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Since overtaking iOS in 2013 to become Europe’s most popular mobile operating system, Android has managed to increase its share of the market in each of the following years. As of 2025, Android was the operating system for about percent of European mobile phones.

OS market share reflects diversity of Android devices

The Android operating system has a distinct advantage in terms of gaining market share, purely based on the number of manufacturers creating devices that run on Android. iOS, on the other hand, is only used by Apple devices. Looking at the market share held by individual devices gives a clearer impression of the state of play between the major manufacturers. In the second quarter of 2018, the combined European market share of Apple devices stood at ** percent, while Android's market share was ** percent.

Market shares in the United Kingdom

The market share iOS holds in the United Kingdom is higher than at the European level, sitting at percent. Apple devices were the two most popular devices sold in the United Kingdom during April 2021, with the iPhone 12 Pro and the iPhone 12 Pro Max making up a combined ** percent of smartphones sold during that month.