The latest smartphone OS sales data from Kantar Worldpanel ComTech reveals that Apple's iPhone 7, iPhone 7 Plus and iPhone 6s were the three most popular smartphones in the US leading into the holiday buying season in terms of sales.

In the three months ending November 2016, Apple's three smartphones captured a combined 31.4 percent market share sales. Following closely behind was Samsung with the Galaxy S7 and S7 edge, the fourth and fifth best-selling phones during the same timeframe, capturing 28.9 percent of smartphone sales.

The new Pixel phone by Google made what Kantar called "strong gains" with a rise to 1.3 percent of sales.

Looking at the OS breakdown, the firm reports that Android came installed on 55.3 percent of smartphone sold in the US during the same three-month period, a decline of 5.1 percent year-over-year. Apple's iOS, meanwhile, captured 43.5 percent of the market which is up 6.4 percent compared to the same period a year ago.

It's a much different story in urban China, however, as iOS' share fell from 25.3 percent to 19.9 percent in the same three-month period heading into the holidays. Android, on the other hand, saw a 7.2 percent increase year-over-year, going from an already respectable 72.7 percent up to 79.9 percent.

Windows Phone share declined year-over-year in every market observed (Germany, the US, Great Britain, China, France and Australia) which is no surprise really.

Lead photo courtesy Getty Images