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Apple's iOS continues to hold the largest share of the smartphone operating systems market in the United States, claiming more than **** of the market in 2025. Apple's share of the U.S. market has remained stable since 2018, when it accounted for around ** percent. This is reflected in all markets, with Apple's global share remaining stable year on year.

Apple growing at home

Under CEO Tim Cook, stepping down in September 2026 and handing over to John Ternus, Apple has continued to follow a stunning growth trajectory. Apple became the first U.S. company with a market capitalization exceeding two trillion dollars, just two years on from becoming the first trillion-dollar company. The iPhone, responsible for much of the company’s growth, has cemented its status as the smartphone of choice for many Americans during recent quarters. Google's Android operating system is a close competitor in the U.S. OS market, accounting for around percent of the market as of ****. However, Apple commands a far wider lead in the U.S. smartphone manufacturer market, with the Android user base split between various vendors such as Samsung and Motorola.

Apple’s popularity across markets

Apple has seen success with the iPhone in developed markets across the globe. iPhones accounted for **** of the **** most-sold handsets in the United Kingdom as of **, and four of the leading five in Germany. Yet, the high price of Apple devices puts Apple disadvantaged outside wealthier markets. In Africa, iOS accounted for around ** percent of the mobile OS market in ***, while Android dominated with an ** percent share.