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  • Writer's pictureFelipe Jaramillo

iPhone vs. Android: Where Should I Launch My App?

Updated: Apr 2

iPhone and Android platforms have gained immense popularity and have become essential tools for people worldwide. While Android dominates the global market, iOS is the preferred choice in the United States.

Android, with its open-source foundation, has become a global sensation. It allows developers to customize the operating system according to their needs, making it extremely adaptable. This adaptability has contributed to Android's soaring popularity, as it caters to a wide range of user preferences and requirements. Moreover, Android's market share continues to grow globally, reaching new heights with each passing year.

On the other hand, iOS has managed to establish its dominance in the US. The iPhone, as a premium brand, has captured the hearts of many Americans. Apple's strategic positioning as a luxury smartphone provider has created a sense of exclusivity and desirability among consumers. Furthermore, iOS devices offer exceptional user experiences, with seamless integration between hardware and software. Users often praise iOS for its simple, sleek, and user-friendly interface.

When launching a new app as a young company or early startup owner, you may wonder whether to focus on Android or iOS. Let's delve into the factors you should consider before making this decision.



Market Share

Market share refers to the percentage of a particular market that is controlled by a company or product. It is a measure of a firm's sales and market presence relative to its competitors.

Market share is a valuable metric for businesses as it provides insights into their performance and competitiveness within the industry. By analyzing market share, companies can gauge their market position and identify growth opportunities or potential threats.


Comparison of market share between iPhone and Android devices

Globally, Android leads the smartphone market, making it an attractive platform for reaching a wide audience. However, in markets like the U.S., iOS holds significant sway, especially among higher-income users​​​.


Global Market Share Data

Android devices have firmly established themselves as the leader in the global smartphone market. Android, developed by Google, has been able to capture a larger portion of the market compared to its main competitor, the iPhone.

According to StatCounter, currently Android dominates the global market share with around 71% of all smartphones running on the Android operating system. On the other hand, iOS, the operating system behind the iPhone, holds a smaller market share of about 27%.


One of the key factors contributing to Android's overwhelming market share is its availability across a wide range of devices from various manufacturers. Unlike the iPhone, which is exclusively produced by Apple, Android can be found on smartphones from companies such as Samsung, Huawei, Xiaomi, and many others. This gives consumers a wide array of options when it comes to choosing an Android device, appealing to different budgets and preferences.

Moreover, Android's open-source approach has contributed to its market dominance. This means that developers can easily create apps for Android devices, leading to a vast and diverse app ecosystem. This feature, combined with the wide availability of Android devices, has propelled the platform's popularity and ultimately resulted in its substantial market share lead over iOS.

In conclusion, Android devices outshine iPhones when it comes to market share. With a global market share of around 87%, Android has firmly established itself as the dominant operating system for smartphones. The availability of Android on various devices from different manufacturers and its open-source nature have played crucial roles in achieving this market success.


USA Market Share Data

Both iPhone and Android have a significant presence in the US. However, there are noticeable differences between the two platforms. As of 20224 iPhone holds a sizeable percentage of the market share in the country, with approximately 60% of smartphone users in the US using an iPhone.

As we'll see forward, one notable difference between iPhone and Android users is their demographics. iPhone users tend to have higher incomes and education levels compared to Android users. This can be attributed to the premium pricing of iPhones, making them more popular among affluent individuals. Android, with its wider range of options, appeals to a broader demographic, including budget-conscious consumers.

Perhaps one of the biggest factors contributing to iOS's dominance in the US is the high satisfaction and loyalty ratings it receives. Apple customers are known for their unwavering loyalty and satisfaction with their iPhones. This level of customer devotion is unmatched in the smartphone industry, making iOS a force to be reckoned with.


Analysis of user demographics for each platform

Age Groups:

  • The iPhone is the preferred choice among 65% of 16-34-year-olds, with Gen Z's technological proficiency contributing to this trend.

