After a decade and a half of expansion, the global smartphone market has plateaued, according to analysts at IDC
after its launch, the iPhone “continues to change the world”, said Tim Cook, Apple’s chief executive, as the company reported quarterly earnings on July 28th. It has certainly changed Apple. In an otherwise bumpy week for
Now, after a decade and a half of expansion, the global smartphone market has plateaued, according to, a data firm, which also forecasts no growth over the next four years. Apple still has room to increase its market share. Although in America the iPhone accounts for nearly half of smartphone sales, in Europe it makes up more like a quarter, according to Kantar, a research firm. Nonetheless, the years of rocket-powered annual growth are over.
The strategy is picking up speed. Last year services brought in $68bn in revenue, or 19% of Apple’s total. That is double the share in 2015. In the latest quarter services’ share was even higher, at 24%. Apple doesn’t break down where the money comes from, but the biggest chunk is reckoned to be fees from its app store, which amounted to perhaps $25bn last year, according to Sensor Tower, a data provider.
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