Apple and Google have competed in the smartphone space for years. While Apple limits its iOS to iPhones, Android powers a wide range of smartphones, making it more accessible and affordable for users worldwide. As a result, Android now holds 72% of the global market, leaving iPhone with 28%.
Despite this global dominance, the situation shifts across regions. In the United States and Canada, iPhone holds the lead with 57% and 59% of the market respectively. In Europe, Android dominates with 68%, while iPhone lags behind at 32%.
Since 2009, Android’s market share has grown by 70%, from just 2% to 72%. Meanwhile, iPhone’s share dropped from 37% to 28%. Today, there are over 3.3 billion Android users worldwide, compared to 1.4 billion iPhone users.
Both systems attract users across genders, though men are slightly more inclined toward Android, while women favor iPhones. Interestingly, younger generations such as Gen Z and Millennials are more likely to use iPhones, while older groups lean toward Android.
Income is another dividing factor. iPhone users earn an average of $53,251 annually, compared to $37,040 for Android users. iPhones also cost more, with a starting price of $799, whereas Android phones average around $286.
In terms of usage, iPhone owners spend 32% more time on their devices daily—about 4 hours and 54 minutes versus Android’s 3 hours and 42 minutes. They also engage more, sending more messages and taking more selfies per day.
Loyalty levels are high for both platforms, but Android slightly edges out iPhone with a 91% retention rate compared to Apple’s 88%. However, iPhone users tend to keep their devices longer—61% keep their phones for over two years, compared to 43% of Android users.
Google Play Store offers roughly 2.3 million apps—about 20% more than Apple’s 1.9 million. Still, iPhone users spend significantly more: $85.1 billion in App Store purchases in 2023, nearly double the $47 billion spent on Google Play.
App preferences also differ. iOS users favor business and lifestyle apps, while Android users are more inclined toward education-focused tools. Gaming remains the top category on both platforms.
iPhone users are more successful at recovering data after breaches, with a 75% success rate, versus 55% for Android. They also care more about AI features—nearly 50% consider them important when choosing a new device, compared to only 24% of Android users.
Ultimately, while Android holds the largest share globally, iPhone users show higher engagement, loyalty, spending power, and stronger interest in emerging tech features. The dynamic between the two platforms continues to evolve, and it remains to be seen whether Android will maintain its dominance long-term.
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