Solely the EU can save Android within the US now

The most recent US smartphone market share report from Counterpoint Analysis makes for grim studying within the battle of Android versus iOS. Apple’s iPhone accounted for a huge 55% of the market in Q2 2023, up a formidable 10% in comparison with a yr 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 collection and several 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’s 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? Take 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 get pleasure from many trendy messaging options with iPhone house owners, corresponding to high-quality media sharing, learn receipts, and extra. Apple’s dealing with of the difficulty is disappointing despite the fact that an answer is on-hand in RCS. CEO Tim Cook dinner infamously dismissed the difficulty final yr, 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 an alternative of a normal blue bubble. Sadly, there have been quite a few reviews 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. But it surely doesn’t cease there; a New York Submit 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 the usage of an previous meme to assert “he’s a ten however has an Android,” as individuals advised that having an Android telephone was a dealbreaker for potential companions.

Apple has clearly gained over customers by making itself cool and unique. But it surely’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 price range choice is hilariously ignorant, because the finest Android telephones might be dearer than the most well-liked iPhones. Moreover, there’s no scarcity of foldable handsets which can 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 swap 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 compelled to make use of Apple Pay if they need tap-to-pay performance. And no, Apple Pay isn’t out there 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 wish to swap between platforms. Th is implies somebody seeking to swap from iOS might want to purchase a brand new USB-C cable and/or adapter in the event that they wish to hop aboard the Android prepare (in the event that they don’t have chargers/cables already). Thankfully, that is altering quickly. But it surely virtually goes with out saying that Apple would’ve made this swap ages in the past if it actually cared in regards to the atmosphere.

Both method, 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 prospects within the US to change. And that gained’t be for an absence of attempting.

Android producers have typically debuted cutting-edge {hardware} forward of Apple, but none have made a distinction within the US. Examples embody periscope cameras, one-inch main 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 pattern 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 an alternative, it appears like most iPhone-toting US customers intrigued by foldables are prepared to attend till Apple finally will get on the bandwagon.

A few of this basic indifference to Android improvements might be chalked as much as solely fans caring about them. However you additionally should 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 want iOS and the Apple ecosystem.

There’s a method that Android OEMs would possibly be capable to claw some market share again from Apple within the US, although, or not less than cease the bleeding. Sarcastically, this lifesaver may very well be the European Union.

The EU has been cracking down onerous on Apple (and Google) through the years. One of many bloc’s most distinguished strikes has been to mandate interoperability between main messaging platforms, iMessage included.

This represents the perfect 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 house. This doesn’t essentially imply inexperienced bubbles will go away, but it surely does counsel a extra succesful messaging expertise for Android-toting customers when texting iPhone customers. And this might go an extended option to addressing a major ache level for Android and iOS customers.

The EU has additionally compelled Apple’s transfer to USB-C as a part of its requirement for producers to supply a typical charging commonplace, with the iPhone 15 collection anticipated to undertake the port for the primary time. Lastly, the bloc is taking a better take 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 type for Android telephones within the US, as these units are capable of attain value factors and niches that iPhones merely can’t. But it surely appears just like the US is just too far gone for Android to threaten Apple’s market share within the quick 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 will likely be key for Android’s long-term survival, if not a revival, within the US.