Apple: New Phone Gains Smaller Than iPhone 5 Surge


According to November data from the internet analytics company comScore (NASDAQ:SCOR), Apple’s (NASDAQ:AAPL) iPhone is gaining share again in the U.S. after experiencing a lull in September and October. Data from Kantar, a British market research, insight, and consultancy company reports that the gains the iPhone experienced in the wake of the 5S and 5C don’t rival the gains made after the iPhone 5′s debut a year ago, per Forbes.

ComScore reports that it believes Apple is increasing its U.S. smartphone share from 40.6 percent in October to 41.2 percent in November. According to the internet analytics company, Apple gained share every month since November 2011 with the exception of January 2012 and September 2013, per a report from Forbes. ComScore estimates that Apple has gained share by nearly 50 percent since October 2011, going from approximately 28.1 percent to 41.2 percent; in November, Apple also cut Android’s lead in the market from 18.2 percent down to 10.7 percent in October.

Google’s Android phones have also been experiencing gains; as a result, devices operating on Android and iOS now comprise more than 93 percent of the smartphone market in the United States. BlackBerry has been one of the primary underdogs in the recent scramble for market share, as both Apple and Google devices have experienced fairly consistent gains. The company, who’s phones were once known as “Crack Berries,” went from 17.2 percent share to a mere 3.5 percent share. Microsoft’s market share has settled around 3 percent.

Dominic Sunnebo, the chief strategic director at Kantar, says that initial fears regarding potential fallout over the 5C were misguided. “Some people worried that Apple was risking it’s historically high consumer satisfaction levels by releasing a lower cost, plastic iPhone. However, the latest data for the US shows that the iPhone 5c has an average owner recommendation score of 9.0/10.0 versus 9.1/10.0 for the iPhone 5S. Both devices attract different customers but crucially each group of owners remains very happy with their choice and are recommending it to others,” according to Forbes.

Since the iPhone 5 as well as the iPhone 5C and 5S became available on approximately the same day about a year apart, it’s particularly interesting to note the differences between the two launches. Between September and November of 2012, the year the iPhone 5 was released, Apple’s U.S. market share increased 34.6 percent to 53.3 percent, or about 1,870 basic points. Between September 2013 and November 2013, Apple’s share grew from 35.9 percent to 43.1 percent, an increase of about 720 basic points; still a gain, but significantly less than a year ago, according to Kantar’s data, per Forbes.

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