While the global smartphone market grew at an accelerated pace in the September quarter, Apple's share of it slipped from 13.6 percent to 12.1 percent year-over-year, according to new research data.
Android devices advanced their lead from 84.1 percent to 87.5, Strategy Analytics said. Platforms beyond Apple and Google's -- such as Windows and Tizen -- collectively shrank from 2.3 percent to just 0.3 percent.
Industry shipments rose 6 percent from 354.2 million units to 375.4 million, the fastest growth in a year. Strategy Analytics linked this to "emerging markets with relatively low smartphone penetration" spread across Asia, Africa, and the Middle East, with India and South Africa in particular being strong points.
Apple iPhone shipments dipped from 48 million to 45.5 million, reportedly because of mediocre performance in China and Africa. Apple CEO Tim Cook once touted China as the company's next major frontier, but while that market is still critical, the company has struggled to compete against rising local phone makers such as Oppo and Huawei.
Despite Android solidifying its control, the platform is facing problems, Strategy Analytics commented. It's becoming "overcrowded" with hundreds of manufacturers, the firm suggested, with few of them making profits. Google's new Pixel phones could also take marketshare away from some of Android's original hardware backers.