Apple Market Share

Apple Market Share - iPhone, iOS, Mac, Apple Watch, iPad

About Apple Inc.

Apple Inc. is an innovative technology leader that revolutionizes nearly every industry it touches. Apple's first product was the Apple 1 computer. It now sells smartphones (iPhone), tablets (iPad), smartwatches (Apple Watch), music (iTunes and Apple Music), smart speakers (Homepod), and a range of other products. Apple created many of these industries. Apple was founded by Steve Jobs and Steve Wozniak. Its revenue declined by 2% from 2018 to 2019 to $260B. The company has 137,000 employees. It would have been difficult to predict that Apple would have expanded into so many industries, many of which are hardly related to its origins with the Apple 1, and the now famous Macintosh (Mac) Computer. With its sleek design and devotion to making easy to use products, Apple leads many industries it touches. Following the death of Steve Jobs in 2011, Tim Cook, Apple's then Chief Operating Officer, took over as CEO. Despite questions about whether Apple would continue to be a technology leader without the inspirational Steve Jobs, Apple has continued to innovate and grow. You can find additional information about Apple, Apple's products, the industries in which Apple competes, and Apple market share below.

Smartphone Market Share, Shipments, 2018Q1 - 2019Q4

Apple Smartphone Market Share

The chart shows Smartphone Market Share from 2018Q1 to 2019Q4. Apple iPhone market share in the Smartphone market was 20% in Q4 2019. In 2019 the smartphone market size was 1.4 billion unit smartphone shipments. Smartphone shipments are typically used as a proxy for smartphone sales. While Apple market share leads the pack, the Smartphone Market is fragmented among many vendors. In Q4 2019, Samsung market share was 18.8%, led by its Samsung Galaxy range of mobile phones. Huawei market share was 15.2% of the smartphone market, led by its P20, P30, and P40 range of mobile phones. Xiaomi market share was 8.9%. OPPO market share was 8.3%. Other vendors, like HTC, Motorola, Nokia, ZTE, and OnePlus, market share was 28.7%. T4 can help you with market research into the global smartphone market, Apple's iPhone market share, iPhone sales, and competitors. T4 can provide the source for this Smartphone Market Share chart and other data. You can learn more about T4’s services here.

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Mobile OS Market Share, Install Base, 2019Q1 - 2020Q1
Apple Mobile OS Market Share

The chart shows the Mobile Operating System (OS) Market Share from 2019 Q1 to 2020 Q1. Apple iOS market share in the Mobile OS market was 27% in Q1 2020. The Mobile OS market is dominated by two companies - Google with its open-source Android series of mobile OS, and Apple with iOS. In 2019 Google Android market share was 72%, nearly three times more than Apple market share of 27%. This is because iOS is only available on iPhones, which are high-end phones starting at $399. Other Mobile Operating Systems, which include operating systems like Blackberry OS, Windows Phone, Tizen, and Amazon Fire OS, held just 1% market share. Get help with market research on the Mobile Operating System (OS) market, Apple iOS market share and position in the Mobile OS market, and Apple iOS's competitors, including the source for this Mobile OS Market Share chart and other data here.

Personal Computer Market Share, Shipments, 2015-2019
Personal Computer Market Share, Shipments, 2015-2019

The chart shows Computer Market Share in 2019. Apple Macbook, iMac, Mac Pro, and other Mac products market share in the Personal Computer market was 7% in 2019. Apple market share in the PC industry is lower than in others because Apple sells a premium product and the Computer Market is distributed across several major companies with a long tail of competitors. In 2019 Lenovo market share was 24%. HP market share was 22% of the Computer market. Dell market share was 17%. Asus market share was 6%. Acer market share was 6%. A long tail of other computer brands, which include Microsoft with its line of Surface laptops, Google with its line of Chromebooks, Huawei with its Matebook, and Panasonic with its line of Toughbooks, held 18% market share. Get help with market research on the computer market, Apple’s line of Mac computers, Apple market share, and information on Apple’s competitors, including the source for this Computer Market Share chart and other data here.

Smartwatch Market Share, Revenue, 2018
Apple Mac Smartwatch Market Share

The chart shows Smartwatch Market Share in 2018 for smartwatch shipments. Apple market share in the Smartwatch market, with it's Apple Watch product, was 50% in 2018. The Global Smartwatch Market is concentrated among a few vendors. The Apple Watch is the smartwatch market leader with the most shipments and dollar sales. Fitbit market share was 12% of the Smartwatch market. Fitbit is one of the trailblazers of the smartwatch industry with its original fitness tracking devices. Samsung, with its Samsung Galaxy Watch, Galaxy Active, and Galaxy Fit, held a market share of 12%. Garmin market share was 7%, made up of a range of products including the Garmin Vivoactve, Garmin Vivomove, and Garmin Forerunner. Other smartwatch brands hold 19% of the smartwatch market. Get help with market research on the Smartwatch market, Apple Watch market share and position in the Smartwatch market, and Apple Watch's competitors, including the source for this Smartwatch Market Share chart and other data here.

