In the smartphone market, which is several years further along its growth curve, the battle lines are better defined. Here, Google's Android is the clear de facto standard. According to market researcher IDC, Google's Android controls nearly 80% of this booming market, although much of this comes from lower margin device sales in emerging markets.
Shifting tablet fortunes
As it too develops, the same dynamic will likely play out in the tablet market in the years to come. There are already signs of it: Using the same cost advantages that help it dominate the smartphone market, Android has slowly come to control the majority of tablet shipments as well. However, many still believe Apple generated more in term of revenue in this space.
However, that trend likely went Google's way in the third quarter according to one analyst. In this video, tech and telecom analyst Andrew Tonner looks at this disconcerting news for Apple and explains why he believes it won't last for Apple.