Apple has firmly established its leadership in the smartphone market, with a recent report indicating that it boasts the largest installed base of any smartphone brand globally in 2025. This metric reflects the number of units currently in use, considering factors such as user retention, ecosystem loyalty, and device longevity. According to Counterpoint Research’s Smartphone Installed Base Tracker, one in every four active smartphones in 2025 was an iPhone.
Global Active Smartphone Installed Base by Brand Share, 2025Apple and Samsung rank as the only two brands in the "billion active devices club," collectively accounting for 44% of the global active installed base in 2025. Their success can be attributed to robust ecosystems and long-term user loyalty. Counterpoint analysts noted that Apple added more net new smartphones in 2025 than the combined total of the next seven leading OEMs.
Xiaomi ranked third among brands with active smartphone users, followed by Oppo and vivo, which together offer a wide array of smartphones across various price segments while also working on strengthening their ecosystems.
The Transsion Group secured the sixth position, largely due to significant growth in the Middle East and Africa (MEA) and Southeast Asia markets. The group's figures include devices from Tecno, itel, and Infinix. Huawei and Honor completed the top eight, with Honor now boasting over 200 million active devices.
Motorola and Realme, though just outside the top eight OEMs, are both expected to join the 200+ million active user club soon, according to Counterpoint analysts.
Source
