The latest data from Kantar Worldpanel shows that Samsung and Apple continue to dominate the U.S. smartphone market, taking a massive 64% of the total market share between them, and accounting for nine of the ten best-selling models.

If share alone was not enough to demonstrate market dominance, our data also shows that these two vendors sold nine of the top ten best-selling smartphones in the three months ending July 2015 – with LG making a cameo appearance in the ranking.

Android increased its U.S. market share by 1.7% in the 12 months ending in July this year, though dropped 7% in Japan and 4.1% in Europe … 

The longer-term outlook for Android looks a little gloomier: that 1.7% growth in the U.S. was achieved by selling to first-time smartphone buyers – a dwindling market. Some 9% of existing smartphone owners migrated from Android to iPhone in the same period, a number that reached 27% in Europe.

In China, Xiaomi took the number one slot from Huawei.

Xiaomi takes advantage of the shortest replacement cycle in urban China, a mere 12 months against the overall smartphone average of 20 months. Brand consideration for Huawei, however, is growing rapidly – now at 51% among consumers intending to upgrade in the next 3 months – Xiaomi reaching only 25%.

Kantar says it expects to see interesting developments in the next quarter’s numbers, as Samsung rolls out its new handsets globally and Apple launches its new iPhones next week.


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