Market share of mobile device vendors in Australia 2011-2023

The mobile device market in Australia has been and continues to be dominated by Apple phones; the company has had a comfortable market lead since 2011 with a share always in excess of 50 percent. During the same time period, Samsung phones were the next most popular mobile device choice for Australians; the company have also held a steady share of the market and a clear lead over their next most popular rivals from a variety of manufacturers.

The Australian smartphone market

The number of smartphone users in Australia is gradually increasing year on year, with user numbers expected to reach over 22 million by 2023. Market penetration of smartphones is also increasing gradually and is expected to reach around 86 percent penetration rate by 2023. The majority of Australians across all age groups were smartphone owners.

Smartphone operating systems

Both Android and iOS were the market leaders of smartphone operating systems in Australia. Apple iOS devices were responsible for the largest share of mobile web traffic in 2022.