Nearly one in four smartphones being used around the globe today is an iPhone, according to new data from Counterpoint Research.
Data from Counterpoint’s Smartphone Installed Base Tracker shows that the global installed base of active smartphones grew a mere 2% in 2025, thanks to lengthening replacement cycles, as well as the continued circulation of second-life devices. Installed base numbers reflect the total number of devices currently in use.
Counterpoint’s number show that roughly one in four smartphones being used around the globe is an iPhone. The firm credits the device’s standing to a combination of strong user loyalty, integrated services, and the broader Apple ecosystem.
The report also notes that Apple added more net new active smartphone devices in 2025 than the next seven leading smartphone manufacturers combined.
Samsung had a firm grip on second-place in the survey, with approximately one-fifth of the global active installed base. Apple and Samsung combined accounted for 44% of the global installed base in 2025.
Other brands in the survey included Xiaomi, OPPO, and vivo, basically formed a second tier of phone makers, with large but smaller installed bases, thanks to midrange and upper-midrange devices.
The report also notes that the differentiation between smartphones is increasingly due to software and ecosystem integration, as hardware innovation appears to be slowing
Counterpoint Research’s full report is available here.
