KEY POINTS

  • In the US market, Apple's massive fourth-quarter sales of the new iPhone 6 globally failed to give the company much traction in its home country. Apple lost .1% market share, more than any other platform. On the vendor side, Apple and Samsung held steady at about 42% and 29% shares, respectively.
  • Android increased its stronghold throughout the EU-5 region over the course of 2014, but the iPhone 6 helped Apple surge back in the fourth quarter. Apple's share of smartphone sales across the EU-5 jumped to 24%, compared to 17% in the same period a year prior.
  • Windows Phone has seen a notable resurgence in Europe and continues to thrive there. It has firmly entrenched itself as the third-place platform with a 9% share of sales in the fourth quarter.
  • In the UK, Apple's strongest EU market, the iPhone 6 helped iOS catapult to a 42% share of sales in the fourth quarter. That's up from a 30% share a year prior. Android holds a slight majority 51% share.
  • Germany is poised for a boom in smartphone uptake in 2015, which means there's room for Apple to cannibalize more share, or for Android to reclaim greater dominance. For now, Android still holds a 71% share to Apple's minimal 21%.
  • Windows Phone has the most traction in Italy of all the European markets. In the second quarter, it actually surpassed iOS for platform share. In the fourth quarter, however, Apple jumped back up to second place.
  • In Spain and France, Apple's resurgence came mostly at the expense of Windows Phone. Spain was a thriving market for Microsoft's platform, but the new iPhones pushed iOS up to a 13% share, the highest-ever share it has achieved in the Spanish market. In France, Microsoft holds a 12% share.
  • The world's largest mobile market, China, shipped roughly 460 million smartphones in 2014, or a 35% share of the entire global market. Going forward we expect China smartphone shipments to grow by an average 8% annually through 2020, slower than overall global smartphone shipments growth.
  • China is extremely fragmented on the vendor side. No vendor cracked even 15% market share in the second quarter. Xiaomi took first place in the market with a 13.7% share. 
  • The Indian smartphone market is becoming the next important market for growth, and competition among vendors is gaining steam. [...]