Apple Inc.’s iPhone is the most-desired device among users shopping for smartphones as consumers prepare for the holiday season, according to Nielsen.

In a survey of U.S. shoppers looking for a smartphone, 30 percent said they wanted an iPhone, according to a survey from August through October. Phones running Google’s Android software placed second with 28 percent. Apple is battling increasing competition from Android, which is the most popular smartphone system among new buyers this year.

Almost a third of U.S. mobile subscribers had a smartphone and of those, 27.9 percent owned an iPhone, 27.4 percent had a BlackBerry and 22.7 percent had an Android device.