Apple’s Lead Shrinks

In 2024, Apple came close to losing its lead over Android in North America – a to change put down to the availability of high quality, affordable Android devices from Samsung and Google, offering premium features at a lower price than Apple do. The increasing popularity of foldable phones, now that we’re a few generations into that tech and it’s faring a lot better than it used to, also played a part.

This change towards the end of last year, took Apple’s dominance in North America to its lowest ebb in five years.

Bounce Back

However, it didn’t take long for Apple to bounce back. The start of 2025 saw iOS climb back to a 52.6% market share, with Android falling to just over 47%. Looking at the long term picture though, this lead is shrinking.

Global Mobile Web Traffic

Outside North America it’s a different story. In February, 2025 iOS devices accounted for nearly 28% of global mobile web traffic, with Android taking the lion’s share of the remainder of that market, at nearly 72%.

Impact of Tariffs

It will be very interesting to see how this is impacted by the current tariffs being imposed by the U.S. and where consumers spend their hard earned money, specifically looking at market share differences between the U.S. and the rest of the world.

Watch this space.

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