Gartner Research

Apple, Windows and Android: Diversity and Complexity Create Opportunities for Device Providers

Published: 21 September 2015

ID: G00290882

Analyst(s): Annette Jump , Roberta Cozza


The device scene is complex with hybrids and phablets growing, and a larger choice of devices available. Product managers within device vendors often have too many SKUs or poor choices. We give recommendations for the best combination of devices by screen size and OS for users.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Windows OS continues to dominate traditional PCs and new hybrid devices, while Android and iOS lead tablets and smartphones, forcing device providers to work across multiple OS ecosystems and enhance efforts around interoperability and content sharing across all devices
  • When purchasing a new device, users' behavior toward the Windows OS varies by device type and age group, encouraging device providers to invest mainly in the hybrid and tablet opportunity to appeal to the segments with younger users
  • Young consumers prefer smaller screen sizes in all devices, while consumers in mature markets like larger notebooks; the optimal screen size for detachable hybrids is 10 to 13 inches across all countries, forcing device providers to vary their product portfolios by region and age groups

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