Damon Mcknight
Apple and Android are the two leading smartphone operating systems in Australia, with Android dominating the smartphone market globally. In 2023, Apple's iOS held a 60% share of the mobile operating system market in Australia, while Samsung, the leading Android device manufacturer, held just over a 20% share. Apple's iPhone is the most popular single cell phone product line in the world, with 1.5 billion active users as of 2023. However, Samsung's Galaxy line of phones often achieves a similar global market share, occasionally surpassing iPhone sales. In Australia, Apple and Samsung are the top two smartphone brands, with OPPO coming in third.
| Characteristics | Values |
|---|---|
| Leading mobile phone operating system in Australia | Android |
| iOS market share in Australia (as of January 2024) | 60% |
| Leading smartphone brand in Australia (as of 2024) | Apple (58.42% market share) |
| Second most popular smartphone brand in Australia (as of 2024) | Samsung (27% market share) |
| Third most popular smartphone brand in Australia | OPPO |
| Most popular iPhone model in Australia | iPhone 15 |
| Most popular Android smartphone in Australia | Google Pixel 8 |
| Most popular premium smartphone in Australia (as of Q1 2023) | Samsung Galaxy S23 series |
| Global smartphone market share of Android (as of 2024) | 72% |
| Global smartphone market share of iOS (as of 2024) | 27% |
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What You'll Learn
Android has the largest market share in Australia
Android has consistently been the leading mobile phone operating system in Australia. In 2024, Android dominated the smartphone market with 72% of the market share, while iOS held roughly 27%. In 2023, Apple's iOS held a 60% share of the mobile operating system market in Australia, while Samsung, the leading Android device manufacturer, held just over 20%. Samsung's Galaxy line of phones often attains a similar global market share to Apple, and Samsung occasionally pulls ahead to lead the market.
While Apple and Samsung dominate the Australian smartphone market, OPPO is Australia's third-largest smartphone brand. Despite a slight drop in market share from 5.7% to 5.4%, OPPO remained strong due to the performance of its OPPO Find N2 Flip and its budget-friendly A series. Google is also popular with Australian buyers, with the Google Pixel 8 being the most popular Android smartphone for most people.
The premium smartphone market in Australia, defined as phones costing upwards of $1,000 USD or around $1,500 AUD, saw a growth in sales driven by the Samsung Galaxy S23 series and iPhone 14 series. However, overall sales in the Australian smartphone market declined by 7.6% in the first quarter of 2023 compared to the same period in 2022. This drop in demand could be attributed to cost-of-living pressures and higher inflation.
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Apple iOS has been increasing its market share
In January 2024, iOS held a 60% share of the mobile operating system market in Australia, while Samsung had a share of just over 20%. In 2023, Apple dethroned Samsung in global sales, selling 234.6 million iPhones compared to Samsung's 226.6 million devices. This increase in Apple's market share is also reflected in the rising popularity of iOS devices in Australia, with iOS holding an estimated 27% of the market in 2024, up from between 17% and 31% in 2020.
The premium smartphone market, which includes phones costing upwards of $1,000 USD, has seen strong growth in Australia, driven by sales of the Samsung Galaxy S23 series and iPhone 14 series. This trend towards premium smartphones has contributed to Apple's increasing market share in the country.
Apple's iOS is one of the two major mobile operating systems in the world, the other being Google's Android. While Android is more popular globally, iOS has been gaining ground in Australia, with its market share increasing over the past decade. This increase in market share can be attributed to the popularity of Apple's iPhone product line, which offers a range of features and options that appeal to consumers.
Apple's iOS ecosystem, which includes the iPhone, iPad, and other Apple devices, provides users with a seamless and integrated experience that may be a factor in its increasing market share. The security and privacy features offered by iOS devices are also valued by consumers, particularly in certain countries where phone security is a concern.
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Apple iPhone 15 is the most popular iPhone
In Australia, Android has been the leading mobile phone operating system, with iOS as its biggest competition. As of January 2024, iOS held a 60% share of the mobile operating system market in Australia.
