Apple Dominates Smartphone Market with One in Four Active Devices, Samsung Joins the Billion Club

In the ever-evolving landscape of smartphones, two giants stand head and shoulders above the rest: Apple and Samsung. A recent report by Counterpoint Research reveals that Apple not only leads in the number of active devices but also boasts a staggering market presence that is reshaping consumer preferences across the globe. With Samsung also crossing the one-billion mark in active devices, the competition remains fierce, but Apple's long-standing commitment to quality and user retention is proving pivotal in maintaining its supremacy.

Apple's Remarkable Reach in the Global Smartphone Market

Surprisingly, nearly one in four active smartphones worldwide is an iPhone, indicating Apple's tremendous penetration in the market. Even more astonishing is the fact that close to half of all smartphones currently in use are either iPhones or Samsung Galaxy devices. This dominance underscores a significant shift in consumer loyalty and device longevity.

As of the end of 2025, Apple and Samsung together account for a remarkable 44% of the global active smartphone installed base. Apple's share is just shy of 25%, with Samsung following close behind at nearly 20%. Despite Samsung's historical lead in sales, the shift in consumer behavior towards longer device usage has worked in Apple's favor, allowing it to build a more substantial active installed base.

Apple's Impressive Growth

Last year's growth figures highlight Apple's ability to outpace its competitors significantly. The net additions to Apple's active devices surpassed the combined increases from other major brands, including Samsung, Xiaomi, Oppo, Vivo, Transsion, Huawei, and Honor. This growth pattern emphasizes Apple's strength in retaining existing customers and attracting new ones, even amidst a competitive market.

Global Smartphone Count Exceeds Five Billion

While Counterpoint Research does not provide a specific figure for the total number of active smartphones, it’s evident that the number exceeds five billion, thanks to Apple and Samsung each surpassing the billion mark. This poses a challenge for other manufacturers trying to carve out their niche in a market heavily dominated by these two brands.

The Future of Smartphone Leadership

Looking ahead, it appears Apple is well-positioned to maintain its leadership in both market share and innovation. The strength of its premium iPhone line ensures that users are likely to hold onto their devices longer than many Android counterparts, further solidifying Apple's market presence. Anticipation is building towards the release of the first-ever foldable iPhone, which could reshape expectations and competitiveness in the smartphone market.

As the smartphone landscape continues to evolve, Apple's commitment to quality, innovation, and user satisfaction positions it for sustained success, while Samsung stands ready to compete vigorously. Together, these brands will shape the future of mobile technology in ways we can only begin to imagine.