Computers (Macs) - Lenovo, HP, Dell, Microsoft, etc.
Tablets (iPads) - Samsung, Microsoft, etc.
Phones (iPhones) - Samsung, Google, etc.
Smart Watches (Apple Watch) - Samsung, Garmin, etc.
Cloud Storage Services (iCloud) - Google, Microsoft, Amazon, etc.
Bluetooth Audio Devices (AirPods) - Samsung, Sony, Bose, etc.
Bluetooth tracking tags (AirTags) - Tile
TV Streaming Boxes (AppleTV) - Roku, Amazon, Google, etc.
VR Headsets (Apple Vision Pro) - Meta/Oculus
Am I missing any major product categories for Apple here? They aren't even close to holding majority market share in most of those categories I listed.
Apple knows that they are a premium fashion brand. It was what Jobs was aiming for from day one.
Can tech fashion be its own market segment?
This is not meant to be an Android vs iOS debate. I am trying to point out that your perspective is incredibly dismissive of the real reasons iOS is gaining market share.
However, even that doesn’t fit what we see. Their pricing isn’t luxury - compare Google or Samsung’s flagship phones and it’s basically equal, nothing remotely like the significant cost differential we see between normal and luxury clothes or other personal goods, and that’s before you factor in the lead they have on features like performance or security. Buying a Mercedes costs multiple times more and won’t get you to work faster but buying an iPhone will load every web page faster than an Android phone at the same price point, for example.
I do not know the real reasons, but I have heard 2 things repeated often:
1 -- the ability to work smoothly with other apple products, which is sort of a circular argument, but it makes it harder or costlier to switch away from apple, so could tend to increase market share.
2 - There were a ton of recent articles about teenagers being made to feel inferior for having an android phone instead of an iphone, which fits with the fashion aspect.
There are of course other reasons why people say they prefer iphone, but I find it difficult to distinguish what people think is better from what they are simply already accustomed to.