  • Android: Finds favor with the 35+ demographic, particularly Gen X and Baby Boomers, reflecting a generational shift in technology preferences, appealing to those who prioritize practicality and affordability.


Gender Distribution:

  • iPhone: Almost evenly split between male and female users globally, but shows a slightly higher female user base.

  • Android: Displays a male-dominant user base (about 57% male), but studies show women engage more actively in the app market, especially in in-app purchases.


Income Levels:


Education Levels:

  • iPhone: A significant portion (38%) of users hold college degrees. This trend is even more pronounced among younger users, with 58% in the 18-34 age bracket having higher education.

  • Android: Attracts users with diverse educational backgrounds, but a smaller proportion (27%) hold college degrees compared to iOS users.


According to demographic insights, it is evident that iOS and Android target different American market segments. Generally, iPhones are preferred by a younger, more affluent, and educated demographic, reflecting a tech-forward and upscale consumer base. On the other hand, Android appeals to a diverse audience, including older generations and those with a wide range of incomes and educational backgrounds.

These differences are crucial for app developers and marketers when tailoring their strategies to each platform's unique user base.


User Insights in the USA: iPhone and Android

Brand Loyalty and Reasons for Choice:

Apple's strong market presence in the USA is rooted in its American origins, perceived security, and high resale values, contributing to a notable 90% brand loyalty among iPhone users. Android's appeal lies in its diverse range of devices, customization options, and affordability. While Android users exhibit less brand loyalty compared to iPhone users, they value the platform’s flexibility.


Popular Features and User Experience:

iPhones are favored for their slick user interface and high-quality app experience, supported by Apple's integrated ecosystem. In contrast, Android offers extensive customization, from home screens to physical buttons, catering to users who seek personalization and practical functionality in their devices.


Satisfaction and Engagement:

iPhone users in the U.S. demonstrate high satisfaction, spending more on apps and engaging deeply with Apple's services. Android users, characterized by a value-driven approach, spend less on apps but appreciate the variety and openness of the Android market.


App selection and quality

The Apple App Store is renowned for its superior app quality, while the Google Play Store has expanded its app collection and addressed quality issues. The Apple environment streamlines app development, making apps available early in the App Store.

Initially, the Google Play Store faced challenges due to its open policy, leading to substandard and risky apps. However, the Google Play Store has improved and now competes strongly with the App Store, with most major apps released simultaneously on both platforms, reducing differences in app selection and quality.

iOS vs. Android: Platform Strengths at a Glance:


iOS (Apple App Store)

Android (Google Play Store)

User Spending

Higher average of in-app purchases and subscriptions, making it more lucrative for monetization.

Generally lower in-app spending, with a preference for free or ad-supported apps.

App Review Process

Stricter and more thorough, leading to higher quality and security standards.

Faster and more automated, allowing for quicker app launch.

Market Reach

Strong presence in high-income countries and among specific demographics (younger, tech-savvy users).

Wider global reach, especially in developing countries, appealing to a broader audience.

Development Environment

Controlled and uniform, offering a streamlined testing process for a limited range of devices.

Open and diverse, supporting a wide range of devices but with greater fragmentation.

Developer Cost

Higher development costs and annual fees for developer accounts.

Lower entry barrier with a one-time fee for a developer account.

Brand Loyalty

Higher brand loyalty among users, with a strong preference for Apple’s ecosystem.

More varied brand loyalty, with users often open to switching between different manufacturers.


Both iPhone and Android cater to distinct segments in the U.S. market, with iPhones appealing to a younger, tech-forward audience and Android attracting users seeking variety, customization, and value. Understanding these preferences is crucial for businesses and developers looking to tap into the smartphone market in the USA.


Differences in App Submission Process and Guidelines

The Apple App Store and Google Play Store present distinct pathways for submission and approval.

The App Store, known for its rigorous and manual review process, demands strict adherence to quality and security guidelines, necessitating a $99 annual developer fee. This thorough vetting often results in longer approval times.

