IPhone X brings iOS back to the top of the smartphone market

IPhone X brings iOS back to the top of the smartphone market

IPhone X brings iOS back to the top of the smartphone market

Google's Android OS took the second spot in the coveted "holiday quarter" with 43.8% of market share, while Apple's iOS took the lead with 56.2%.

However, the Australian mobile phone market actually exceeded expectations overall, with a total of 3.36 million units shipped in Q4 2017, a year-on-year growth of 15.7%.

"But the slowdown in innovation has made two year old flagship smartphones comparable in design and features with the most recent mid-range phones".

"Riding on the back of the very successful iPhone X launch, the tables have turned, and iOS has not only returned to the top but stretched its lead to grab 56.2 per cent share compared to 43.8 per cent for Android", Javed said. Growth came primarily from Apple's newly released iPhone X, as the device hit stores countrywide.

Windows-powered phones did not make the cut, hindered by a lack of new devices and apps on the platform across both consumer and commercial segments. That's down from 44.6% for Q4 2016, with Samsung leading the Android pack despite the South Korean company's share dropping to 15.4% in Q4 2017 from 24.6% in the previous quarter.

The analyst firm said Samsung benefitted from a diversified portfolio, saw growth of the J series and A series smartphones as it competes with other Android vendors in the mid- range price segment.

"Therefore, the mid low-end market for new smartphones is being cannibalized by refurbished high-end phones, mostly Apple iPhones and, to a lesser extent, Samsung Galaxy smartphones".

Telstra branded smartphones (which are primarily manufactured by ZTE), dominated the low-cost prepaid space with 5.4 per cent of the market.

ZTE rounded off the top five with 3.5 per cent of the market.

"On the back of new Android product launches witnessed at MWC last week along with the hype around 5G plus, advancements in AI mean that the smartphone market will remain highly competitive and vendors will need to continue to innovate or risk falling behind", adds Bilal.