Which Platform Should I Build First: iOS or Android?

A logistics company spent six months building an Android app because they assumed their delivery drivers would all use Android phones. Makes sense, right? Android devices are cheaper, so naturally the drivers would have them. But here's the thing—when they finally launched, they discovered that 60% of their driver workforce actually used iPhones. They'd built for the wrong platform first, and now they had to scramble to create an iOS version whilst their competitors were already serving both platforms. It cost them time, money, and honestly, a lot of frustrated users who felt ignored.

This is one of the most common questions I get asked, and its also one of the most important decisions you'll make when building your mobile app. Should you go iOS first, Android first, or try to do both at once? There's no universal answer here—much as people want one—because the right choice depends entirely on your specific situation, your target users, and what you're trying to achieve.

Choosing the wrong platform first can add months to your timeline and tens of thousands to your budget, whilst your competitors gain ground in the market you should be dominating.

I've seen businesses make this decision based on gut feeling or what their mate down the pub told them, and it rarely ends well. The truth is, this choice affects everything from your development costs to your marketing strategy to how quickly you can get user feedback and iterate. Some companies absolutely should build for iOS first; others would be making a massive mistake not starting with Android. And then there's the question of whether cross-platform development might actually be your best bet, even though that comes with its own trade-offs. Let me walk you through how to make this decision properly, based on real factors that matter for your specific app—not generic advice that applies to everyone and no one at the same time.

Understanding Your Target Audience

Right, this is where most people get it wrong from the start—they jump straight into platform decisions without actually knowing who they're building for. I mean, it sounds obvious when you say it out loud, but you'd be surprised how many times I've had clients come to me saying "we need an app on both platforms" before they've even worked out who their users are.

Here's the thing; your target audience basically determines everything about your platform choice. If you're building a business productivity tool for corporate executives, you need to know that in many industries—finance, consulting, creative agencies—iOS devices dominate. It's just a fact. Walk into any corporate office in London or Manchester and you'll see a sea of iPhones. But if you're creating an app for a younger demographic or targeting emerging markets, Android might be where your users actually are.

The age of your users matters too. Older users (lets say 45+) in the UK tend to favour iOS, whilst younger users are more evenly split. Income level plays a massive role as well—higher income users skew heavily towards iOS, which affects not just your platform choice but your entire monetisation strategy. And don't forget about geography; in the UK and US, iOS holds strong market share, but in markets like India, Brazil, or most of Europe, Android dominates completely.

What I always tell clients is this: do your research properly before you commit. Look at where your competitors users are. Check the data for your specific industry. Run surveys if you need to. Because choosing the wrong platform first means you're potentially building for an audience that doesnt exist, or at least one thats much smaller than it should be. That's an expensive mistake that can kill your app before it even gets started.

Market Share and User Demographics

Right, lets talk numbers because this is where things get interesting. Android dominates globally with about 70% of the market share—its basically everywhere. But here's the thing; those numbers don't tell the whole story and can actually be quite misleading if you're making a platform decision.

When I'm advising clients on which platform to prioritise, I always tell them to look beyond the global stats. Sure, Android has more users worldwide, but where are your users actually located? In the UK and US, iOS holds a much stronger position, often sitting around 50% or higher depending on the demographic. In some markets like Japan and Australia, iOS is even more dominant. But if you're targeting markets in Asia, Africa, or Latin America? Android is king there, no question about it.

Income Levels Matter More Than You Think

The demographic split goes deeper than just geography though. iOS users tend to have higher disposable incomes on average—and I mean significantly higher in most markets. This affects everything from in-app purchase rates to ad engagement. I've seen apps generate three times more revenue per user on iOS compared to Android, even when the Android user base was larger. Its a bit mad really, but the data backs this up consistently across different industries.

Age and Technical Literacy

Android attracts a more diverse age range and tends to have more technically savvy users who want customisation options. iOS users often value simplicity and are willing to pay for quality experiences; they're less likely to hunt for free alternatives. The devices also matter—iOS has a much more limited range of screen sizes and hardware configurations, which makes development simpler (we'll get into that later). Android users are spread across thousands of device types, from budget phones to flagship models.

Don't just look at global market share figures when choosing your platform. Research the specific markets and demographics where your target users actually live and spend money—that's what matters for your apps success.

Development Costs and Timeline

Right, let's talk money and time—because these are usually the two things that determine which platform you'll build first, whether you like it or not. I've had countless conversations with clients who want to launch on both platforms simultaneously, and whilst that sounds great in theory, the reality is that most businesses need to make a choice based on their budget and how quickly they need to get to market.

