Only the EU can save Android in the US now

The newest US smartphone market share report from Counterpoint Analysis makes for grim studying within the battle of Android versus iOS. Apple’s iPhone accounted for an enormous 55% of the market in Q2 2023, up a formidable 10% in comparison with a 12 months in the past. This dominance is especially noteworthy as a result of the quarter was a quiet interval for Apple with no new telephone launches. In the meantime, Samsung accounted for a mere 23% of the market (down 5% year-on-year) regardless of launching the Galaxy S23 sequence and a number of other Galaxy A telephones in Q1 and Q2.

This newest report means that main alarm bells are ringing for Android and OEMs available in the market. However there may be one potential lifesaver, although: the European Union.

Apple’s market share positive aspects come because the iPhone builds on its place as a standing image. However this has additionally introduced a rising tide of elitism, as some US iPhone house owners understand Android as cheaper and inferior.

Don’t consider me? Have a look at the iMessage saga; Apple insists on treating Android house owners like second-class residents in group texts. Android house owners can’t take pleasure in many trendy messaging options with iPhone house owners, equivalent to high-quality media sharing, learn receipts, and extra. Apple’s dealing with of the difficulty is disappointing although an answer is on-hand in RCS. CEO Tim Cook dinner infamously dismissed the difficulty final 12 months, noting that this wasn’t a precedence for the corporate proper now.

However maybe the most important driving drive is the inexperienced bubble phenomenon, the place Android house owners are marked with a inexperienced as a substitute of a regular blue bubble. Sadly, there have been quite a few experiences of Android toters being pressured into shopping for an iPhone or just being shunned because of being a inexperienced bubble.

Even NBA star Giannis Antetokounmpo was the topic of ridicule on-line after he was seen utilizing a Google Pixel 6 Professional in 2022. Nevertheless it doesn’t cease there; a New York Publish article from 2019 discovered that some iPhone house owners wouldn’t date Android customers due to the inexperienced bubble. A contestant on The Bachelor was mocked for his Android telephone too.

This baffling elitism prolonged to using an outdated meme to assert “he’s a ten however has an Android,” as individuals prompt that having an Android telephone was a dealbreaker for potential companions.

Apple has clearly received over customers by making itself cool and unique. Nevertheless it’s maintained this standing within the US by cultivating this tradition of elitism, silently encouraging customers to see Android as an uncool platform for the cash-strapped.

Associating Android because the funds choice is hilariously ignorant, as one of the best Android telephones will be dearer than the most well-liked iPhones. Moreover, there’s no scarcity of foldable handsets which might be dearer than the priciest iPhones, with the likes of the Google Pixel Fold retailing for $1,800. However the technique seems to have legs.

It doesn’t assist Android OEMs that Apple makes it exceptionally troublesome to go away its ecosystem or change between platforms. For starters, the corporate’s companies are both unique to its platforms (iMessage) or woefully underbaked on Android (see Apple TV Plus and Facetime).

Apple’s restrictive coverage on NFC has additionally been within the highlight, because it doesn’t enable third-party apps to make use of NFC for wi-fi funds. This implies Google Pay customers who’ve switched to iOS are pressured to make use of Apple Pay if they need tap-to-pay performance. And no, Apple Pay isn’t obtainable on Android.

The corporate’s long-standing resolution to make use of Lightning over USB-C has additionally created extra friction for smartphone house owners who need to change between platforms. This implies somebody trying to change from iOS might want to purchase a brand new USB-C cable and/or adapter in the event that they need to hop aboard the Android practice (in the event that they don’t have chargers/cables already). Luckily, that is altering quickly. Nevertheless it virtually goes with out saying that Apple would’ve made this change ages in the past if it really cared concerning the setting.

Both manner, the iPhone maker is rightfully praised for its ecosystem, but it surely isn’t above sketchy or downright anti-competitive measures.

Sadly, I don’t assume any main Android improvements will persuade most Apple-toting clients within the US to change. And that received’t be for a scarcity of making an attempt.

Android producers have usually debuted cutting-edge {hardware} forward of Apple, but none have made a distinction within the US. Examples embody periscope cameras, one-inch major cameras, excessive refresh charge screens, 5G, ultrawide cameras, ultra-fast charging, and wi-fi charging. And these are simply the {hardware} improvements, not to mention Android-first software program improvements too.

We’re actively seeing this development bear out in 2023 with foldable telephones. Samsung’s earlier foldables have clearly failed to show the tide within the US, and that doesn’t look set to vary with its fifth-generation Galaxy Z Flip 5 and Z Fold 5. I actually doubt holy grail foldable improvements like mud resistance, crease-free screens, and glass/glass-like shows will make a distinction, both.

As a substitute, it appears to be like like most iPhone-toting US shoppers intrigued by foldables are keen to attend till Apple finally will get on the bandwagon.

A few of this common indifference to Android improvements will be chalked as much as solely fanatics caring about them. However you additionally must assume that some status-conscious iPhone customers merely understand Android telephones to be beneath them, whatever the improvements delivered to the desk. And eventually, we’re positive that many Apple followers merely favor iOS and the Apple ecosystem.

There may be a method that Android OEMs would possibly have the ability to claw some market share again from Apple within the US, although, or no less than cease the bleeding. Satirically, this lifesaver might be the European Union.

The EU has been cracking down arduous on Apple (and Google) over time. One of many bloc’s most outstanding strikes has been to mandate interoperability between main messaging platforms, iMessage included.

This represents one of the best likelihood but for Apple’s iMessage dominance to be damaged within the US. Or on the very least, it can drive Apple to lastly play properly with Android and third-party apps within the messaging area. This doesn’t essentially imply inexperienced bubbles will go away, but it surely does recommend a extra succesful messaging expertise for Android-toting customers when texting iPhone customers. And this might go a protracted approach to addressing a big ache level for Android and iOS customers.

The EU has additionally pressured Apple’s transfer to USB-C as a part of its requirement for producers to supply a standard charging commonplace, with the iPhone 15 sequence anticipated to undertake the port for the primary time. Lastly, the bloc is taking a better have a look at Apple’s restrictive NFC insurance policies, opening the door for extra tap-to-pay choices on iPhones.

There’ll all the time be a market of some form for Android telephones within the US, as these units are capable of attain worth factors and niches that iPhones merely can’t. Nevertheless it appears to be like just like the US is just too far gone for Android to threaten Apple’s market share within the brief to medium time period.

Nevertheless, the EU’s quite a few crackdowns ought to make it simpler for individuals to hop between Android and iOS sooner or later, whereas additionally forcing Apple to make lodging for Android. And these measures shall be key for Android’s long-term survival, if not a revival, within the US.