016, rising to 37.2 per cent, a leap that extended across the 5 major European Union markets.
However, Kantar notes that sales of the iPhone SE were restricted in the region over the last quarter.
The iPhone SE also hoped to attract buyers in emerging markets but supply constraints in China meant Apple fell behind both Huawei and Xiaomi.
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Android has improved a lot lately in the fight against iOS, and statistics have shown that Google’s mobile operating system has reached record shares in some countries while Apple’s has dropped every new month in the majority of markets. China, in particular, will suffer from the symptoms of saturation: IDC estimates the country will see “low single digit growth rates” this year. This represents a large opportunity to upgrade these consumers to the latest four-inch iPhone. In its earnings report ending June 2016, Apple reported lower sales of iPhones, iPads, and Macs not only compared to the previous quarter, but the same quarter a year ago. But the company’s services division picked up some of the slack – sales of Apple Music subscriptions, apps in the App Store, and iCloud storage plans jumped a collective 19 percent.
