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Apple iPhone 5S outsells 5C three to one as Windows Phone claims 10 per cent EU market share

Sales figures in the UK for Apple's higher-end iPhone 5s are triple that of its cheaper counterpart, the iPhone 5c, according to the latest sales data from Kantar Worldpanel ComTech.

The latest smartphone sales data, for the three months to October 2013, shows that the new iPhone models have boosted Apple's market share, while Windows Phone now accounts for over 10 per cent of European smartphone sales as its popularity continues to grow.

"In almost all markets, the iPhone 5s and 5c releases have given iOS a significant bounce compared to the previous month," said Dominic Sunnebo, strategic director at Kantar WorldPanel ComTech.

"Momentum for Windows Phone is continuing, although its growth remains reliant on low-end handsets. In Britain, almost three quarters of Nokia Lumia sales in the latest period were low-end devices such as the Lumia 520 and 620 – a pattern that is similar across other EU markets."

Android remains the most popular operating system in the UK, with 55.6 per cent of the market share, while Blackberry's woes continue with almost a 5 per cent market share loss from 8.1 per cent to 3.3 per cent.

The iPhone 5s has outsold the 5c across all markets, however the 5c has attracted new customers to Apple. The less expensive 5c has appealed to people from lower income households, with 42 per cent of iPhone 5c owners earning less than $49,000 (£30,000) compared with only 21 per cent for the iPhone 5s.

"The release of the iPhone 5C marks Apple's first move away from high-end handsets," said Sunnebo, "a strategy that has attracted new customers to try the brand for the first time.

"The good news for Apple is that this wider appeal is attracting significant switching from competitors. Almost half of iPhone 5C owners switched from competitor brands, particularly Samsung and LG, compared with 80% of 5S owners who upgraded from a previous iPhone model."

Figure: Kantar WorldPanel ComTech