Here's the thing; building for iOS typically costs slightly less and takes less time than Android development. I know that might seem counterintuitive given that Apple is the premium brand, but its actually down to the development process itself. iOS has a much more controlled environment with fewer device variations to worry about. You're basically designing for a handful of iPhone models and maybe a few iPad sizes. Android? Bloody hell, there are thousands of different devices out there with different screen sizes, resolutions, and hardware capabilities.

The time difference isn't massive—maybe 20-30% longer for Android in most cases. But when you're working with tight deadlines or limited budgets, that extra time adds up. Testing takes longer on Android too because you need to make sure your app works properly across all those different devices. With iOS, once its working on the latest iPhone and maybe one older model, you're usually in good shape.

Cost Breakdown by Platform

Here's a rough guide to what you might expect for a moderately complex app:

• iOS development: £25,000-£60,000 for a well-designed app with standard features
• Android development: £30,000-£75,000 for the same app due to additional testing and device compatibility work
• Cross-platform development: £35,000-£70,000 using tools like React Native or Flutter, which can target both platforms but may require platform-specific adjustments
• Design and user experience work: Usually £8,000-£15,000 regardless of platform, though Android's material design guidelines may require additional consideration
• Backend infrastructure: £10,000-£30,000 depending on complexity, this cost applies to both platforms

Timeline-wise, you're looking at roughly 3-5 months for iOS and 4-6 months for Android for a typical project. That's from initial design through to launch. But honestly? These timelines can vary massively based on your apps complexity and how decisive you are during the development process. I've seen projects drag on for months because clients couldn't make decisions about features or kept changing their minds about the design.

Revenue Potential and Monetisation

Here's the bit that really matters for most businesses—how much money can you actually make? And the answer is...well, it depends on what you're selling and how you're selling it. iOS users have historically spent more money on apps and in-app purchases than Android users. Its not even close, really; in some markets iOS users spend two to three times more despite having a smaller user base.

I mean, this doesn't mean Android users are stingy—they're just used to a different app economy. Android started with a more open ecosystem where free apps with ads were the norm, whereas iOS users got comfortable paying for quality apps early on. This has shaped spending habits that persist today. If you're planning to charge upfront for your app or rely heavily on in-app purchases, iOS is usually the safer bet for generating revenue quickly.

The average revenue per iOS user is consistently higher across almost every app category, from games to productivity tools to subscription services.

But here's the thing—Android's sheer volume of users can make up for lower individual spending in certain scenarios. If your monetisation strategy relies on advertising revenue rather than direct payments, Android's massive user base becomes much more attractive. You might make 50p per iOS user and 20p per Android user, but if you have five times as many Android users? Well, you do the maths.

Subscription models work brilliantly on both platforms these days, though iOS users tend to convert to paid subscriptions at higher rates. Android users are catching up though, especially in emerging markets where Google Play's payment infrastructure has improved significantly. The key is matching your platform choice to your monetisation strategy from day one; otherwise you're basically building your business model backwards and hoping it works out somehow.

Technical Considerations and App Complexity

Right, lets talk about the technical side of things because this is where your platform choice really matters. iOS development is done using Swift (or the older Objective-C, though most people have moved on from that now) and Android uses Kotlin or Java. They're completely different languages with different development environments—Xcode for iOS and Android Studio for Android.

Here's the thing though; iOS is generally easier to develop for. I mean it, its not just developer preference talking here. Apple controls both the hardware and software, which means you're building for a limited number of devices with predictable screen sizes and specifications. You've got maybe 10-15 device variations to worry about. Android? You're looking at thousands of device combinations, different screen sizes, various Android versions still in use, and manufacturers who love to customise the operating system. It's a bit mad really—what works perfectly on a Samsung might behave differently on a Huawei or Xiaomi device.

Development Environment Differences

The testing requirements alone can make Android development more time-consuming. You cant just test on one or two devices and call it done; you need to verify your app works across multiple screen densities, Android versions, and manufacturer customisations. iOS apps typically require 20-30% less development time for this reason, though your mileage may vary depending on app complexity.

Key Technical Factors to Consider

• iOS offers better backwards compatibility—users update their OS quickly
• Android gives you more flexibility with app functionality and system integration
• iOS has stricter app review guidelines that can delay your launch
• Android lets you release updates immediately without review (in most cases)
• iOS users expect polish and attention to design details
• Android fragmentation means more QA testing is needed

If your app needs complex features like deep system integration, custom keyboards, or widget functionality—Android gives you more freedom. But if you want a quicker path to market with less technical headaches? iOS is usually the safer bet, especially for your first version.

