Delayed iPhone X launch hurt global iPhone share, Kantar says

Above First buyer Yamaura holds Apple's new iPhone X

The latest version of iOS became available in late September, and in November Apple said it was running on just over half (52%) of devices, while 38 percent were still on iOS 10 (which arrived in September last year) and 10 percent on earlier versions.

In an analysis of smartphone operating system sales for the quarter ended October, Kantar also said iOS market share slipped in Japan and key European markets, while Android clocked gains in most markets.

It's this window that Kantar believes may have hurt Apple's market share.

The market share for Apple's iPhones, as measured by sales of its iOS mobile operating system, declined to 32.9 percent in the United States, from 40.6 percent a year ago, Kantar Worldpanel ComTech's data showed. Android also gained in other countries including Japan, Britain and Germany. The company released a new update for Gmail for iOS today, bringing support for third-party email services as well as the iPhone X's display (via The Verge). "Considering the complete overhaul that the iPhone X offers, consumers may be postponing their purchase decisions until they can test the iPhone X and decide whether the higher price, compared to the iPhone 8, is worth the premium to them".

Urban China, a market once overrun with new challengers, is maturing, with the top five players all posting strong growth and the long tail of challenger brands falling away rapidly.

And as for Apple's declining share in USA and major European markets, the next set of data could very well project a comeback for the company.

Early reports had suggested Apple pushed the launch of the iPhone X due to supply issues, though that hasn't seemed to be much of an issue.

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