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Apple mobile sales reach 14 percent: NPD study

May 2, 2011

The iPhone now makes up 14 percent of the United States mobile phone market, making Apple the third-largest manufacturer outranking HTC, Motorola and Research In Motion, according to an NPD Group study. 

The NPD Group found that Apple’s share grew thanks to Verizon Wireless selling the company’s iPhone device. Apple is behind Samsung at 23 percent and LG at 18 percent. 

“The availability of the iPhone on Verizon enabled Apple to increase its market share, although Android is still dominant with half the market,” said Ross Rubin, executive director of industry analysis at NPD, New York.

All about Apple
Apple’s iPhone officially came to the Verizon network in February.

According to NPD, the device solidified its position as the top-selling mobile device in the U.S.

Apple’s 3GS, Motorola Droid X, HTV Evo 4G and HTC Droid Incredible round out the top-five mobile handset ranking, per NPD.

Additionally, smartphone unit sales increased eight percent in the first quarter compared to the previous quarter.

The company also reports that total handset unit sales fell 1 percent.

“Apple and Google continue to be the leading smartphone platforms, and Apple in particular as a brand is seeing growing momentum as the market turns increasingly to smartphones,” Mr. Rubin said.

Mobile market
Fifty-four percent of all new mobile handsets purchased by U.S. consumers were smartphones, according to NPD’s Mobile Phone Track consumer tracking service.

The company found that the average selling prices for all mobile devices increased by 2 percent from the previous quarter and reached $102.

However, NPD found that the average prices for smartphones declined three percent and fell to $145.

Mr. Rubin found that companies such as Apple and HTC have changed the game and are helping drive change in the mobile market. 

“Smartphone platform market leadership affects things such as development tools, app choices and prevailing mobile ad networks,” Mr. Rubin said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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