Samsung's Q3 Win Over Apple That Will Redefine LTV (lifetime value) and CPI (cost per install)
If you are a marketer, this news is much bigger than who won a sales battle. This huge shift in shipments forces us to look hard at two numbers that are critical to success: LTV (Lifetime Value) and CPI (Cost Per Install).
This news is not just about a change in sales leadership. It means marketers must look hard at the two most important numbers for growth: LTV (Lifetime Value) and CPI (Cost Per Install).
Samsung’s sheer volume, mostly driven by Android phones, and Apple’s focus on high-value users create two totally different playing fields. The difference in scale and user behavior means your spending plan must now be more focused than ever before.
The Shipment Numbers: Volume vs. Value
The data from research groups clearly shows how Samsung used its wide variety of Android devices to take the lead in Q3.
Sources: IDC, Omdia, Counterpoint Research (Q3 2025 Preliminary Data)
Samsung won the quarter by shipping more units. But the long-term forecast reminds us of Apple’s strength: analysts believe Apple will likely sell the most phones for the full year, thanks to high demand for the new iPhone 17.
The key takeaway is this: Samsung gives you sheer volume. Apple gives you high-value users. This huge difference changes how you must think about LTV and CPI.
The Core Shift: Why Smart Marketers Must Now Change Their Focus
Marketers who truly know their stuff have always changed their ad campaigns based on the device; you already know that an Apple user and an Android user act differently.
But Samsung’s massive Q3 shipment win changes one key thing: SCALE.
Samsung’s volume is so large that the Android side of your marketing strategy must now get more attention than ever. It is no longer enough to simply run different campaigns; you must build entirely different growth strategies based on the actual size and behavior of the audience:
Android (Volume)
Driven by massive user volume, perfect for broad app campaigns and quick market entry.
iOS (Value)
Driven by high-spending users, perfect for premium app features and high-value conversion.
This huge split in audience size means that the old way of using a single, blended LTV or CPI number for your entire budget will give you completely wrong results.
The CPI Puzzle: Getting Many Users for Less Money
Samsung’s leadership is thanks to the Android platform’s scale and low cost. For teams that buy users (User Acquisition), this often means lower CPIs.
Why Android CPI is Lower
The Android market is giant globally, especially in fast-growing countries. Because there is so much space to run ads, the Cost Per Install is usually lower than on the highly competitive Apple platform.
- Simple CPI Plan: If your main goal is to get the largest number of app downloads or to grow your scale fast, the Samsung-led Android platform is where you should spend money.
The Hidden Cost of Low CPI (Fragmentation)
However, getting a “cheap” Android install can be tricky because of fragmentation. There are many different Android phones, screen sizes, and software versions.
- Real CPI: A low CPI is bad if your app breaks or runs slowly on many devices. You have to spend time and money to fix and test your app on all these devices. This extra work is a hidden cost you must add when calculating your true Effective CPI for Android. You need a higher number of installs to account for users who may churn because of a bad experience.
The LTV Factor: Paying More for Premium Users
Apple’s strength is that its users usually have more money and are more willing to buy things inside apps. This means that a typical Apple user often brings in a higher LTV (Lifetime Value).
How Privacy Affects LTV
Apple’s privacy rules (like App Tracking Transparency, or ATT) make it harder to find and track those high-value users. This difficulty directly makes the cost to get a good Apple user more expensive (a higher effective CPI).
- High Acquisition Cost: You must pay a lot to get an iOS user because the targeting data is not as clear, which drives the platform-specific CPI higher.
- Simple LTV Plan: Since you are paying a high price for each iOS install, your LTV must be strong to cover it. Focus on getting users to keep using your app (Retention) and spend money (Monetization) quickly in the first few days. This proves the high LTV is worth the high cost.
The Final Rule: Two Strategies, Not One
The Q3 2025 reports are a clear call to action. Stop using one overall number for your growth metrics. You need to use a dual strategy:
-Harness the Volume (Android):
- Goal: Efficient Scale and Reach for your app.
- Metric Focus: Lower CPI, High Install Volume.
- Action: Target broad app campaigns, focus on getting maximum downloads, and use data to cut users who spend little or churn quickly (high LTV users are still important, but the focus is on casting a wide, efficient net).
– Maximize the Value (iOS):
- Goal: High-Value Yield and Profitability.
- Metric Focus: High LTV, Maximizing User Spending.
- Action: Concentrate on high-end features, make the payment flow simple, and use advanced tools to accurately measure the high LTV that makes the expensive CPI worthwhile.
The battle between Samsung and Apple is not just a sales fight; it’s the force that is changing how you must spend your marketing dollars. Be smart about volume and value, and you will win.
Let’s grow the right way.