Testing and Quality Assurance Requirements

Here's something that catches people off guard—testing on iOS is genuinely easier than testing on Android. I mean, Apple controls the hardware, they control the software, and there's only a handful of devices you need to worry about. Android though? Bloody hell, you've got thousands of device combinations to consider; different screen sizes, different manufacturers adding their own tweaks, different Android versions still in use. Its a completely different beast.

When I'm working on an iOS app, I typically test on maybe 5-6 devices and feel pretty confident we've covered most scenarios. The iPhone ecosystem is controlled enough that if it works on the recent models and one older device, you're probably in good shape. Sure, there are edge cases but they're manageable. Android testing requires a different mindset entirely—you need to test on Samsung devices (they modify Android quite a bit), on pure Android devices like Google Pixels, and ideally a few budget handsets because that's what a huge chunk of the market actually uses. And those budget phones? They often have less memory and slower processors which means your app needs to be tested under those constraints.

The testing timeline impacts your launch date more than most people realise. If you're building for iOS first, you can usually get through comprehensive testing in 2-3 weeks. Android might need 4-6 weeks just because of the device fragmentation issue. This doesn't make Android worse, it just makes it more complex from a QA perspective.

Key Testing Differences

The app review process is another consideration thats worth thinking about early. Apple's review typically takes 24-48 hours but they're strict—really strict—about their guidelines. Android reviews are usually faster and more lenient, which sounds great until you realise it also means lower quality control across the Play Store in general.

Budget at least 20% more time for Android testing than iOS testing, and don't skip testing on actual physical devices—emulators miss real-world performance issues that your users will definitely notice.

Device Coverage Requirements

Launch Strategy and Marketing Approach

Here's where things get interesting—because choosing your platform actually changes how you market the app. iOS launches tend to be more focused and concentrated; Android launches need a broader, more patient approach. I mean, its just the nature of each ecosystem really.

If you're launching on iOS first, you've got the advantage of a single App Store with relatively predictable review times (usually 24-48 hours, though I've seen it take longer when Apples feeling picky). The App Store gives you better visibility for new apps, and if you can time your launch right—avoiding major holidays or big competitor releases—you stand a better chance of getting noticed. Press coverage tends to favour iOS apps too, which is a bit mad when you think about Androids market share, but tech journalists typically use iPhones and write about what they see.

Android launches are different beasts entirely. Google Play's algorithm takes longer to understand your app and who it's for, so you need to be prepared for a slower burn. But here's the thing—you've got more flexibility with updates (Google's review process is usually a few hours), which means you can iterate faster based on user feedback. You'll also need to think about device fragmentation in your marketing; its no good showing off features that only work on flagship phones if half your audience is using budget devices.

Your Launch Checklist

Regardless of which platform you choose, make sure youve got these sorted before launch day:

• App Store Optimisation completed—keywords, screenshots, description, the works
• Press kit ready with app icon, screenshots, and a clear explanation of what problem you solve
• Analytics properly set up so you can track what happens after launch
• Customer support system in place (you'll get questions, trust me)
• Push notification strategy planned but not aggressive
• Social media accounts active with content ready to post

One mistake I see constantly is people treating launch day as the finish line when its actually the starting line. Your first version wont be perfect—no ones ever is—so plan for rapid updates in those first few weeks based on real user behaviour.

Conclusion

So we've covered a lot of ground here—market share, development costs, revenue potential, all of it. But here's the thing; there isn't a single "right" answer that works for everyone. I mean, if there was, I'd be out of a job wouldn't I? The platform you build first depends entirely on your specific situation, your users, and what you're trying to achieve.

What I can tell you after building apps for countless clients is this: the decision shouldn't be made lightly, but it also shouldn't paralyse you. I've seen businesses spend months debating iOS vs Android when they could've launched, gathered real user feedback, and already be working on their second platform. That's time and money you'll never get back.

The best approach? Start with where your users actually are. If you're targeting professionals in Western markets with disposable income, iOS makes sense. If you're building something with mass appeal or targeting younger users or emerging markets, Android might be your winner. And if you genuinely need both platforms from day one—which is rarer than most people think—then cross-platform development could save you headaches down the line.

Whatever you choose, make sure its backed by data about your specific audience, not just general statistics or what your competitors are doing. And remember that launching on one platform first doesn't mean you're abandoning the other forever; it just means you're being smart about your resources and giving yourself the best chance to succeed. Build something people love on one platform, prove your concept works, then expand. That's how the most successful apps I've worked on have done it, and honestly? It's still the approach that makes the most sense.