New data shows that nearly one in four active smartphones worldwide is an iPhone. According to Counterpoint Research, Apple leads the global installed base in 2025, with iPhones making up close to 25 percent of all active devices.
Samsung comes in second with about 20 percent. Together, the two brands account for 44 percent of the global market. Both have more than one billion active smartphones, underscoring their dominance in the premium segment.
The report also shows that eight smartphone makers now have over 200 million active devices each. HONOR recently joined this group, while Motorola and realme are close to reaching the milestone.
Apple’s strength is in its premium positioning and ecosystem. Long device lifespans, consistent software updates, and growing services revenue continue to drive its lead. Samsung, meanwhile, remains the top Android brand but faces strong competition from Xiaomi, OPPO, and vivo, which focus on mid-range devices.
Replacement cycles of most devices are now close to four years, which means there are more second-life devices in use. This makes installed base figures more important than shipment numbers, because they reflect long-term user loyalty.
Also Read: Apple and Samsung dominated 2025 global smartphone market, report says
In the future, analysts expect AI, ecosystem integration, and software-driven features to further drive competition.
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