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Sales figures of Google Android phones in the U.S. are rising so quickly. For the first time in history, the devices have outsold Apple handsets. The Nielsen Company announced Google’s Android OS has shown the most significant expansion in market share among current smartphone subscribers in the U.S. Google phones accounts for 27 percent of new smartphone subscribers, outgrowing the share held by Apple.

Though Google Android phones are hot sellers right now, Apple is still the leader because of the fashion and cognitive dissonance held by their loyal customer. Only 71 percent of current Android users would buy an Android phone again, which sounds noticeably lower when nearly 90 percent iPhone owners are happy with iOS4 and plan to buy a future Apple handset.

The mobile marketplace is not just a faceoff between the iPhone and Android phones. More devices with better features and interfaces are up-and-coming. As the competition continues, the battle for better smartphones with excellent qualities will wind up seeing the consumer as the clear winner.