On the other hand, the Google Play Store offers a more streamlined, automated review process, facilitated by a one-time $25 developer account fee, making it faster and easier for developers to release apps. This flexibility contributes to its larger app library and broader market reach, despite having less stringent criteria compared to Apple's App Store​​​​​​.


iOS or Android, Where Should I Launch My App?

The ideal strategy for maximum reach and impact is to launch an app on both iOS and Android platforms when possible. iOS appeals to a younger, tech-savvy demographic and is popular in high-income countries, offering advantages in user spending, especially for in-app purchases. Android, with its larger global market share, is ideal for reaching broader and diverse users.

Launching on both platforms allows for a broader market reach, diversified revenue streams, risk mitigation, valuable user insights, and a competitive edge by leveraging each platform's unique features.

By launching your app on both iOS and Android platforms, you effectively ensure that platform-specific limitations or user preferences do not constrain your application's reach.

So, as long as your technology stack, outreach strategy, and financial resources allow it, you should always launch your app on both platforms

If you can't launch on both apps and need to decide on just one platform, consider evaluating your target audience and revenue strategy. If your app is geared towards a more affluent audience or relies heavily on in-app purchases, iOS may be the better choice. However, if you are looking to reach a wider audience and generate revenue through ads or have limited resources for development, Android could be the way to go.

Here's a comprehensive guide to help you make an informed decision:

Understanding Your Audience:

  • iPhone Users: Typically younger, tech-savvy, and with higher disposable incomes. If your app targets a demographic that values brand prestige, seamless user experience, and security, launching on iOS might be more beneficial.

  • Android Users: Offers a broader reach outside the US, especially globally and in diverse economic backgrounds. Android is preferred by users who value customization and affordability.

App Features and Development:

  • iOS Development: Offers a more uniform and controlled environment, potentially leading to a smoother development process. However, keep in mind the stringent app review process and higher development costs.

  • Android Development: Provides flexibility and a wide range of device compatibility but comes with the challenge of fragmentation and a more complex testing process. The open ecosystem of Android can be an advantage for certain types of apps.

Monetization Strategy:

  • iOS Monetization: iOS users tend to spend more on apps and in-app purchases. If your revenue model relies on these, iOS could be more lucrative.

  • Android Monetization: Android's larger user base can be advantageous for ad-supported apps or those relying on volume.

Market Trends and Revenue:

  • iOS Trends: Dominant in high-income countries like the U.S. and Japan, iOS users tend to be brand loyal and are willing to spend more on apps.

  • Android Trends: With a larger global market share, Android dominates in developing countries and is a go-to for apps focusing on a wide audience.

Other Considerations:

  • Cost-Effectiveness: If you're on a tight budget, Android can be a more cost-effective starting point.

  • Brand and Product Alignment: Ensure your app aligns with the brand ethos and user expectations of the chosen platform.

  • Long-term Goals: Consider your long-term business goals. You might start with one platform and expand to another as your app grows.

In conclusion, the best answer is to take both platform advantages, but your decision should be based on a strategic understanding of your app's unique value proposition, target market, and how these align with the characteristics of each platform. Whether you choose iOS, Android, or plan to launch on both platforms, understanding the strengths and limitations of each can significantly impact your app's success.


Advantages and challenges for developers on each platform

Developing apps for iOS and Android each come with their unique set of advantages and challenges. Understanding these can help developers make informed decisions and prepare for the specific demands of each platform.


iOS Development

Android Development

Uniform Hardware and Software

Less complexity in testing and optimization due to limited device range.

More flexibility for customization and feature integration due to open-source nature.

Affluent User Base

Higher income levels of users lead to better monetization opportunities.

Larger global market share, particularly in developing countries, offering a wider audience.

Stringent App Store Guidelines

Ensures high-quality and secure apps, increasing user trust and satisfaction.

Ability to target a variety of devices with different hardware capabilities.


iOS Development

Android Development

Strict Approval Process

Longer approval times and need for frequent updates or changes.

Device fragmentation makes app testing and optimization more challenging.