Should you launch on iOS or Android first? This decision can significantly impact your app's success. This guide breaks down the factors to help you make an informed choice.
Quick Decision Guide
| Factor | Choose iOS If | Choose Android If |
|---|---|---|
| Revenue Model | Paid apps, subscriptions | Ads, freemium |
| Target Market | US, UK, Australia | Asia, Africa, South America |
| User Demographics | Higher income | Broader reach |
| Development | Faster to build | More device coverage |
| Testing | Fewer devices | Need device diversity |
Market Overview 2025
Global Market Share
Worldwide:
├── Android: 71%
└── iOS: 28%
United States:
├── iOS: 57%
└── Android: 43%
Europe:
├── Android: 65%
└── iOS: 35%
Asia:
├── Android: 83%
└── iOS: 17%
Australia:
├── iOS: 55%
└── Android: 45%
Revenue Distribution
App Store Revenue (2024):
├── iOS App Store: $89.3 billion
└── Google Play: $47.9 billion
Revenue Per User:
├── iOS: $2.20/user
└── Android: $0.47/user
iOS: The Case For
1. Higher Revenue Per User
iOS users spend significantly more:
- 4-5x higher revenue per user
- Better conversion rates for paid apps
- Higher subscription retention
- More in-app purchases
Best for:
- Paid apps
- Subscription services
- Premium/luxury brands
- B2B applications
2. Faster Development
iOS development is generally faster due to:
- Fewer device variations
- Consistent OS versions
- Standardized screen sizes
- Reliable hardware performance
Development time comparison:
Same app (medium complexity):
├── iOS: 12 weeks
└── Android: 14-16 weeks
3. Earlier Adopters
iOS users tend to:
- Adopt new features faster
- Provide better feedback
- Pay for quality
- Have higher expectations
4. Simpler Testing
Devices to test:
├── iOS: 5-8 models (covering 95% users)
└── Android: 20-30 models (covering 80% users)
5. Better for Certain Categories
iOS performs better in:
- Finance and banking
- Health and fitness
- Productivity
- Creative tools
- Enterprise apps
Android: The Case For
1. Larger Market Reach
Android dominates globally:
- 3 billion+ active devices
- 71% global market share
- Dominant in emerging markets
- Greater demographic diversity
2. Lower Barriers to Entry
Google Play advantages:
- Easier app approval process
- Faster review times (hours vs days)
- More lenient content policies
- Beta testing easier
3. More Monetization Options
Android offers:
- More ad networks
- Third-party payment options
- Lower commission (15% vs 30% for small devs)
- Sideloading possibilities
4. Better for Ad-Supported Apps
Ad Revenue Comparison:
├── Android: Higher impressions, lower eCPM
└── iOS: Lower impressions, higher eCPM
Result: Similar total revenue, but Android has more volume
5. Better for Certain Categories
Android performs better in:
- Games (casual/hyper-casual)
- Utilities
- Customization apps
- Communication apps
- Apps for developing markets
User Demographics Comparison
iOS User Profile
Demographics:
├── Average age: 35-44
├── Income: Above average
├── Education: College+
├── Urban: 70%+
└── Brand loyalty: High
Behavior:
├── Willing to pay: High
├── In-app purchases: Frequent
├── Subscription tolerance: High
└── App sessions: Longer
Android User Profile
Demographics:
├── Average age: 25-34
├── Income: Varied (all levels)
├── Education: Varied
├── Geographic: Global
└── Brand loyalty: Moderate
Behavior:
├── Willing to pay: Lower
├── Ad tolerance: Higher
├── Free app preference: Strong
└── App variety: More diverse
Geographic Considerations
Choose iOS First For:
- United States - 57% iOS, highest ARPU
- Canada - 55% iOS
- United Kingdom - 52% iOS
- Australia - 55% iOS
- Japan - 65% iOS
- Nordic Countries - 50%+ iOS
Choose Android First For:
- India - 95% Android, 1B+ users
- Brazil - 85% Android
- Indonesia - 92% Android
- Africa - 85%+ Android
- China - 75% Android (no Google Play)
- Eastern Europe - 75%+ Android
Development Cost Comparison
iOS Development
Advantages:
├── Fewer devices to support
├── More consistent APIs
├── Better documentation
└── Smaller testing matrix
Costs:
├── Apple Developer Account: $99/year
