iPhone Usage Statistics 2024 by Region, Market Share, App Retention and Demographics

It’s no surprise that the iPhone has one of the most loyal user bases. It is primarily because of how attractive the ecosystem is. But have you wondered how different parts of the world and age groups use their iPhone devices? These numbers may amaze you and give some insights about how powerful Apple’s smartphones are.

Here are some iPhone usage statistics by region, market share, demographics, and user retention.

Some General Stats on iPhone Usage

Before diving into region-specific statistics about iPhone usage and numbers, it’s essential to consider some general statistics.

• As of 2024, more than 1.2 billion iPhones have been sold. This number includes all the iPhone models that Apple has released.
• However, the number of daily active users in the U.S. is only 90 million. This means that many iPhones are barely being used.

• Customer satisfaction is a critical area in which Apple excels. According to Apple, 98% of its customers are satisfied with their iPhone experience.
• People tend to use their iPhones for over 4 years before upgrading to the next option.
• iPhone users are also very punctual when it comes to updating the OS.
• According to the report from Apple, almost 85% of iPhone users are running the latest version of the OS.
• The Apple App Store, which contains applications for iPhone and iPadOS, is home to more than 2.2 million applications.
• The average amount spent on applications is $78 per user annually.
• Security and privacy are common reasons why many users ditch Android for iPhone.
• Touch ID and Face ID on iPhone models are used by 9 out of 10 users.

Now that you have a general idea of how popular iPhones are, we will see how different regions differ.

iPhone Usage Statistics by Region

• iPhone usage is at the highest in North America, with both the United States and Canada having almost half of their population using an iPhone.
• In Europe, the situation is different, with an average of 35% of the overall smartphone users preferring an iPhone.
• In Asia, there are both emerging markets, such as India, and established markets, such as Japan.
• More than half of Japan’s smartphone users prefer the iPhone.
• But in the case of India, the number is 3% to 5% but is actively growing.

Market Share of iPhone

Here are some statistics on the market share held by iPhone in the US and other regions.

• The global market share of the iPhone is only 27.6% due to the large number of Android devices in the market.
• In North America, the iPhone dominates the market, with a market share of 54.76%.
• Similarly, the iPhone’s market share in Oceania is higher at 55.55%.
• The iPhone has the lowest market share in South America, Asia, and Africa.
• These regions have lower iPhone market shares due to the higher price of iPhones and the average living expenses in these continents.
• The market share of the iPhone in the South American, Asian, and African markets is expected to improve in the upcoming years.
• There has been a noticeable increase in the use of these in the last ten years as well.
• There were close to 153 million iPhone users in the United States as of 2023. The number is expected to rise in this year.
• According to predictions, Apple is expected to sell 240 million units of iPhone devices in 2024.
• Even though the market share of iPhone in Asia is generally low, Japan is a case of exception. In 2024, the market share of the iPhone in Japan is close to 60%.
• In Europe, the situation is 20%, 25% and 30% in Germany, the UK and France respectively.

• Thanks to its market share, the iPhone remains a significant source of income for Apple, raising $190 billion in 2023 alone.
• Apple is expected to sell 240 million iPhone units this year, according to predictions.
• 2015 was the most popular year for iPhone sales because 231 million units were sold.
• India is a market that Apple is heavily targeting, considering the potential for increased market share.

App Retention Rates

Let’s now look at which apps have the upper hand in the world of iPhones.

General iPhone App Retention Trends

• TikTok, Instagram, WhatsApp, YouTube, and Facebook are the most used iPhone apps in 2024.
• It is reported that an iPhone user is likely to spend more than 4 hours a day on average.
• In 2023, the number was 3 hours, and the 1-hour increase is something essential.
• The average app retention rate is 43% in 2024. This means that only 43% of users will go back to an app after 30 days of installation.
• Most iPhone users tend to use an app actively for a short period. Specifically, 40% use it for less than a day, 15% for a day, and 7% for a week. Only 38% of iPhone users will continue to use an app within 30 days.

Popular iPhone App Categories

• In terms of app categories, gaming apps have the highest retention rate because 45% of users tend to use a gaming app even after three months.
• On the other hand, social media apps have a retention rate of 30% after three months.
• Productivity apps are in the third position with a 25% retention rate.

• Multiple factors, such as the onboarding process and in-app engagement, can influence the retention rate for the first few days.
• However, to enable a reasonable retention rate over time, the developer has to roll out new features and constant updates, ensuring user engagement.

Impact of New iOS Updates on iPhone App Retention

• Regular updates are crucial to keep the retention rate high because people tend to go away from apps that are not updated in terms of features and usability.
• Personalization seems to be another factor that is increasing the retention rate because the user develops an association with it.
• An active feedback loop is also proven to increase the retention rate by a large shot.
• Subscription model applications have a higher retention rate over one-time purchases because of the consistent amount that a user is paying.
• Applications that have multi-platform availability and synchronization options get a higher retention rate than the ones without.

iPhone Usage Statistics by Demographics

Wondering what age groups and genders use iPhones the most? Here are some stats.