Tablet Market Share, Shipments, 2019
Apple iPad Tablet Market Share

The chart shows Tablet Market Share in 2019 in tablet shipments. Apple market share in the Tablet market, with its range of iPads, was 34.6% in 2019. The Tablet Market is Fragmented among many vendors. In 2019 Apple market share of 34.6% made it the tablet market share leader. Samsung market share was 15.1% of the Tablet market, driven by its range of Galaxy tablets. Huawei market share was 9.8%, held by its range of MatePad and MediaPad tablets. Lenovo market share was 9%. Unlike most of its competitors, Lenovo sells Windows and Android-powered tablets. Amazon market share was 5.9%, led by its Amazon Fire tablets - the evolution of its Amazon Kindle. Other brands, which include Microsoft, Huawei, Acer, Asus, Google, and others, held a 25.6% market share. Get help with market research on the tablet market, Apple iPad market share and position in the tablet market, and Apple iPad's competitors, including the source for this Tablet Market Share chart and other data here.

Apple Industry Competitor and Products

Apple positions itself with high-end, premium products. Apple market share tends to lead the pack in many of its markets. Where Apple market share does not lead in terms of shipments, it often leads in dollar sales. Unlike most of its software and hardware competitors, Apple prefers to create closed, integrated platforms that ensure a smooth user experience. This sets it apart from competitors who typically make either the software or the hardware for their products. Apple competes closely with a handful of companies within each of its industries. Apple's markets generally contain many large competitors and a long tail of smaller ones.

Samsung competes with Apple primarily in the premium smartphone and tablet markets. Samsung sells its flagship Samsung Galaxy line of tablets and smartphones, as well as several other models. Samsung Galaxy phones and tablets range from premium smartphones and tablets to cheaper alternatives. Unlike Apple's iOS mobile operating system, Samsung runs its products primarily on Google Android.

Google and Apple were close partners when Apple launched its first iPhone in 2007. This partnership fell apart when Google launched the open-source Android mobile operating system. Android now powers nearly all non-iOS mobile devices. Google competes directly against the Apple iPhone in the smartphone market with the Google Pixel smartphone, in the personal computer market against the Mac and Macbook with its Chrome book and Pixelbook, as well as in a range of other industries.

Microsoft and Apple have been competitors in the personal computer space for four decades. Microsoft's Windows Operating System, which is used on most non-Apple OS systems, competes directly with Apple's OS X and Mac/Macbook line of laptops and computers. While Microsoft used to focus on software, Microsoft now also sells high-end Surface Tablets that compete with the iPad, as well as Surface laptops that compete with the Macbook. Microsoft and Apple inevitably compete in a range of other industries as well.

In addition to the traditional large competitors, Apple increasingly faces competition from rising Chinese companies across its product lines. Xiaomi and Huawei directly compete with Apple's hardware products, like the iPhone, iPad, and Mac, although often at a much lower price point. Therefore shipments understate Apple market share in terms of revenue. Chinese companies are slowly expanding their reach into markets outside of China, especially the Asia-Pacific and European regions.  Apple competes with these and other companies with a range of other products, including Apple Maps (Location Services), Apple Pay (Payments), Apple Music (Streaming), iCloud (Cloud Storage), Apple TV (Over-the-Top streaming devices), and Apple Keychain (Password and Identity Management).

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What additional Apple Market Research Does T4 Offer?

T4's research team can provide you with competitive analysis, market analysis, commercial Due Diligence, and other market research needs across a range of industries.  This includes: the topics described in this article, like Apple market share and sales projections. Analysis of Apple’s competitors such as Samsung, Microsoft, Google, Amazon, Huawei, Xiaomi, Roku, Oppo, Dell, HP, Lenovo, and Fitbit. Research into the markets Apple participates in like Smartphone, Smartwatch, Personal Computer, Tablet, TV Streaming / OTT devices, Voice Assistant, Music, and Digital Payments. Research into related topics such as the Internet of Things (IoT), Smart Home, Cloud Computing, Cloud Storage, Operating System (OS), NAND, DRAM, and HDD. Or research support in other areas of the Technology Sector and other sectors. Find more information about T4's market research services here.

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