Android Dominates the Global Smartphone Market with an 88 Percent Share, Encouraged by Sales in Africa

In the final quarter of 2014, iOS and Android together commanded a formidable 96 percent of the entire mobile operating system market. This fact alone vividly illustrates the dominance of Apple’s mobile devices in the past years. However, since that point, sales of Apple’s flagship product, the iPhone, have witnessed a gradual decline. This trend has been attributed to market saturation and the availability of competitively priced alternatives from rival smartphone makers.

This shift is underscored by a recent report from Strategy Analytics indicating that Android now holds a commanding 88 percent share of the market for the third quarter of 2016. Linda Sui, a Director at Strategy Analytics, revealed this in a press release, stating, “Global smartphone shipments grew 6 percent annually from 354.2 million units in Q3 2015 to 375.4 million in Q3 2016. This year has seen the fastest growth for the smartphone industry. The moderate resurgence of the smartphone market owes much to emerging markets with relatively low smartphone penetration across Asia, and the Africa Middle East region, especially in nations such as India and South Africa.”

Apple’s iOS faced a severe blow, losing approximately 12 percent of its market share. This is mainly due to diminished sales in regions like China and Africa. China’s decline can be attributed to a generally slowing economy, while Africa’s is mainly linked to pricing and availability. In the absence of network contracts for subscribers in Africa, many people are required to purchase the iPhone or iPad at non-contract rates, which are considerably expensive. Given the US dollar’s strength for some time and the stagnant wage growth across the continent, fewer people can afford high-cost phones like the iPhone.

Android’s significant presence in the African market is also attributed to the offerings from brands like Samsung and Huawei that traditionally produce alternative smartphones for this region. These typically come with dual SIM capabilities. In addition, lesser-known phone manufacturers like Tecno and Infiniti offer more affordable Android-based models that have made significant inroads into the African market.

The report also reflects BlackBerry’s recent decision to halt phone production. Sui commented, “BlackBerry and Microsoft Windows Phone have all but disappeared due to strategic shifts, while Tizen and other emerging platforms softened as a result of limited product portfolios and modest developer support.”

Summing up, while the shipment of PCs and tablets may not be meeting expectations, the third quarter of 2016 saw 373 million phones being shipped, marking a 6 percent rise from 354.2 million units in the third quarter of 2015. Android-based smartphones saw a 10.3 percent increase in shipments, while Apple witnessed a 5.2 percent fall, according to the table above.

A sidelong look at these trends suggests an interesting narrative for the coming years – one where we might see Android continue its expansion, fueled by further growth in emerging markets.