Counterpoint: 1 in every 4 active smartphones is an iPhone

Apple dominated smartphone sales in 2025 and according to a new report, it unsurprisingly had the largest installed base out of any smartphone brand worldwide. This metric takes into account the number of units that are currently in use by customers with factors like user retention, ecosystem loyalty and device longevity. According to Counterpoint Research’s Smartphone Installed Base Tracker, one in every four active smartphones used in 2025 was an iPhone.

Global Active Smartphone Installed Base by Brand Share, 2025

Apple and Samsung are the only two brands in the “billion active devices club” with the two brands responsible for 44% of the global active installed base in 2025. The pair are lauded for their strong ecosystems and long-term user loyalty. Counterpoint analysts also pointed out that Apple added more net new smartphones in 2025 than the next seven leading OEMs combined.

Xiaomi was the third leading brand by active smartphone users, followed by Oppo and vivo. These three brands offer a diverse set of smartphones across all price segments and are also focusing on building up their ecosystems.

Transsion Group came in sixth place thanks to rapid growth in the Middle East and Africa (MEA) and Southeast Asia markets. Transsion’s numbers include values for Tecno, itel and Infinix devices. Huawei and Honor rounded out the top-8, with Honor now officially boasting 200+ million active devices.

Motorola and Realme fell just outside the top-8 OEMs but Counterpoint analysts point out that both brands are on track to reach the 200+ million active users club soon.

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