iOS or Android First - How Should Companies Prioritize in 2025?

For most companies, this isn’t just a technical question. It’s a business-critical prioritization. Resources are rarely unlimited, and the order in which you launch can impact your budget, speed to market, and user traction.

Here, we’ll walk through how to approach platform prioritization in 2025 - based on user behavior, business goals, and technical considerations.

Market share and user behavior - what do the numbers say?

Globally, Android holds a larger market share than iOS, accounting for around 70-75% of mobile users. But that picture shifts when you look at specific regions, demographics, and usage patterns.

In Sweden, the split is far more balanced. In some segments - especially among younger, high-spending users - iOS even has the lead. For B2C products targeting Nordic consumers, it’s not unusual to see 60-70% of users on iPhone.

Android, on the other hand, has broader adoption in parts of Asia, Africa, and Europe. For companies with a global focus or strong presence outside the Nordics, the numbers may look very different.

So it’s not just about total volume - it’s about which users you want to reach first.

iOS app first - when is it the right move?

Choosing iOS first means prioritizing Apple devices (iPhone, iPad) for your initial launch. That can be a smart strategy if:

Your target group is high-spending or Apple-centric.

This is often true in industries like fintech, wellness, and premium services - where iOS usage tends to be dominant.

You want to launch quickly and reduce complexity.

The iOS ecosystem is more standardized, which often results in simpler testing and a more controlled design process.

First impressions matter.

Many companies find it easier to achieve a polished visual experience on iOS - which can be important for branding and perceived quality.

iOS users also tend to spend more in apps, which can influence revenue models based on purchases, subscriptions, or in-app upgrades.

Android app first - when does it make sense?

Android may be the right platform to start with if:

You’re aiming for reach and scale rather than premium positioning.

Android has more users globally and often enables faster adoption in large markets.

Your app needs to run on a wide range of devices.

This is common in logistics, field operations, or public services - areas where Android devices are more prevalent.

You’re building a B2B solution with hardware integration.

Many industrial use cases are Android-first, particularly when working with tablets, custom devices, or embedded systems.

Development costs for Android can sometimes be slightly higher at the outset due to the need for broader testing - across different screen sizes, manufacturers, and OS versions.

Building for both - simultaneously or in phases?

In an ideal world, every app would launch on iOS and Android at the same time. But in practice, it’s often more cost-efficient - and strategically sound - to start with one platform. That allows you to validate your product and learn from real user feedback before scaling.

Many companies choose to:

• Start with iOS (for faster testing, early feedback, and premium UX)
• Evaluate results and iterate
• Build the Android version based on those learnings

Others take the reverse route - especially if Android is the dominant platform in their customer base, or if the app has hardware needs that are easier to implement on Android.

The alternative - building both with a shared codebase in Flutter?

A growing option in 2025 is to use a cross-platform framework like Flutter. This lets you build a single codebase that runs on both iOS and Android, potentially saving time and reducing overall cost.

However, even with Flutter, choices must be made. It’s a powerful solution - but not the right fit for every case. For apps that depend on platform-specific features, intensive animations, or highly customized UX, building native may still be the better long-term path.

That said, Flutter can be an excellent choice for internal tools, B2B applications, or startups aiming to get to market fast with a unified experience.

What we ask our clients before making a recommendation

Before we recommend a platform, we usually ask clients a few key questions:

• Who is the primary user - and what device are they on?
• Which market will you launch in first?
• Is your goal to launch an MVP where early feedback is more important than wide reach?
• Is brand feel more important than broad compatibility - or vice versa?
• Is there a long-term plan for both platforms, or do you want to stick with one?

Only once we have these answers can we make a grounded technical recommendation. Otherwise, there’s a real risk of choosing what feels right - rather than what works.

Need help choosing the right path?

Technology decisions aren’t really about technology. They’re about people, priorities, and where you want to go.

If your company is deciding whether to start with iOS or Android - reach out. We’ll help you prioritize smartly, so you don’t just build fast - you build right.