Daniel Slotta
Research expert covering Greater China
Apple in the UK - statistics & facts
From a small garage in Cupertino, California, passing by Silicon Valley, to conquering the tech industry all around the world, including in the UK. That is the path undertaken by Apple, a leader in the global tech landscape that has experienced phenomenal growth over the past two decades, cementing itself as one of the world鈥檚 most valuable brands. Apple鈥檚 success has extended across Europe, where the American tech giant recorded revenues of over 100 billion U.S. dollars in 2024, and particularly to the UK, the European country hosting the highest number of Apple stores in the region.
Apple leads the UK smartphone market
First introduced in 2007, the iPhone soon became Apple鈥檚 most successful product. The dramatic growth in iPhone sales in the following years saw Apple become the smartphone industry leader in several countries. The UK is one such market, with Apple commanding nearly half of the mobile device market in 2024, ahead of its main competitor, Samsung. Similarly, Apple鈥檚 smartphone operating system, iOS, accounted for around鈥痟alf of the mobile operating system market 鈥痠n the UK, surpassed only by Android in 2024. iPhone models have proved popular among all age groups in the country, especially among the younger generations, who often build an entire Apple product ecosystem around the iPhone with products such as the Mac, iPad, and Apple Watch.Apple products are favorites in the UK
Apple also dominates the UK tablet space, with the iPad leading the UK tablet market for over a decade. However, Apple鈥檚 market share has begun to decrease with the release of competing devices, dropping to roughly 58 percent in 2024. By contrast, Tim Cook鈥檚 company does not rule over the laptop and desktop PC industries in the UK. However, it still manages to cut itself a substantial piece of the market, with 25 percent of UK internet users owning a MacBook. In addition to iPhones, iPads, and Macs, other products, including Apple Watches, AirPods, and HomePods, have also proven popular in the UK.Riding the AI wave
All in all, Apple has become a household name, having a high reputation in the UK and worldwide. The company can secure this title by staying ahead of the curve when it comes to bringing in innovation, particularly AI, to its devices and services. In 2024, the tech giant officially launched Apple Intelligence, offering users advanced generative AI capabilities integrated into iOS 18.1, iPadOS 18.1, and macOS Sequoia, enhancing features like writing tools and a more intuitive Siri experience. Likewise, Apple partnered with OpenAI to integrate ChatGPT into iOS 18.2. Looking ahead, Apple will have to continue riding the AI wave if it wants to maintain its leading position, in the UK and around the globe.
