No, the fallacy is in how Android numbers and market share are reported. They look at sales for a single quarter where there would be about 85% Android to 15% iOS devices sold. They then incorrectly assume this also translates into actual market share of devices IN USE. This would only be true if every Android device sold represented a unique user, and wasn't a device sold to replace a lost, stolen or damaged device.
Considering the majority of Android phones sold are low end junk, then it's not very likely at all that all these phones being sold represent unique users. They are simply people buying another disposable phone to replace their existing one. If you add up Android phone sales over the years it's in the billions (3 billion in the last 3 years alone). There's no way you can claim there are 3 billion individual Android users from 3 billion sales.
As to selling iPhones to existing customers, that is 100% false. The sheer rise in the number of individual iTunes accounts counters the idea that Apple is only selling to existing customers (last time Apple reported this it went from 500 to 800 million in a year and a half).
Market share is simply the percentage sold over a period of time. That's all it is.
For example:
300 million total smartphones sold in a quarter... and Apple sold 51 million... gives Apple 17% market share.
That's market share.
However... other measurements... such as active installed base or total cumulative sales... are completely different and have nothing to do with market share. Those would be handled by different statistics.
But whenever you see market share reports from IDC and others... they are measuring market share for the quarter. That's all.
You could certainly argue the
importance of market share... and I actually agree with you there. Who cares if five junk phones are sold for every one iPhone?
But be aware that market share simply measures one specific thing: percentage of sales over a period of time. That's all they ever were.
Overall... I agree with you... it's silly for someone to take the quarterly market share numbers and apply them to other areas. Apple's 15% or whatever has nothing to do with the strength of the company, customer satisfaction, etc.
People seem to forget that Apple sells over 200 million high-margin smartphones a year. They are the #2 smartphone OEM by volume.
Other companies would kill for that.
It just so happens that Apple only represents about 15% of smartphone sales in a quarter. But that's fine.