Despite selling millions of handsets Apple only has 11.9% market share in Q2
2014 according to IDC, and seems likely to dip into single digits next year
. In Europe Apple only has 14.5% market share and dropping, and 13.2% in
Urban China, according to July 2014 Kantar numbers.
USA is Apple’s stronghold, and even there it only has 30.9% market share,
down Year on Year from 42.7%. Sure, the numbers will rise in Q3/4 2015, but
will crash even further than usual in Q1 and Q2 2015, as the world
continues gobbling up Android phones.
With such a low market share Apple is simply unable to roll out a feature
exclusive to iPhone users. Retailers will not adopt a payment service 6 out
of 7 of their customers can not use.