├── Mac hardware required: $1,500+
├── Average development: $50,000-150,000
└── Maintenance: Lower (fewer edge cases)
Android Development
Advantages:
├── Free SDK and tools
├── Lower hardware costs
├── Easier distribution (APK)
└── More testing tools
Costs:
├── Google Play Account: $25 (one-time)
├── Development hardware: $500+
├── Average development: $50,000-150,000
└── Maintenance: Higher (fragmentation)
App Category Analysis
Revenue by Category (iOS vs Android)
| Category | Better Platform | Why |
|---|---|---|
| Games | Depends | Casual: Android, Premium: iOS |
| Finance | iOS | Higher trust, spending |
| Health | iOS | HealthKit, demographics |
| Shopping | Both | Depends on market |
| Social | Android | Larger user base |
| Business | iOS | Enterprise adoption |
| Education | Both | Depends on market |
| Entertainment | iOS | Subscription model |
Time to Market Comparison
iOS Advantages
- App Review: 24-48 hours average
- TestFlight: Easy beta distribution
- Fewer configurations: Faster development
Android Advantages
- App Review: 2-3 hours average
- Staged rollouts: Built-in
- Instant updates: No review for minor changes
Launch Strategy Options
Option 1: iOS First (Recommended for Most)
When:
- Revenue-focused app
- Targeting US/Western markets
- Limited budget (start focused)
- Premium positioning
Timeline:
Month 1-4: iOS development
Month 5: iOS launch & validation
Month 6-9: Android development
Month 10: Android launch
Option 2: Android First
When:
- Targeting emerging markets
- Ad-supported business model
- Social/viral growth focus
- Need large user base quickly
Timeline:
Month 1-4: Android development
Month 5: Android launch & validation
Month 6-9: iOS development
Month 10: iOS launch
Option 3: Simultaneous Launch
When:
- Using cross-platform (React Native/Flutter)
- Have budget for both
- Need market presence immediately
- B2B with diverse client needs
Timeline:
Month 1-5: Cross-platform development
Month 6: Beta testing both platforms
Month 7: Simultaneous launch
Decision Framework
Score Your App
Rate each factor 1-5 for your situation:
Revenue Focus:
□ Paid/subscription model (iOS +2)
□ Ad-supported model (Android +2)
□ Freemium (Neutral)
Target Market:
□ US/UK/Australia (iOS +2)
□ Global/Emerging markets (Android +2)
□ Mixed (Neutral)
User Demographics:
□ Higher income (iOS +2)
□ Younger/broader (Android +2)
□ Mixed (Neutral)
App Category:
□ Finance/Health/Business (iOS +2)
□ Social/Games/Utilities (Android +2)
□ E-commerce/Entertainment (Neutral)
Development Resources:
□ Mac available, Swift skills (iOS +1)
□ Any device, Java/Kotlin skills (Android +1)
Budget:
□ Limited - need validation first (iOS +1)
□ Sufficient for both (Neutral)
Scoring:
- iOS Score > Android Score: Start with iOS
- Android Score > iOS Score: Start with Android
- Similar scores: Consider cross-platform
Real-World Examples
Started iOS First (Success)
-
Instagram - iOS exclusive for 2 years
- Built quality-focused user base
- Perfected experience before Android
-
Clubhouse - iOS exclusive launch
- Created exclusivity buzz
- Controlled growth
-
Things 3 - iOS only
- Premium positioning
- Deep Apple integration
Started Android First (Success)
-
WhatsApp - Android first
- Targeted emerging markets
- Grew to 2B users
-
Truecaller - Android first
- Spam calling problem bigger on Android
- Now on both platforms
Simultaneous Launch (Success)
- TikTok - Both platforms from start
- Massive marketing budget
- Global audience target
Conclusion
For most apps targeting Western markets with a revenue focus, iOS first is the safer bet. You'll reach users who spend more, develop faster, and validate your concept before investing in Android.
However, if you're targeting emerging markets, building an ad-supported app, or need massive scale, Android first makes more sense.
The best approach? Start with one platform, validate your concept, then expand.
Need help deciding? Contact Hevcode for a free consultation. We'll analyze your specific needs and recommend the optimal platform strategy.