PCR Tech and IT retail, distribution and vendor news
The iPhone 5S has outsold the 5C by a factor of three to one since the launch of the two handsets, according to Kantar Worldpanel ComTech.
The market tracker added that while the 5S and 5C had boosted Apple’s market share compared to the month before their release, the two handsets had failed to recreate the success of their predecessor, the iPhone 5.
“In almost all markets, the iPhone 5S and 5C releases have given iOS a significant bounce compared to the previous month,” commented Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech.
“Generally, Apple’s share of the market still remains lower than when the iPhone 5 was released, although this is not wholly unexpected as shoppers tend to react more positively to ‘full’ releases than incremental improvements such as the 5S and 5C.”
“Mainland Europe remains challenging for iOS, particularly in markets like Italy and Germany where handset subsidies are far lower.”
“Britain is more positive; iOS sales share is now at 28.7 per cent for the last three months, with sales driven by the higher-end 5S model which has outsold the 5C by three to one since their release.”
According to the report, Android remains the most popular mobile operating system in Europe, with a share of 70.9 per cent.
Apple instead sits at 15.8 per cent, while Windows has grown to 10.2 per cent.
“Momentum for Windows Phone is continuing, although its growth remains reliant on low-end handsets,” added Sunnebo.
“In Britain, almost three quarters of Nokia Lumia sales in the latest period were low-end devices such as the Lumia 520 and 620 – a pattern that is similar across other EU markets.”
“If Microsoft partnered with a major local brand it could help drive Windows Phone momentum but, with the Nokia takeover imminent, this does not look likely to happen anytime soon.”