Apple's iPhone 15 is the most popular iPhone. Firstly, it is more affordable than the newer iPhone 16, which offers a dramatic improvement in performance. The iPhone 15 is a 2023 phone that is good enough for most tasks, and it is available at a lower price. The iPhone 15 has a 6.1-inch screen with a Dynamic Island pill-shaped display cut-out for the front-facing camera, and a colour-infused glass back with an aluminium frame. It has a 120Hz high-refresh rate screen, with an always-on display feature that allows users to view notifications without powering on the screen.
The iPhone 15 also has impressive graphics capabilities, handling graphic-heavy games like Call of Duty: WarZone Mobile and Resident Evil 7: Biohazard without any issues. It has a triple-lens rear camera system, with a 48-megapixel main lens, a 48-megapixel ultrawide lens, and a 12-megapixel telephoto lens with 5x optical zoom. The iPhone 15 Pro Max has a larger screen size of 6.7 inches, and the iPhone 15 Pro offers AI features.
Overall, the iPhone 15 is a capable device with powerful performance and Pro-level features, making it a popular choice for iPhone users.
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Google Pixel 8 is the most popular Android smartphone
In Australia, Android has consistently been the leading mobile phone operating system, with Apple's iOS as its biggest competition. As of January 2024, iOS held a 60% share of the mobile operating system market in Australia, with Samsung, the leading Android device manufacturer, holding just over a 20% share.
Google's Pixel 8 is the most popular Android smartphone. The Pixel 8 offers a 50-megapixel camera, a custom Tensor 4 chip, and a 4,575 mAh battery. It also supports more on-device AI features than its predecessor, the Pixel 8 Pro, including voice typing, Audio Magic Eraser, and Gemini (Google's gen AI chatbot). The Pixel 8 is also one of the first devices to receive any kind of Android update, allowing users to stay up-to-date with the latest software.
The Pixel 8 has a sleek design, with rounded corners, flat sides, and a soft-touch matte back. It is priced at $700, which is $100 more than its predecessor, the Pixel 7, and the same price as the base model iPhone 16 and Galaxy S25. The Pixel 8 provides excellent value for money, offering a premium experience at a competitive price.
The Pixel 8 is a powerful smartphone that combines performance and durability. It offers a seamless experience with Google apps like Gmail, Maps, and Photos, as well as advanced AI capabilities for enhanced productivity and security. With its regular updates, the Pixel 8 ensures that users have access to the latest innovations and features, making it a top choice for Android users in Australia.
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Samsung is the third most popular smartphone brand
In the Australian smartphone market, Apple's iOS and Google's Android are the two leading operating systems. Apple has consistently been the top smartphone brand in Australia, with a market share of 58.42% as of 2024. Samsung, the leading Android device manufacturer, is the second most popular smartphone brand in Australia, with a market share of 27% in 2024. This figure represents a slight increase from the 20% market share Samsung held in 2023.
Samsung's market share in Australia has remained steady over the years, and the company has maintained a clear lead over other smartphone manufacturers. While Apple has dominated the Australian market since 2011 with a share always exceeding 50%Samsung Galaxy S23 Ultra, for example, has been recognised as the best high-end Android phone in Australia. Samsung's smartphones provide a competitive alternative to Apple's iPhones, attracting a significant portion of the Australian market.
Samsung's position as the third most popular smartphone brand globally, behind Apple and Xiaomi/Mi, reflects its strong presence in the Australian market. The company's continuous innovation and diverse product offerings have contributed to its success in the country. Samsung's focus on delivering advanced technology and a seamless user experience has likely driven its steady market share in Australia.
While Apple and Samsung dominate the Australian smartphone market, other brands compete for a smaller share. Google's Pixel 8, for instance, has gained recognition as a popular Android smartphone choice for Australians. However, beyond these leading brands, the market share for other companies in Australia typically falls around the 1% mark.
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Frequently asked questions
As of 2024, Android is the most popular operating system in Australia, with 72% of the market share.
iOS has around 27% of the market share in Australia, as of 2024.
Apple is the leading smartphone brand in Australia, with a market share of 58.42%.
Google Pixel 8 is the most popular Android smartphone in Australia.
OPPO is Australia's third most popular smartphone brand.
