Industry News

Data Desk: iOS 10 just surpassed iOS 9 to become Apple’s most used mobile operating system

by Katie Jansen on Oct 6, 2016

After only two and a half weeks, iOS 10 has surpassed all other versions of iOS to become Apple’s most popular operating system. As you can see in the chart below which compares US iPhone users of iOS 10 to iOS 9,  iOS 10 has a 55% to 45% advantage, respectively. Internationally, the numbers are 48% and 52% for iOS 10 and iOS 9, respectively. These figures are corroborated by Mixpanel¹ as well. If these adoption rates haven’t convinced you, here are some more reasons why you should always upgrade your app to the latest with the latest core features in new iOS version releases.


Don’t worry about quality or quantity of users — both are great

The adoption rate for new OSes among iPhone users is unlike any other platform in history. Within hours of its release, there were millions and millions of users. And the early adopters of software (and especially hardware), are precisely the valuable users you want attract.

Apple features apps that highlight its new hardware/software

When Apple talks about something in their WWDC keynote, they are excited about it. They want to see it in the hands of developers, then consumers on a massive scale. They document it, they give extensive workshops at WWDC. They answer your questions readily. Take the hint! They are really proud of the new features they’ve created, and they want to promote developers who’ve taken these new tools and made a great app experience.


So like clockwork, every year after the latest version of iOS is released, Apple features apps that use the latest APIs/features as well as those that take advantage of the newest hardware. Promotion like this  is never a guarantee of course, but if you thoughtfully take advantage of the latest the OS has to offer, your chances of getting featured are much better than average.

Updating apps frequently is just good practice

Updating apps with new features on a recurring basis is a great way to keep your retention high with users. You should have a product roadmap, and a rough schedule for your releases. And as long as you have this roadmap, account for the fact that you’ll know about new features in June (when they’re announced at WWDC) and can deploy them in September (when the new iPhones and iOS launch).

Whenever Apple releases its latest and greatest, it’s a fantastic opportunity to get your app more exposure, delight your users, and capitalize on valuable early adopters.

¹Note: methods, sources, and specific measurements vary, but trend is validated

Katie Jansen is AppLovin’s Chief Marketing Officer. In addition to her work, Katie is an advocate for women in tech and equality in the workplace.