Android has over 80% market share, I highly doubt its "losing" anything
iPhones are a very premium product whether you like it or not, they have brilliant build quality and design, and their software is actually pretty good, with iOS scoring pretty high in benchmarking tools like GeekBench 3, higher than many top end Android phones
But whats beginning to happen is companies like Samsung are doing what Apple have been doing this whole time, and developing their own processors (the S6 I believe uses absolutely everything made in house) like the Exynos, which blew the Apple equivalent and the standard Snapdragon 810 of 2015, completely out of the water. Antutu benchmark scores went from around 45-50k set by the iPhone 6, Meizu MX5 and Oneplus One - To about 75k with the S6
Windows aren't in the race: If you want a phone you know, you get an iPhone. If you want a phone you can fully customize, or only have a certain budget, you go Android
Nerd-Gasm over (My final year project at university was to make phone apps, so I had to do this crap as research)