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Which platforms should I target: iOS, Android, …?

Android, iOS, Windows Phone… what makes most commercial sense, and which audience is best for my app? We are often asked this question at Apps In The Sky.

Time was it had an easy answer. You released an app for Apple iOS first and others later if at all. Apple had the most users, the largest app store and – arguably – the best system.

Then Android upset that. Since about 2009 its rise has been meteoric and now it has the most users by far – 7 times as many as iOS, which is the next largest. So surely the question once again has an easy answer?

Well… no. As with all questions of marketing it depends on your audience, and Android and iOS users are very different.

  • iOS users pay more. Possibly due to the expense of developing and publishing to the Apple App Store, and possibly due to the fact that it’s smaller altogether, it has much fewer free titles available than Android. Generally therefore Apple users are more resigned to paying for extra functionality.
  • Android users are a much wider base. The sheer range of devices available, from entry-level to top end, make it almost universally suitable. It is used by all kinds of people from CEOs to your gran.
  • iOS users are generally more tech-savvy. All of Apple’s products are at the most expensive end of their markets, and generally the people who spend more on phones/tablets are the people who know more about them.

There are other differences too, and the market split is quite interesting. We have published a whitepaper with more information.

But if you want our quick answer: wait, and release both together. Usually our customers have invested significant marketing resource in that first big “splash”, and just makes sense that your message can apply to your whole audience.

To read more, see our whitepaper: Which Platform?