Age Distribution of iPhone Users

• The age distribution of iPhone users is pretty interesting because, according to 2024, the majority of the iPhone user base belongs to the age group of 18 to 24.
• However, within the age group of 25 to 34, the number is not so wrong because it is still at 26%.
• As people get older, it seems to reduce a bit as the user base within the age group of 35 to 44 is only 20%.
• People who are older than 44 seem to use the iPhone the least, with only 12% doing this.

• However, one noticeable impact here is that all these numbers have improved from the last year by 2% or 3%.

Gender Distribution of iPhone Users

• The gender distribution of iPhone users reveals that 50% to 55% of iPhone users are male.
• These male users tend to use tech-related applications, productivity tools, and other utilities.
• On the other hand, 45% to 50% of female users are on the global base.
• In this demographic, social media, health, and fitness category applications are more popular.

• Male users of iPhones are mostly tech and gadget enthusiasts who try to make the best use of the device.
• Productivity and business tools are the most popular applications among male iPhone users.
• There is also an increased use of e-commerce applications such as Amazon.
• Streaming services such as Apple Music, Netflix, and Apple TV+ are also more prevalent among male users.
• According to some statistics, female iPhone users tend to use the device primarily for communication, such as texting, FaceTime, and video calls.
• When it comes to app preferences, shopping apps and health and fitness apps are more popular.
• Social media apps contribute to most of the time female users spend on their iPhone devices.
• Quite interestingly, female iPhone users tend to make use of the customization options within iOS, such as personalized wallpapers and themes.
• In terms of similarities, both female and male users of iPhone devices are loyal to the brand.
• The Pro and Pro Max variants of iPhones are more prevalent among male users than female users.
• While the app categories vary, male and female iPhone users install a considerable number of apps.

Income Levels of iPhone Users

• 38% of the iPhone user base makes more than $100,000 per year. In previous years, this was 35%.
• On the other hand, 28% of the user base makes only $50,000 to $100,000 per year.
• The other part of the demographic earns less than $50,000 but still earns an iPhone.
• One cannot dismiss the contribution of lower middle-income and lower-income iPhone users.
• 10-15% of iPhone users are in the lower middle-income category, with an average annual salary of $30,000 to $50,000.
• Even the lower income category, with people earning less than $30,000 per year, makes up 5-10% of the iPhone user base.
• For obvious reasons, brand loyalty is the highest among higher-income customers because they have the option to upgrade as devices become available.
• Another reason for this is the ability to afford more devices from the ecosystem.
• Even though the income levels of iPhone users vary depending on the region, the high-level income sector seems to follow the iPhone option.
• In most countries, people make use of trade-in programs as well as financing options to pay for the iPhones in installments.

Educational Background of iPhone Users

How learned are the average iPhone users? Here are some insights.

• Around 20-25% of iPhone users across the world have an advanced degree, such as a Master’s or a PhD or an MD.
• They also happen to have high-paying jobs, which allows them to stay close to the brand.
• On the other hand, 40-45% of iPhone users have a bachelor’s degree.
• Another 20-25% of iPhone users have some level of college education, but they may have dropped out of college or may not have complete degrees.
• Now, the other 15-25% of the iPhone user base has either a higher high school diploma or an equivalent degree or has not completed high school education.
• Depending on their education, qualifications, and background, people with higher education tend to use their iPhone devices for multiple needs, such as productivity, email, communication, and, of course, personal communication.
• Higher-educated individuals also try to use learning options that are available through the iPhone, such as learning apps and other options.
• Under the impression that higher educated individuals have access to better pay, there is a correlation between the education level and the ability to own an iPhone.
• These statistics also are correlated with other demographic factors such as gender and location.
• For instance, people with higher education and who live in urban areas tend to use iPhones more than people living in rural areas who do not have a degree.

Trends and Insights

• 5G adoption is expected to be a massive trend among iPhone users in the coming years.
• Along with this, the popularity of augmented reality and virtual reality applications will improve.
• Apple is also planning to enhance the security and privacy sector of the iPhone, as these features are a massive reason for conversion from Android to iOS.
• Personalization options in terms of home screen customization and widgets are also expected to dominate the iPhone usage trends in the coming years.
• The popularity of subscriptions such as Apple TV+ and other value-added services is also expected to skyrocket in 2024.

Conclusion

I hope these statistics have given you an overview of how iPhone usage is growing within the smartphone market.

While these insights are varied depending on the region and demographics, one can confidently say that the adoption rate of iPhone usage will only double or triple in the coming years.