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Apple iPhone Share Slips, Then Jumps In October

New York – Apple’s U.S. smartphone share fell in the three months ending October but shot up in October because of the Sept. 20 launch of the iPhone 5s and 5c, according to a consumer survey Kantar Worldpanel ComTech.

For the three months ending October, the sales share held by iOS smartphones fell 6.4 percentage points from the year-ago period to 40.8 percent, while Android share rose 4.9 percentage points to 52.6 percent. Windows share rose 2.3 percentage points to 4.8 percent, and BlackBerry share fell 0.8 percentage points to 0.8 percent.

 In October, however, Apple’s iOS smartphone share soared to 52.8 percent, in part because the lower priced 5c “appeals to a broader audience than Apple usually attracts,” said Dominic Sunnebo, strategic insight director. “In the U.S., the biggest demand for these mid-end models is coming from lower income households,” he said. “Some 42 percent of iPhone 5C owners earn less than $49,000 compared with just 21 percent for the iPhone 5S.”

 Kantar also found that iPhone 5c customers tend to be slightly older at an average of 38 years compared to 34 years for the 5s.

 “The good news for Apple is that this wider appeal is attracting significant switching from competitors,” Sunnebo said. “Almost half of iPhone 5c owners switched from competitor brands, particularly Samsung and LG, compared with 80 percent of 5s owners who upgraded from a previous iPhone model.”