Apple has solidified its position as a dominant force in the smartphone market, with a recent report revealing that one in every four active smartphones worldwide in 2025 is an iPhone. This impressive statistic comes from Counterpoint Research’s Smartphone Installed Base Tracker, which measures not just sales but the number of devices currently in use, reflecting factors such as user retention, ecosystem loyalty, and device longevity.
Apple and Samsung Lead the Market
According to the report, Apple and Samsung are the only two brands to have crossed the milestone of one billion active devices each, together accounting for 44% of the global active smartphone installed base in 2025. This duopoly benefits greatly from their robust ecosystems and strong user loyalty, which encourage customers to remain within their respective platforms over the long term. Notably, Counterpoint analysts highlighted that Apple added more net new smartphones in 2025 than the next seven leading smartphone manufacturers combined, underscoring its continued market strength.
Other Leading Brands and Market Dynamics
Following Apple and Samsung, Xiaomi ranks third in terms of active smartphone users, with Oppo and vivo also holding significant shares. These brands offer a wide range of devices across various price points, and are increasingly focusing on expanding their own ecosystems to enhance user engagement. Meanwhile, Transsion Group secured the sixth spot, buoyed by rapid growth in regions such as the Middle East, Africa, and Southeast Asia. This group includes popular brands like Tecno, itel, and Infinix.
Huawei and Honor complete the top eight, with Honor officially surpassing 200 million active devices, a notable milestone for the brand. Outside the top eight, Motorola and Realme are on the cusp of joining the 200+ million active users club, indicating their rising presence in the global smartphone landscape.
Looking Ahead
The data from Counterpoint Research highlights the ongoing importance of ecosystem strength and user retention in shaping the smartphone market. As Apple continues to expand its active user base, other manufacturers are also investing heavily in ecosystem development to capture and maintain customer loyalty. It will be interesting to watch how these dynamics evolve in the coming years, particularly with emerging markets playing a crucial role in driving growth for brands like Transsion and Xiaomi.
Overall, 2025 has reinforced Apple’s status as a key player with a substantial share of the active smartphone market, setting the stage for continued competition among the world’s leading smartphone brands.