Apple unbeatable in 2025: why one in four smartphones is an iPhone

The success of a tech brand is no longer measured solely by the units sold each quarter, but above all by the ability to stay in users’ hands for a long time. According to the latest Counterpoint Counterpoint Research report, globally one in four active smartphones is an iPhone.

The active installed base is an indicator that analyzes how many devices are actually in use, taking into account crucial factors such as product longevity, ecosystem loyalty and the ability to retain users over time. Well, in 2025 Apple has confirmed its absolute leadership in this metric, demonstrating that the strength of the brand goes well beyond a single impulse purchase.

The global smartphone dominance in 2025: why one in four is an iPhone (Samsung is no less)

The current landscape sees Apple and Samsung as the only two protagonists capable of surpassing the milestone of one billion active devices, an exclusive club that underscores their lead over the rest of the rivals. Together, these two giants manage 44% of the entire global installed base, thanks to extremely solid ecosystems.

An impressive figure concerns the net growth recorded during 2025: Apple managed to add more active smartphones than the sum of the seven leading competing manufacturers combined.

This result translates into an unprecedented ability to attract, probably fueled by the longevity that distinguishes Cupertino’s devices. The iPhones stay updated much longer than the industry average, and this is a fact.

Behind the leading duo, the competition sees the main Chinese giants clashing. Xiaomi remains firmly in third place by number of active users, followed closely by OPPO and vivo. The Chinese brands have adopted a strategy we know well, offering a huge range of products across every price tier. At the same time they have actively invested in creating their own service ecosystems.

In sixth place we find the Transsion Group, which includes Tecno, Itel and Infinix, which has recorded rapid growth by focusing on emerging markets such as Southeast Asia, the Middle East and Africa.

The ranking of leading manufacturers with over 200 million active devices closes with Huawei and Honor, with the latter having officially surpassed that threshold just in the last year. Although they are currently just outside the Top 8, Counterpoint analysts note that brands like Motorola and Realme are on the right track to soon reach the same milestone of active users.

In conclusion, the analysis of the installed base tells us that the smartphone market has entered a phase where reliability and software support are vital. The fact that one in four users chooses to remain loyal to an iPhone is not only a commercial success for Apple, but a clear signal: long-term support (seen as a limitation by some manufacturers) in reality is a winning way to keep users close and reach new ones.