Insider Intelligence latest news, announcements, and media resources.

Apple Grows iPhone Share in US, Despite Overseas Challenges

iPhone share grows, but Android still dominates

March 13, 2019 (New York, NY) – While iPhone sales have been lackluster in some overseas markets, Apple’s smartphone continues to gain users in the US. According to eMarketer’s latest mobile usage forecast, the iPhone’s user base ticked up 5% in 2018 and will grow another 3% this year.

In 2019, 105.2 million people in the US will use an iPhone, giving Apple a 45.2% share of the US smartphone market. That share will grow 0.1% each year through 2021.

“The variety of iPhones available at different price points has contributed to the smartphone’s continued success in the US,” said eMarketer forecasting director Shelleen Shum.  “The Apple ecosystem, along with the brand’s reputation for creativity and privacy, is still remarkably effective in maintaining user loyalty and attracting new users.”

Android will continue to dominate the US smartphone market, having overtaken Apple in 2011. This year, Android usage will grow more than 3% to 124.4 million people. Its share of US smartphone users will increase to 53.4% in 2019, and reach 53.8% by 2021. Both Android and Apple continue to steal share from BlackBerry and Windows phones.

“The good news for major players is that smartphones from Chinese manufacturers, like Xiaomi and Huawei, which are often available at lower price points, do not pose an immediate threat in the US due to the lack of availability from local carriers,” Shum said.

Total smartphone usage in the US will grow 3% this year to reach 232.8 million people. In 2019, smartphone usage will surpass 70% of the US population.

eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

About eMarketer
Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy. eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research, including forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

For more information, contact:
Douglas Clark
Global Director of Public Relations


Corinne Weir
Public Relations Coordinator


Posted on March 12, 2019.