Federica Laricchia
Research expert covering the global consumer technology industry
Get in touch with us nowApple leads the UK smartphone market
First introduced in 2007, the iPhone soon became Apple’s most successful product. The dramatic growth in iPhone sales in the following years saw Apple become the smartphone industry leader in several countries. The United Kingdom is one such market, with Apple commanding over half of the mobile device market in 2023, ahead of its competitors Samsung, Huawei, and Xiaomi. Similarly, Apple’s smartphone operating system, iOS, accounted for around half of the mobile operating system market in the UK, followed by Android. iPhone models gained popularity among all age groups in the country, especially among the younger generations, who often build an entire Apple product ecosystem around the iPhone with products such as the Mac, iPad, and Apple Watch.From iPads to HomePods: Apple products a favorite in the UK
Apple also dominates in the UK tablet space, with the iPad leading the British tablet market for over a decade. However, Apple’s market share has begun to decrease with the release of competing devices, dropping to roughly 60 percent in 2023. By contrast, Tim Cook’s company does not rule over the laptop and desktop PC industries in the UK, and yet still manages to cut itself a substantial piece of the market share, with 27 percent of British internet users owning a MacBook. In addition to iPhones, iPads, and Macs, other products, including Apple Watches, AirPods, and HomePods, have also proven popular in the UK.All in all, Apple has become a household name, having a high reputation in the UK and worldwide – a title that the company can secure by staying ahead of the curve when it comes to bringing innovation in their devices and services.
