Choose the platform your target users actually carry. In the United States, the United Kingdom and among higher-income consumers, iOS usually leads. Across most of Europe, Asia, Africa and Latin America, and for field workers and price-sensitive users, Android usually leads. If you build cross-platform you can launch on both and the question largely disappears. If you must choose one, pick from data about your users, not from what your team carries.
If you are building native and need to launch on one platform first, or you are building cross-platform and need to decide where to focus testing and marketing, this is the question. It has a clear method and a lot of bad folklore. Here is the method.
Why does it matter less than it used to?
Cross-platform frameworks, which we recommend for most startups, produce both apps from one codebase. The cost of launching on both stores together is modest. If that is your route, you do not have to choose, and the rest of this post is about where to focus attention rather than where to build. If you are building native, the choice determines your first months and it is worth getting right. Our guide to native versus cross-platform covers that earlier decision.
What decides it?
| Factor | Favours iOS | Favours Android |
|---|---|---|
| Geography | United States, United Kingdom, Australia, Japan, Nordics | Most of continental Europe, India, Southeast Asia, Africa, Latin America |
| Audience | Higher-income consumers, professionals, design-led products | Mass market, price-sensitive users, emerging markets |
| Business model | Paid apps and subscriptions, where iOS users historically spend more | Ad-supported and high-volume, where reach matters most |
| Use case | Consumer lifestyle, finance, health, creative tools | Field work, logistics, devices issued by employers, kiosks |
| Hardware needs | Consistent devices, easier testing | Custom hardware, ruggedized devices, unusual integrations |
| Release process | Stricter review, more predictable quality bar | Faster publishing, easier testing distribution |
How do you find out what your users carry?
- Ask them. If you did customer interviews, you have twenty answers already. If you have a waiting list, add one question.
- Look at your website analytics. The mobile device split of visitors to your landing page is a direct measurement of your audience.
- Look at the competition. Ratings and review counts on each store show where their users are, and where the gap is.
- Check the market data for your country and segment. National averages are a starting point. Your segment can differ sharply from the average.
Do not decide from what you and your team carry. Founders overwhelmingly carry iPhones, and that has led to many products launched on the wrong platform for their market.
What are the practical differences for a first launch?
- Review and publishing. Apple's review is stricter and slower, typically days, with more rejections for first submissions. Google's is faster. Plan for the Apple timeline if it is your first platform.
- Testing. iOS has a handful of device models. Android has thousands, with different screen sizes and manufacturers' modifications. Android testing needs more care and a wider device set.
- Distribution of early builds. Both platforms have test distribution programs. Android's are easier for getting an early version to a group of pilot users.
- Monetisation. Both stores take a commission on in-app purchases. The rules for what must go through the store differ and change. If subscriptions are your model, get advice on both early.
What if the data is split?
Then build cross-platform and launch on both. A split market is the strongest argument for it. If you are already committed to native and the split is even, launch where review is faster and testing is simpler so that you learn sooner, then follow with the other platform once the first release has settled.
Choose iOS first if
- Your users are in iOS-leading markets or higher-income segments.
- Your model relies on subscriptions or paid features.
- Your product is consumer, lifestyle or design-led.
Choose Android first if
- Your users are in Android-leading markets or mass-market segments.
- The app runs on devices your customer issues to staff.
- You need custom hardware, rugged devices or fast test distribution.
Skip the choice if
- You are building cross-platform and can launch on both.
How 7L handles it
We ask for your audience data in discovery and we recommend from it. With hubs in New York, London and Athens we work across markets where the answer differs, and we have launched products on each platform first when the evidence pointed there. If you would like a recommendation for your market, tell us who your users are.
Frequently asked questions
Is it true that iOS users spend more?
Historically, yes, on average, particularly on paid apps and subscriptions. The gap varies by country and category and has narrowed. It is one input among several, not a rule.
Can I launch on one platform and add the other later without starting over?
With cross-platform, the second platform is largely a matter of testing and store setup. With native, the second app is a new build, though the backend, design and product decisions carry over.
Does Android really need more testing?
Yes. The variety of devices, screen sizes and manufacturer customisations means more can go wrong. A good team tests on a representative set of real devices, not only emulators.
Which store is harder to get into?
Apple's review is stricter and rejections are more common for first submissions, often over guideline details rather than quality. A team that has shipped many apps knows the common reasons and avoids them.
What about tablets?
Treat tablets as a separate decision. Most consumer apps can ignore them at launch. Business and point-of-sale products often depend on them, in which case they belong in the brief from the start.