iPhone XR was Britain's best-selling smartphone in the first three months, according to Kantar Worldpanel ComTech, with the cheaper handset that encourages the owners of older models to upgrade.
Apple launched the iPhone XR along with higher spec iPhone XS and XS Max in an effort to appeal to more pricing points and encourage those with older devices to upgrade to a newer model without breaking the bank.
16 percent of iPhone XS and XS Max owners are upgraded from an iPhone X, only one percent of iPhone XR owners upgraded from the previous model.
Overall, iOS market share decreased from 37 percent to 35.9 percent in the UK, as Android increased its share from 62.7 percent to 63.8 percent.
Apple did well in the US where the iPhone XR accounted for one of ten units sold and apple increased its share by 6.5 percentage points to 45.5 percent. Motorola also enjoyed a three-year high, mostly at the expense of LG, which suffered its worst performance over the same period.
However, Android was dominant in Europe and accounts for 79.3 percent of all sales in the EU's largest economies. This can be attributed to solid profits for Chinese companies Huawei and Xiaomi, but also because of Samsung's performance in Italy and Spain and demand for the Samsung Galaxy S1
Earlier this month, Gartner predicted smartphone shipments of 0.5 percent from $ 1.81 billion to $ 1.8 billion this year, before rising 1.2 percent to $ 1.83 billion over the next 12 months. The figures are the latest in a series explaining modest or declining growth in the sector, driven by rising prices, a perceived lack of innovation and market saturation.
It is hoped that 5G and new form factors that foldable can see the market's return to growth.