Apple to have 39.9% share in UK by 2023

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 22, 2021, 2:08 AM UTC

Where Apple’s US market share is growing, the UK market sees slow growth.

An eMarketer study revealed that iPhone usage in the US will surge to 116.3 million users this year, exceeding the projected estimate of 113.4 million users. With iPhone users increasing from 45.9% in 2020 to 46.9% in 2021, Android’s share has decreased to 52.9%.

In the UK, Android enjoys a greater share, with 28.9 million people expected to use an Android smartphone this year. Currently, iPhone users, at 40.4%, make up 19.7 million of the total smartphone users in the UK.

By 2023, Apple’s market share in the UK will slip to 39.9%. Meanwhile, android users in the UK will exceed 30 million by 2023. eMarketer’s senior analyst, Bill Fisher, points out, “The Apple ecosystem is slightly less all-encompassing in the UK than it is in the US”.

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