Recent data from Counterpoint Research reveals that nearly one in four active smartphones worldwide is now an iPhone. This achievement reflects the strength of the Apple brand and its unique ability to retain users for extended periods.
Active device base: The true indicator of success
According to Counterpoint Research’s “Smart Device Installed Base Tracker,” the global active smartphone base grew by 2% during 2025. This growth is mainly attributed to longer phone replacement cycles and the continued circulation of devices in the “second generation” or used device market.
Unlike shipment figures, which only measure annual sales, "installed base" data reflects the actual number of devices currently in use. This metric is a vital strategic indicator, revealing users' long-term choices and their level of engagement with a particular operating system.
Apple is in the lead and its growth surpasses that of its competitors.
Apple currently leads the global smartphone market, with the iPhone accounting for approximately 25% of all active devices worldwide. The research firm attributes this prominent position to a combination of strong user loyalty, service integration, and the robust Apple ecosystem that seamlessly connects users to its products and services.
Interestingly, the report indicated that Apple succeeded in adding more new active devices in 2025 than the next seven largest companies combined. This superiority reflects the company's ability to attract new users and retain existing ones, even amidst a slowdown in the global smartphone market and a shift towards more incremental hardware innovations.
Global competition map
Samsung came in second, accounting for roughly one-fifth of the global active smartphone market. Together, Apple and Samsung will control 44% of all active devices worldwide by 2025.
The report notes that the gap is widening between Apple and Samsung as market leaders and the rest of the competitors, as they are the only ones that have surpassed the one billion active device mark worldwide.
Other companies, such as Xiaomi, Oppo, and Vivo, form a second tier with large but smaller fan bases, primarily focusing on mid-range and upper-mid-range devices. Meanwhile, Transsion Group has distinguished itself by expanding its presence in price-sensitive markets like the Middle East, Africa, and Southeast Asia; it is the parent company of Tecno, Infinix, and Itel.
Honor recently surpassed the 200 million active device mark, while Motorola and Realme are approaching this number.
Why does the iPhone excel at survival?
The expansion of Apple's user base is due to several factors that favor flagship phones, most notably:
◉ Length of replacement cycle: The period of phone ownership may extend to approximately four years, due to the durability of the devices and the quality of their manufacturing.
◉ Continuous software support: Apple devices receive iOS system updates for many years, making the device usable for a longer period.
◉ Value upon resale: The iPhone maintains its market value better than competitors, which facilitates the device's lifecycle in the used market.
The future belongs to software and artificial intelligence.
With hardware innovation slowing, the report indicates that differentiation between companies is increasingly shifting toward software and ecosystem integration. Features such as on-device artificial intelligence, image processing technologies, productivity tools, and seamless integration between different devices are key drivers for building long-term loyalty and increasing usage rates.
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