Whatever strategy Google was using to beat Apple is working and could work out to its advantage in the long-term. Despite the Android having a "tacky, plastic feel" as well as being fragmented, it looked like it was still gaining on the iOS.

According to App Annie Index for the market in Q2 2013, Google Play was leading in app downloads, with 10% more than the iOS App Store. This was mainly driven by games and communications app downloads.

However, in terms of revenue from apps, iOS App Store still led during the quarter, with 2.3 times more revenue than Google Play. This revenue was primarily driven by growth in music and social networking apps. Games comprised 80% of revenues for Google Play, while it was around 75% for iOS App Store.

"Google's strategy of flooding the world with nasty little budget phones is turning out to be a diabolically clever gambit," wrote Tero Kuittinen of BGR. If this trend continues, Google Play may see itself as the primary app platform worldwide by the end of 2013.