Leslie Massey
Apple is one of the biggest technology companies in the world, known for its iPhones, MacBooks, iPads, and other innovative products. While Android is the leading mobile operating system in Australia, iOS has been increasing its market share over the past decade. In March 2023, Android held a market share of 52.9% in Australia, while iOS devices held between 17% and 31% of the market in 2020, with Apple's phones becoming more prevalent since then. Apple Pay had around 3,585 users in Australia in 2023, and the number is expected to grow in the coming years. Globally, iPhone is the most popular single cell phone product line, with more than 1.5 billion active users as of 2023.
| Characteristics | Values |
|---|---|
| Popularity of iOS in Australia | 55.55% of the market share in Oceania, which includes Australia |
| iOS vs Android in Australia | Android is the leading mobile operating system in Australia, but iOS has been increasing its market share over the years |
| Number of Apple Pay users in Australia | 3,585 as of 2023 |
| iPhone sales in 2023 | 231.3 million units globally, with the highest sales in the Americas (98.1 million units) |
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What You'll Learn
Apple iOS market share in Australia
Apple iOS has been increasing its market share in Australia over the past decade. While Android has consistently been the leading mobile phone operating system in the country, iOS has been gaining ground. As of March 2023, Android held a market share of 52.9% in Australia, while iOS has been catching up.
The competition between the two smartphone operating systems has intensified, with iOS accounting for a significantly larger market share in recent years. While specific figures for iOS market share in Australia are not readily available, we can look at global and regional statistics to get an idea of its popularity.
In 2023, iPhones held 27.6% of the global market, with the highest sales in the Americas at 98.1 million units sold. Oceania, the region that includes Australia, had a 55.55% market share for iPhones in 2023. This indicates a strong presence of iPhones in Australia, contributing to the overall iOS market share.
Apple Pay, one of Apple's services, provides further insight into Apple's popularity in Australia. As of 2023, Australia had the fourth-highest number of Apple Pay users globally, with 3,585 users. This represents 5% of the total, indicating a notable adoption of Apple's payment service in the country.
While exact figures for Apple iOS market share in Australia may not be available, the information suggests that Apple iOS has a significant presence in the country. The increasing market share and strong regional sales figures indicate a growing popularity for Apple products and services in Australia.
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Apple Pay usage in Australia
Apple Pay is a digital wallet technology that allows users to make payments through their Apple devices. It was first launched in Australia in 2015, with American Express being the first institution to allow its customers to use it. As of 2025, more than 90 institutions, including banks and credit unions, offer Apple Pay in Australia. Some of the major banks that support Apple Pay include Commonwealth Bank, NAB, Westpac, Bendigo, and Adelaide Bank.
Apple Pay is widely accepted in Australia and can be used almost anywhere that accepts contactless payments. It can be used to make purchases in stores, on websites, and in apps. Apple Pay is also available for use on public transport in Sydney and South East Queensland.
Apple Pay offers increased security and convenience for users. It does not store card numbers on devices or servers and creates a unique transaction code for each purchase. This makes it safer than using a physical card, which can be lost or stolen. Apple Pay also allows users to "carry" multiple cards in their digital wallet, ensuring they have the right card for each payment.
In terms of usage, Apple Pay had around 3,585 users in Australia as of 2023, which represented 5% of the total number of users worldwide. While this may not seem like a large number compared to other countries, it is important to note that the adoption of Apple Pay in Australia has been steadily growing. For example, Commonwealth Bank reported a 270% increase in digital wallet transactions made between January 2019 and March 2020, with record numbers of users in 2020.
Overall, Apple Pay is widely accepted and used in Australia, offering a convenient and secure way to make contactless payments.
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iPhone sales in Australia
Apple is one of the biggest technology companies in the world, known for its iPhones, MacBooks, and iPads. While Android has consistently been the leading mobile phone operating system in Australia, iOS has been increasing its market share over the past decade. In March 2023, Android operating systems held a market share of 52.9% in Australia, while iOS made up the remainder.
Apple's iPhone sales in Australia are significant, with the latest models available in the country, including the iPhone 16 series variants. Apple Intelligence, an AI-driven feature, is integrated into the latest iPhones, enhancing user experiences with smarter and more intuitive interactions. The iPhone 16 series offers improved camera systems, with features such as Camera Control for quick access to camera tools, a range of focal lengths for flexible framing, Cinematic mode for artful depth effects, and Audio Mix to boost voices in videos.
