Making a successful mobile application is difficult. One of the first choices you need to make is which mobile operating system to go for. To be successful, you want your app to fit the operating system like a glove.

In this article, we discuss the current mobile platform market. First, we’ll talk about iOS and Android.

iOS vs. Android: The market of two

Ten or so years ago, there were a variety of mobile operating systems on the market: Microsoft, Symbian, RIM, Android, iOS, plus several smaller ones. It seemed that the market would never stop expanding.

Today, there are only two major mobile operating systems left: iOS and Android. iOS has kept a more or less stable market share over the last six years. But Android skyrocketed in 2009, outgrew iOS, and reached a similar sales volume to it in 2013.

Together, iOS and Android now represent a staggering 99% of mobile operating system market share.

Target audience: Geography

iOS and Android cater to different target audiences.

iOS is popular in the United States, Canada, Australia, Japan, and Western Europe. Android dominates Central and South America, India, Africa, China, the Middle East, Russia, Eastern Europe, and some other countries.

The takeaway is simple: go for the operating system that's most popular in your key markets. If your app’s target audience is outside North America, Australia, Japan, and Western Europe, go with Android. This way your product will have more opportunity to spread and succeed.

Technical specifications

Apart from the geographical distribution of users, there are some technical details to pay attention to.


When designing Android applications, designers generally follow Google’s Material Design Guidelines, which specify table sizes, icon spacing, color palette recommendations, and many other things.For iOS, designers can refer to Apple’s Human Interface Guidelines. These guidelines don't dictate details, instead offering recommendations for achieving

For iOS, designers can refer to Apple’s Human Interface Guidelines. These guidelines don't dictate details, instead offering recommendations for achieving intuitive design. Some may argue that Apple’s guidelines give designers more freedom than Google’s.

Without getting into too much detail, there are three main differences between the Material Design Guidelines and Human Interface Guidelines.

  1. Depth and perception. Google advocates material design, which resembles sheets of paper stacked on top of each other. Apple prefers designs that have depth. In iOS, thin lines and blurred margins make elements seem to float in their own spaces.
  2. Animation. Google wants animations to enhance the user experience and enliven the design; lights and vibrations create a more hands-on user experience. Apple sees animation as something with pure utility. In iOS, animations should be simple and discrete.
  3. Navigation. Google’s take on navigation is rather laid back. It can be anywhere; just make it obvious. This freedom can boost creativity but can also lead to designs that aren’t all that user-friendly. Apple limits navigation options, making designers think carefully about what functions to include. But this restriction usually leads to comfortable and intuitive designs.

Keep these differences in mind when coming up with your app’s special look.

Device and platform fragmentation

Android is an open platform. Developers can use Android source code to customize the Android operating system.

Although this definitely has advantages, an open environment can make mobile development problematic because:

  1. Smartphone manufacturers tend to alter Android to fit their devices, which forces developers to tweak apps to make them work on particular smartphones and tablets;
  2. Some devices have cheaper components (such as processors and cameras), which can cause bugs or slow down apps, making your app less appealing to some users.

Below is Google’s official chart with 2018 updates on the status of Android platform fragmentation.

iOS has little to no issue with fragmentation. The most recent chart from Apple shows that more than half of all devices are running iOS 11.

The takeaway: an iOS application will run on more devices for less development time than its Android counterpart.

App store submission

When you have deadlines to meet, the time required for app store submissions can be a crucial factor.

The App Store applies manual quality testing with real people performing step-by-step app reviews. On top of that, they also use automated tests. The waiting period for a single app review is one to two days. If your app is rejected, a review team member can explain the reason.

The Google Play Store uses automated testing only. This can leave some minor issues unnoticed but simplifies the process. An app can be available on the Google Play Store in as little as one to three days after submission. If your app is rejected, however, it’s difficult to get ahold of Google’s review team to discuss why.

Application updates take one to two days on the App Store; on Google Play, apps can be updated every two hours.

In our experience, the App Store is very meticulous in their reviews while Google Play hardly ever rejects applications.


Some online sources suggest that developing for iOS is cheaper than for Android. We can say from experience that this is not true.

The price of app development depends on an app’s features and design, not on the programming language or operating system. Some people make the basic argument that Java code is generally more verbose than Swift code. However, we would also like to dispel this rumor with two points:

  1. Sometimes, Java solves tasks with less code than Swift.
  2. Have you heard of Kotlin?

To get a proper estimate of the cost of development, you can multiply your team’s hourly rate by the estimated development time. There’s no other way to determine a price without making calculations for a specific project.

Return on Investment

When it comes to generating in-app revenue, there are several techniques to consider. Developers usually take different approaches for iOS and Android apps based on their target audiences.

iOS users are more likely to spend money on applications and tend to spend more than Android users when they do so. According to a market study by Wolfgang Digital, the average Android user spends three times less on apps than the average iPhone user.

The App Store generates money mostly from app purchases. But Google Play users don’t particularly enjoy buying their apps. iPhone owners tend to object to any and all in-app advertising. Android users often seem not to be bothered by it.

Based on these facts, we can suggest the following application monetization strategies:

  1. iOS: sell the app itself, implement premium in-app purchases or purchases removing ads
  2. Android: offer in-app purchases or purchases giving access to all application features

iOS vs. Android: The current situation and future prospects

The most recent version of Android is 8.0 Oreo. It offers many new features and updates including performance, UI/UX, and safety improvements. It also comes with a Picture-in-Picture feature that lets you use a few apps at once (for instance, have a video chat and send an email at the same time).

For Apple, the latest version of their mobile operating system is iOS 11. It offers improvements to the UI/UX, enhanced Apple Pencil capabilities, updated functionality, and new camera modes. Apart from that, it comes with a new SDK for Machine Learning. The standout iOS 11 feature is Apple’s Augmented Reality Kit (ARKit). ARKit lets you create augmented reality applications using Apple’s powerful A9 through A11 processors. With ARKit, developers can create more realistic AR projects than ever before.

We’re pretty sure that with augmented reality and virtual reality, the sky is the limit. Apple and Google continue to improve these technologies with each update. If you're looking to integrate AR and VR into your own app, now’s the time.

Also, let’s not forget about machine learning. As interest in this technology increases, developers strive to simplify its implementation. And the simpler it gets to implement machine learning, the easier it is to create products that can learn from users and adapt to their preferences.

Making the choice

Were you waiting for the last part of this article where we would tell you which operating system to develop for?

Sadly, making a definite call is a rather impossible task. In spite of how different Android and iOS are, there’s no definite winner. Base your choice on the specifics of the app you want to create, focusing on your app’s unique needs and the solutions offered by each platform.

An app that’s available on both platforms is accessible to more users. Hence, it has a way better chance of success. And here’s a good rule of thumb: an MVP is better than nothing at all. Consider creating an MVP for both iOS and Android, then improve the features as it makes sense.

Looking to get an estimate for product development? Contact our sales department, tell them what you have in mind, and we’ll get started right away. We’ll be glad to offer great professionals to help you.