Google's Android is eating Apple's lunch

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Smartphones and tablets powered by Google's Android software are devouring the mobile gadget market, eating into Apple's turf by feeding appetites for innovation and low prices, analysts say.

The Android operating system powered nearly three out of four smartphones shipped worldwide in the recently ended quarter, according to industry trackers at IDC.

"Having a lot of people building a lot of things covering a lot of price points with multiple brands in multiple places makes a big difference," said NPD Group analyst Stephen Baker.

"Variety is strength when it comes to moving units."

"The pace of innovation in Android is faster than Apple," said Gartner vice president of mobile computing Ken Dulaney. "They are just trying harder; Apple is way behind in that area."

Android is benefiting from being an "open-source" platform that gadget makers use free of charge and improve as they deem fit, providing Google with insights along the way.

Apple tightly controls its products from the software to the hardware and even the online shop for music, books, games or other content.

Having thousands of different Android devices vying for consumers' cash is a strength when it comes to market share but puts hardware makers into a fiercely competitive arena, Baker noted.

"People are more inclined toward the Android platform because there is more choice and most of that choice is low price," Forrester analyst Charles Golvin said.