Posted October 26, 2012 7:54 am by with 0 comments

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Easy there Apple fan boys. There’s nothing to see here. No bashing of Apple and any ‘it’s the end of Apple as we know it predictions’. No, in fact, it is quite the opposite.

Yesterday’s announcement of Apple’s ‘missing’ of analysts’ predictions of profits being higher than the posted $8.2B (with a B) in Q4 (which was up from $6.6B in the same quarter last year while revenue is up 27%) is nothing to really feel much concern over. It’s not Apple that is in trouble. They are fine and will remain fine. It’s the analysts that are idiots but that’s not breaking news now is it?

What is interesting is that while we always want to pit Apple v Facebook v Google, Apple’s real competition is coming from Samsung who also happened to report yesterday. And what is being reported was actually a bit astounding. The claim is that Samsung shipped 57 million smartphones in the last quarter which is twice as many as Apple sold. Now, the key word is shipped. How many have sold? And yes, the Apple number is sold units. Quite a different metric for sure.

VentureBeat reported

Samsung shipped 56.9 million of the 162 million smartphones sold globally in the third quarter of 2012, according to the latest research from Strategy Analytics. That adds up to a massive 35 percent global share in a market that is also growing at 35 percent annually.

“This was the largest number of units ever shipped by a smartphone vendor in a single quarter,” Neil Mawston, Strategy Analytics’ executive director, said in a statement.

In other words, Samsung is putting the pedal to the not-so-metaphorical metal.

Please note that these numbers are from a third party so some skepticism is fair and, once again, shipped v. sold are like comparing apples and oranges on many levels.

So what does this mean for marketers? Well, it’s not much different than it has ever been. Marketers cannot afford to develop apps for just iOS or just Android. They have to be in both places to reach the mobile world. The one thing that marketers do need to consider is which platform they develop for first and that comes down to knowing their markets. Let’s face it, iPhone users are MUCH more likely to have more disposable income or at least act like they do. This is critical if you sell goods that cater to that set.

Android, on the other hand, is covering the low end of the market quite well but they have a different clientele for sure.

So all of this comparison and wondering who will own the world, be it iOS devices or Android devices, is fun at the 30,000 ft level but at the marketing decision level there is much more to it.

Which platform do you develop for first? Are you still developing for only one? If so which one is your ‘go to’? Let us know in the comments.