This is a guest contribution by Sam Forrest, Director of Global Communications & Content at KamaGames. If you would like to submit a contribution please contact Bill Beatty for submission details. Thank you.

The rivalry between Apple’s iOS system and Google’s Android is now becoming an accepted constant of the tech industry: If you own a smartphone, chances are it runs on either system, with 99.6% of smartphones using one or the other.

Apple’s brand has cache and mystique (with an ad spend reaching $1.8 billion in 2016, the last year they made it publicly known). Meanwhile, Android devices are diverse and rising in popularity, just about edging Apple’s iPhones in sales.

Also worth noting is that the number of titles released on the App Store last year is said to be around 755,000, which is a drop of 29% from the year prior. This is the first ever decline in the number of new app launches via the App Store.