Windows Phone overall market share declines in the EU by 0.7 percent, while Apple retains its leadership in China with a 24.4 percent market share.

According to the latest report by Kantar for Q1 2015, the overall market share of Windows Phone handsets have come down to 9.2 percent from 9.9 percent in EU. For the most part, the overall market share of Windows Phone has remained more or less the same, with its highest market share at 13.3 percent in Italy while its lowest was at 2.5 percent in Spain.

Meanwhile in the U.S, the market share remained the same at a mere 3.8 percent. This could be largely due to the fact that there has been no Lumia flagship device in the country for 2 years now.

Apart from the EU and the USA, Kantar also revealed numbers for Japan, Australia, and China. In Australia, Windows Phone commands a decent market share at 7.7 percent, which has increased from 6.6 percent recorded in the same period last year. However, in China and Japan, the overall market share of Windows Phone stood at just 1 percent and 0.2 percent respectively.

Kantar’s report also revealed numbers for Android and iOS, with Android gaining a market share of 62.4 percent from 59.5 percent in the U.S, while across Europe, its share dropped to 70.5 percent with a decline of 2.3 percent of market share.

“In urban China, Apple retained its leadership as a smartphone vendor, as its share reached 24.4%, up from 17.5% for the same period in 2014,” said Tamsin Timpson, strategic insight director at Kantar Worldpanel ComTech Asia. “Android remained the most popular operating system, thanks to local players who now control nine of the top ten positions in vendor share, with Xiaomi and Huawei battling for the top spot within this OS.”

Kantar’s report was largely focused on Android, suggesting that the OS needs a ‘hero flagship’ as soon as possible, though the same can be said about Windows platform as well if it wants to attract users as Android and iOS continue their dominance and get a hold on consumers.

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