Apple strengthened its position in the global smartphone market in 2025, taking close to 25 percent of the active smartphone installed base. Growth across the market stayed slow, but Apple continued to add users at a pace no other brand matched. The data shows how loyalty, long software support, and ecosystem depth now matter more than yearly shipment spikes.
The global active smartphone installed base grew by just 2 percent in 2025. Users kept phones longer, and second-life devices stayed in circulation. Replacement cycles stretched close to four years, which limited fresh demand but rewarded brands that hold on to users over time. In this environment, scale came from retention rather than volume.
A new report from Counterpoint Research explains why Apple and Samsung stand apart. Together, the two brands accounted for 44 percent of all active smartphones worldwide in 2025. They also remained the only smartphone makers with more than one billion active devices globally, a milestone no other brand has reached.
Apple led the market by a clear margin. One in four active smartphones worldwide was an iPhone in 2025. The company also added more net new devices than the next seven smartphone brands combined, which underlines its grip on users in a mature market. Samsung followed in second place with roughly one in five active smartphones.
Senior Analyst Karn Chauhan summed it up clearly, saying, “Apple leads the global active installed base, with about one in four active smartphones being an iPhone. This is driven by strong user loyalty, a deep iOS ecosystem and tightly integrated services.” He also noted that Apple’s net new device growth outpaced its closest competitors combined.
Eight brands cross 200 million active devices
Eight smartphone brands passed the 200 million active device mark in 2025. Alongside Apple and Samsung, the list included Xiaomi, OPPO, vivo, Transsion, and Huawei. Honor became the newest entrant to this group during the year, while Motorola and realme moved closer to the same threshold.
Research Director Tarun Pathak explained the structure of this group, stating, “Only Apple and Samsung have surpassed the one-billion active devices milestone, showing their ability to keep users engaged over time.” He added that these brands benefited from premium positioning and strong ecosystems, while others grew through mid-range focus or price-sensitive markets.
The premium smartphone segment remained difficult for most brands. In 2025, six manufacturers outside Apple and Samsung held only single-digit sales shares for phones priced above $600 wholesale. At the same time, premium devices lasted longer thanks to durable hardware, extended software support, and higher resale value.
As hardware growth slows, software and services now shape long-term success. Brands that extend device lifespans and build strong ecosystems can generate recurring revenue long after the initial sale. Apple continues to lead on this front, turning its installed base into a long-term platform rather than a one-time purchase.
