The iPhone 5s has been outselling its cheaper counterpart the 5c at a rate of three to one, as the latest suite of Apple devices has helped boost the manufacturer's market share.
According to the latest figures from Kantar Worldpanel ComTech, Apple sits with a market share of 28.7% for the three months to the end of October, up from 27.0% for the three months to the end of October. Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, said: 'In almost all markets, the iPhone 5S and 5C releases have given iOS a significant bounce compared to the previous month. Generally, Apple’s share of the market still remains lower than when the iPhone 5 was released, although this is not wholly unexpected as shoppers tend to react more positively to ‘full’ releases than incremental improvements such as the 5S and 5C.'
Sunnebo said the 5c, which is cheaper than the 5s, has helped attract consumers from rivals. Almost half of 5c owners have moved from other manufacturers, with Sunnebo highlighting Samsung and LG, He said 80% of 5s owners upgraded from a previous iteration of the Apple device.
The 5c had been seen as Apple's move toward the mid-market, although prices were higher than had been expected. Apple disappointed retailers by constraining supply of the 5s, with retailers accusing the manufacturer of trying to drive sales of the 5c.
Android continues its dominance in the UK market, with a 55.6% share in the UK and a 70.9% share across Europe. Windows Phone is continuing to grow momentum in the UK, with a share of 11.9%, compared to 4.6% a year ago. Sunnebo said: 'Momentum for Windows Phone is continuing, although its growth remains reliant on low-end handsets. In Britain, almost three quarters of Nokia Lumia sales in the latest period were low-end devices such as the Lumia 520 and 620 – a pattern that is similar across other EU markets.'