As the two most important smartphone operating systems in the world, Android and iOS dominate the global mobile phone operating system market. According to data from research company Gartner, 99.9% of smartphones sold in 2017 were equipped with these two operating systems. In this way, Apple seems to be evenly split with Android. And Apple's iPhone has only a dozen models before and after, how did it grab so many markets from the amazing number of Android models?
Just as Wei, Shu and Wu divided the world, it does not mean that the three are really evenly matched. In fact, the world has three points, and Cao Wei monopolizes more than two. Android and Apple did divide the smartphone market, but they did not divide equally. From the perspective of market share, Android has an absolute advantage, occupying more than 80% of the global market share, but not even sharing the world with Apple. According to Gartner's data, Android accounts for up to 86%, while iOS only accounts for 14%. This data fully illustrates the market advantage that Android has gained with the number of models. The total sales volume of the Android camp far exceeds that of Apple phones, about six times that of Apple phones.
However, considering that Android devices are available at various price points and styles are also diverse, and iOS focuses on the high-end market, Apple's performance has been excellent enough. From a single model point of view, Apple’s performance is still the best, and as a manufacturer, Apple has achieved the world’s second largest shipment volume with its expensive iPhone, second only to Samsung, and it is also very successful. From the perspective of overall shipments, Android dominates the smartphone market, but looking at high-end models, it is just the opposite. Apple almost dominates the high-end market. Therefore, Apple obtains most of the profits of the entire industry with less than 20% of the shipment share. In terms of influence and profitability, Apple does not fall behind at all. Especially in terms of profitability, Apple is the leader. From some perspectives, Apple does dominate the entire smartphone market with Android, instead of letting Android dominate the market.
Why does Apple rely on so few models to gain such an important market position? The reason is simple. The market strategy has two basic ideas. One is to take a focused route and create quality products. The other is a diversified route with extensive layout. Apple chose the former, selling the iPhone series on the market at a price much higher than the average price of Android phones, and has been leading the trend of the entire mobile phone market. Most other manufacturers lack the ability to make high-end models like the iPhone. Considering Apple's first-mover advantage, unless they can do better than the iPhone, it will be difficult to grab market share from Apple. Therefore, we had to turn our attention to people of different consumption levels and develop a large number of different models to seize the market. Compared to producing an iPhone, it is much easier to produce an ordinary Android machine. A large number of manufacturers are fighting at low and medium prices, and the Android camp therefore has an astonishing number of models, which have also seized most of the market. Only with the high-end market guarded by Apple, the Android camp has been difficult to break through.
As a result, the smart phone market has formed a situation where the two powers compete for hegemony. Apple dominates the high-end market with the iPhone, while the Android camp has taken away almost all the low-end market. The high-end market is symbolic and lucrative. Apple has always been in the position of pioneer and leader. The Android camp mainly plays the role of popularizers. The two have jointly completed the global popularization of smart phones and helped more people use smart phones. Apple and Android also have their place. Apple has won with quality and reputation, and its profits have been generous. Android has an absolute advantage in shipments with its rich models.
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