Microsoft's has failed to increase its share of the smartphone market across Europe in the last quarter, with sales of phones running its operating system falling 0.3% in the largest European countries during the period. 

Italy and Japan were the only markets around the world where Windows phones registered a slight increase in sales, according to the latest data from Kantar Wordpanel Comtech.

The figures cover the first few days of the iPhone 6 and 6 Plus sales in Europe and show demand was high for the long anticipated new smartphones. 

In Britain, Apple's share of the market jumped 1.7% during the period July-September, when compared to the same period last year. 

Across Europe's five largest markets, the increase in Apple phones was 1.5% over the period, and 2.1% in Australia.

Android remains the dominant operating system in Europe, with a 73.9% share of the market in the five biggest countries. 

Apple holds the second highest share at 15.4%, while Windows stands in third with 9.2% of the market. 

Across the Atlantic in the US, competition has increased in the smartphone market with LG and Motorola both increasing their share of the pie through the LG G3 and Motorola Moto X. 

In China local brand Xiaomi continues to dominate the market, with the Xiaomi Red Rice 1S and Xiaomi Rice Note models the top selling smartphones in the past three months.