Android grew to 81 percent of all smartphones shipped globally in the third quarter, while Apple's iPhones slipped to 12.9 percent compared to 14.4 percent a year ago, according to IDC.
The latest data from IDC, released today, also notes that Windows Phone grew to 3.6 percent market share, an increase from 2 percent a year ago.
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Part of Apple's decline in iPhone share can be attributed to not having a large-display smartphone to sell, while nearly all Android manufacturers have a phablet on sale that has a display larger than 5 inches, IDC said. Android's third-quarter market share of 81 percent was up from 74.9 percent a year ago.
Even Nokia, which made up 93.2 percent of all Windows Phone-powered smartphones shipped in the third quarter, is introducing two new Lumia phones with 6-inch displays. The Lumia 1520 will be sold by AT&T starting Nov. 22, and the Lumia 1320 will be sold outside the U.S. early next year.
Running on phones like the Nokia Lumia 1020 smartphone, the Windows Phone OS is picking up market share.
"We believe the absence of a large-screen device may have contributed to Apple's inability to grow share in the third quarter," said Ryan Reith, an IDC analyst, in a statement. "It would help for Apple to have a larger phone, since they are popular in some hot markets where Apple wants to be, including North America, Europe, and China," said Ramon Llamas, another IDC analyst, in an interview. "When you put all things together, there's an opportunity that Apple's not in right now and that other vendors are offering, like Samsung and now Nokia."
Llamas said he's heard the many rumors that the next iPhone, coming in another year, will have either a 4.7-inch or 5.7-inch display. Apples's latest phones, the iPhone 5s and 5c, have 4-inch displays.
IDC also described the 156 percent increase in Windows Phone in the third quarter as "amazing" even though Windows Phone still makes up a small portion of the overall smartphone market. What's so impressive is that 3.7 million Windows Phone units shipped in the third quarter of 2012, but that figured jumped to 9.5 million smartphones in the third quarter this year.
Earlier this year, IDC said that Windows Phone would pass the 10 percent market share threshold by 2017. Whether that happens, however, will come down to how Microsoft addresses the future of Windows Phone and updates of the OS beyond the current Windows Phone 8.