Apple iOS mobile market share in the UK 2011-2024, by month

In July 2024, the total market share of Apple's iOS mobile operating system in the United Kingdom (UK) reached roughly 44 percent, a slight decrease compared to the same month in the previous year.

Apple's kingdom

With 38 Apple stores In the United Kingdom, Apple remains undisputed in the smartphone and tablet computer markets. Indeed, in 2023, Apple’s iOS accounted for nearly half of both the mobile and tablet operating system market share. Only in the PC market, it is second to its competitor Windows, which recorded a market share of over 67 percent.

In addition to iPhones, iPads, and Macs, other electronics consumer goods are part of Apple’s kingdom, such as Apple headphones, smartwatch (Apple Watch), and smart speakers (Apple HomePod). The same can be said about Apple’s AppStore, which offered over 1.64 million apps as of the third quarter of 2022.

Smartphones in the UK

The penetration rate of smartphones and the number of smartphone users has been growing for quite some time, and Apple and Android have been dominating the smartphone market since the beginning. By 2025, over 60 million UK citizens are forecast to use smartphones. Most consumers seemed to be satisfied with their smartphones brand, and only a small percentage were very likely to purchase a new phone on the next possible occasion. Of course, smartphone manufacturers also come out with new models quite frequently.