Dan Ness, Principal Analyst, MetaFacts, February 2, 2024
Summary
Anchoring Apple’s market strength is its technology ecosystem, primarily when more than one Apple device is used with another. One of the most basic market metrics of Apple’s progress is whether an adult is using at least one Apple OS device – an iPhone, an iPad, or a Mac.
This MetaFAQs reports on the percentage of online adults actively using at least one Apple OS device, split by country and age generation.
Apple’s growing market penetration, especially among later generations
- Over half of all Gen Z and millennial adults in the US, UK, Japan, and China use at least one Apple device – an iPhone, iPad, or Mac
- Among Gen Z adults in the US and Japan, Apple is approaching the three-quarter level in the market penetration of any of their key devices
- The lowest level is among early generation Germans, those Boomers/Silent Generation Germans born in 1964 or earlier, where the share is two in nine. Even though this share is the lowest of all of the countries and generations surveyed, Apple’s penetration has risen within this group since 2020