Apple also offers trade-in programs in Australia, allowing customers to receive credit towards a new iPhone 16 model when they trade in eligible iPhone 12 or newer devices. This program promotes sustainability by recycling iPhone components, such as gold, cobalt, tungsten, and rare earth elements, for use in new products.
In terms of sales figures specific to Australia, while iPhone sales data for Australia alone is not readily available, it is included in the Oceania region, which had a 55.55% market share in 2023. Apple Pay, another Apple service, has seen adoption in Australia, with the country having the fourth-highest number of users as of 2023.
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iPhone popularity in Australia compared to Android
Apple is one of the biggest technology companies in the world, known for its iPhones, MacBooks, and iPads. In Australia, Apple's iOS and Google's Android are the two smartphone operating systems with the largest market share. While Android has consistently been the leading mobile phone operating system in Australia, iOS has been increasing its market share over the past decade. As of March 2023, Android operating systems held a market share of 52.9%, while iOS held a 60% share in January 2024.
Apple is currently the world's biggest smartphone manufacturer, with a 28.38% market share globally. In 2023, iPhones held 27.6% of the global market, and they are expected to account for 28.8% in 2024. The iPhone is particularly popular in North America, with 54.76% of the market, while Oceania has a 55.55% share. In Australia, Apple is the leading smartphone brand, with a 58.42% market share, compared to Samsung's 27%.
The popularity of iPhones in Australia can be attributed to Apple's high-quality products, strong security, and smooth user experience. With constant updates and innovations, Apple remains a leader in the tech industry, and the demand for its apps and services is expected to grow. Additionally, the rapid rise in mobile phone users in Australia, with an estimated 86.6% penetration rate in 2024, contributes to the growing market for smartphones, including iPhones.
While Android dominates the global smartphone market, iOS has been gaining ground in Australia. The competition between the two operating systems drives advancements in technology, such as improved connectivity, media streaming capabilities, digital payment options, and internet access. Australians embrace these advancements, utilizing their mobile phones for various purposes and taking advantage of the expanding 5G networks.
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Apple's popularity in Australia compared to other countries
Apple is one of the biggest technology companies in the world, known for its iPhones, MacBooks, iPads, and other innovative products. Its App Store offers millions of apps in different categories, with Games, Business, and Education being the most popular. While Android is more popular than iOS globally, Apple's iOS is its biggest competition in Australia.
In Australia, Android operating systems for smartphones held a market share of 52.9% as of March 2023. However, iOS has been increasing its market share in the country over the past decade. While specific iPhone sales figures for Australia are not readily available, Oceania, which includes Australia, had a 55.55% market share for iPhones in 2023. This indicates a relatively high demand for iPhones in the region.
Compared to other countries, Australia's iPhone market share is comparable to that of the United States, which had a 58.1% market share as of 2025. Other countries with higher iPhone market shares include Japan (68.75%), Denmark (65.75%), and Canada (60.47%). On the other hand, countries like Germany (38.95%), France (35.38%), China (24.22%), and India (3.98%) have lower iPhone market shares than Australia.
In terms of Apple Pay usage, Australia ranks fourth behind the United States, the United Kingdom, and Canada, with 3,585 users as of 2023. This represents 5% of the total Apple Pay users globally, indicating a relatively strong adoption of Apple's payment system in Australia compared to other countries.
Overall, while specific iPhone sales data for Australia may not be readily available, the available information suggests that Apple's products, including iPhones and Apple Pay, have a significant presence in the country, with their market share and usage levels comparable to, or even exceeding, those of some other developed nations.
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Frequently asked questions
Apple is one of the biggest technology companies in the world, known for its iPhones, MacBooks, and iPads. In 2023, iPhones held 27.6% of the global market, with North America having the largest share at 54.76%. Oceania, the region that includes Australia, had a 55.55% market share.
Android has consistently been the leading mobile phone operating system in Australia, with 52.9% of the market share as of March 2023. iOS has been increasing its market share over the past decade and is the biggest competition to Android in the Australian market.
Apple Pay had around 48.7 million users worldwide in 2023, with the United States having the highest number of users at 39,781 (56% of the total). Australia had 3,585 users, making up 5% of the total.
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