ComScore data suggests that Samsung will soon bypass Apple to become the top choice smartphone brand in the UK.
For the three months ending October 2013 Apple claimed a 28 per cent share of total UK smartphone subscribers aged 13 and above. That's a year-on-year gain of 1.5 per cent.
Samsung, however, now claims a 24 per cent share – that's an impressive 12.8 per cent annual jump.
RIM, HTC and Nokia suffered annual declines of 2.5 per cent, 2.7 per cent and 8.1 per cent respectively, with the Finnish firm now languishing at the bottom of the table with a lowly market share of just 7.9 per cent.
Google's Android operating system, meanwhile, has increased its lead over iOS, climbing 12.4 per cent year-on-year to 46.6 per cent. Apple grew its share by 1.5 per cent to 28 per cent.
Nokia was again the big loser here, with Symbian's market share sitting at just 6.4 per cent – that's an annual decline of 10.8 per cent.
Microsoft's Windows Phone platform grew by just half a per cent to 3.1 per cent.