According to new data from Counterpoint Research, nearly one in four active smartphones worldwide are now iPhones.
Findings from Smartphone Installed Base Tracker show that the global installed base of active smartphones grew by 2% in 2025, mainly due to lengthening replacement cycles and the continued circulation of second-life devices. Unlike shipment data, which measures annual sales, installed base data reflects the total number of devices in use, making it a key indicator of the current state.
Apple now leads the global installed base of active smartphones, with about one in four smartphones being iPhones. The company attributes this position to a combination of strong user loyalty, built-in services and the broader Apple ecosystem.
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The report also claims that Apple added more net new active smartphone devices in 2025 than the next seven top smartphone manufacturers combined, reflecting the company's ability to attract and retain users even as global smartphone growth slows and hardware innovation is more gradual.
Who comes after Apple and iPhones?
Samsung came in second, accounting for about one-fifth of the global active smartphone installed base. Together, Apple and Samsung accounted for 44% of the installed base in 2025 .
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The gap between Apple and Samsung and the rest of the industry is widening. The two companies are the only smartphone makers to surpass one billion active devices worldwide.
Other brands, including Xiaomi, OPPO and Vivo, form a second category with large but smaller installed bases, built primarily through mid-range and upper-mid-range devices. It is worth noting that Transsion Group has increased its base through affordable devices targeting markets such as the Middle East, Africa and Southeast Asia.
HONOR is the latest brand to surpass 200 million active devices, with Motorola and Realme also approaching this milestone.
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Apple's massive device base is attributed to a number of additional trends that favor premium smartphones. For example, device replacement cycles have extended to nearly four years as hardware improvements become more gradual and device durability improves. Premium devices typically receive more software support, retain higher resale value , and remain in active use for longer, often through second owners. Repeat purchases are also likely.
See the full Counterpoint Research for more information.
