Google tries to win one against Apple with new Android 6.0 Marshmallow but iOS remains largest OEM

Google continues to blur the line between its Android system with Apple's iOS. However, the impact of its newest update remains to be seen as recent figures suggest that Apple remains the largest OEM. Android closely follows as the most popular OS in the U.S. but can it finally win one against Apple after the Marshmallow rollout?

Market research firm comScore released the latest U.S. smartphone stats for August. According to the results, around 191.1 million people in the country now own a smartphone, accounting for as much as 77.1 percent mobile market pentration. Apple remains the leading OEM according to the analytic data. It accounts of 44.1 percent of the market whereas Samsung and LG account for 27.4 percent and 9.1 percent, respectively. Motorola and HTC are at 4.7 percent and 3.4 percent.

However, Android still dominates the smartphone platform market share. It now has 51.7 percent of the market share against Apple's 44.1 percent. Microsoft dipped down slightly at 2.9 percent. However, even with the market differentiation, Android and iOS are becoming harder to tell apart.

According to The Wall Street Journal, whereas both systems have been fighting for the top dog position, they are not entirely discernable from each oter anymore. The release of Google's Android 6.0 Marshmallow is a proof of that. According to Joanna Stern: "I found many of Android M’s best features and tweaks come from Apple’s iOS—or have counterparts in iOS 9. And here’s a shocker: The best stuff in Apple’s latest? That came from Android."

"When it comes to essential smartphone features, it simply doesn’t matter which platform you choose anymore," she added.

Consumers are now faced with the challenge of choosing the platform or ecosystem that they will secure with their data. Although it may appear like a big decision, both companies may soon be engaged in a new battle in terms of service arms race. Currently, Google has the one up on Apple with its Google Now on Top but Apple may eventually find a way to work around it. Till then, the fight continues.

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