Although the sector's growth has been quite modest, with an increase of barely a 2% increase in the global active smartphone baseThe Cupertino company has not only maintained its weight, but has also been the one that has most expanded its user base. In fact, Apple added more new devices to its active fleet than the next seven manufacturers combined.Something few brands can say these days.
One in four active mobile phones is an iPhone
According to Counterpoint's estimates, there are currently about 7.420 billion active smartphonesOf that total, around 25% corresponds to iPhones, which represents approximately 1.855 billion Apple devices in use at the close of 2025. That is, approximately .
This data has a key interpretation: it's not just about one-off sales, but about installed base of active smartphones, an indicator that measures real long-term competitiveness. Factors such as the device lifespan, ecosystem loyalty, and retention rate of users, beyond the number of new terminals that come onto the market each year.
Analysts emphasize that this leadership has a lot to do with the loyalty to the Apple ecosystemFor those who accumulate years of photos, documents, notes, and backups in iCloud, or who use an Apple Watch, iPad, or Mac daily, switching platforms is considerably more complicated. The result is a iPhone fleet that remains active for many yearseven when the user stops buying new models every season.
To this equation is added the importance of extended software support and high resale valueiPhones typically receive updates for longer than many of their Android rivals, allowing the same device to pass through several hands without becoming obsolete as quickly. This "second life" of phones contributes to the fact that The installed base continues to grow even though the global market stagnates..
Apple and Samsung, a duopoly at the top of the market
In this context, Samsung is the other major player on the board. The South Korean firm is positioned in second position with approximately 20% of the global active basewhich puts it close to Apple in volume, although slightly behind. Together, Apple and Samsung together account for 44% of all active smartphones worldwide, practically one out of every two phones in use.
Both companies are also the only ones that have surpassed the 1.000 billion active device markThis puts them in a league of their own, with a massive presence in both mature markets (such as Western Europe, the United States, or South Korea) and emerging countries where renewal cycles are longer.
Counterpoint experts point out that this dominance is not accidental, but rather the result of a strategy based on durable terminals, robust ecosystems, and expanded software supportIn Apple's case, the focus is on a predominantly premium catalog, while Samsung combines input, medium and high ranges to cover virtually all price ranges.
In markets like Spain or the rest of Europe, this division is noticeable in everyday life. It's common to find Apple clearly dominates the higher price segmentsMeanwhile, Samsung is strengthening its presence in the mid-range with its Galaxy A and M families, in addition to the Galaxy S and foldable phones in the more expensive part of the market.
According to analysts, another key point is the ability of both brands to retain users in their ecosystemsBoth iOS and Samsung's services layer (with its own cloud, app store and connected devices) mean that, once inside, many users prefer to keep renewing within the same family rather than make the leap to another brand.
A mature market and increasingly longer renewal cycles
Beyond the specific names, the Counterpoint report paints a clear picture: The smartphone market is practically matureThe total base of active phones grew by only 2% year-on-year, a modest figure for a technology sector, and the Renewal cycles have lengthened to almost four years of average use.
In Europe and Spain, this trend is clearly visible. A few years ago, it was relatively common to change your mobile phone every one or two years; now, many consumers They choose to stretch their devices furtherwhether for economic reasons, market saturation, or a greater interest in sustainability and the reduction of electronic waste.
The rise of second-hand and refurbished device market It also directly impacts the installed base. Smartphones that previously sat in a drawer now find new owners, remaining active for longer. This particularly benefits brands with a strong reputation for durability and resale value, such as the iPhone itself.
The report emphasizes that user loyalty is based on what it calls “durable structures”Robust hardware, software updates that last for years, integrated ecosystems of devices and services, and a high residual value when the user decides to sell or hand over their mobile phoneAll of this contributes to extending the useful life of the equipment and, therefore, to broadening the active base without the need for spectacular growth in annual sales.
In this flatter environment, the ability of brands like Apple to to gain more net users than its seven main competitors combined It's interpreted as a test of strength. Not only does it manage to retain a good portion of those who already use an iPhone, but it also It manages to attract new users from Android or from entry-level ranges to higher segments.
The role of Xiaomi, OPPO, vivo, Honor and the rest of the TOP 8
Although the conversation usually revolves around Apple and Samsung, the Counterpoint study highlights the consolidation of other brands in the Top 8 worldwide by number of active smartphonesAll of them have over 200 million devices in use and, together, They account for more than 80% of the global installed base.
Xiaomi, OPPO (along with OnePlus) and vivo They have managed to carve out a significant niche, especially in markets where the price-quality ratio is crucial. Xiaomi already represents more than 10% of the world's installed baseOPPO and vivo are close to that benchmark, combining affordable models with high-end offerings.
These companies are strengthening their positions through unique ecosystems and competitive functions, such as advanced customization layers, cloud services, wearables, and connected devices. Although they are still far from the levels of loyalty shown by Apple users, They have been gaining ground in key regions from Europe, Asia and Latin America.
A striking case is that of Honor, which has recently joined the club of brands with more than 200 billion active smartphonesAfter its separation from Huawei, the firm has been rebuilding its catalog and international presence, until it broke into this group of major players.
Behind them appear manufacturers such as Motorola and realmewhich are also approaching that 200 million mark for terminals in use. Their presence is usually more noticeable in entry-level and mid-range segments, with particular strength in some regions of Eastern Europe, Latin America, and certain Asian markets where Price is a determining factor.
A premium segment almost entirely protected by Apple and Samsung
Where the gap becomes most evident is in the high-end smartphonesespecially in devices priced above $600 (wholesale). According to data collected by Counterpoint, The rest of the manufacturers barely manage to achieve single-digit market shares. In this segment, far behind Apple and Samsung.
This domain has to do with the brand strength and the importance of the ecosystemWhen buying an expensive mobile phone, many users tend to opt for established brands and operating systems they already trust. On the Apple side, the most advanced models in the iPhone range continue to be the gateway to complementary services and devices (watches, tablets, computers, headphones) that function as a network that is difficult to leave.
In the case of Samsung, its Galaxy S families and foldable models compete directly in that arena, relying on a very wide range of hardware and its historical presence in the Android marketEven so, several reports indicate that the average loyalty of its users tends to be somewhat lower than that of iPhone owners, which translates into a distribution is somewhat more fragmented when looking at other Android brands.
The report also indicates that the durability and software support These are critical elements for justifying high-end prices. In this respect, Apple maintains a perceived advantage in updating its devices for many years, while some Android manufacturers still offer shorter support policies on certain models.
In Europe, where the average purchase price is higher than in other regions, this distribution is even more pronounced. A significant portion of the mobile phones priced over €800 sold in countries like Spain, Germany, or France... They belong specifically to Apple or Samsung, with a still limited presence of other competitors in that segment.
The picture painted by all these figures is that of a market increasingly concentrated in few hands, heavily reliant on loyalty and servicesThe fact that almost one in four active smartphones is an iPhone, and that almost half of the world's smartphone market bears the Apple or Samsung logo, reflects the extent to which the battle is no longer fought solely on technical specifications or specific prices, but on to keep the user within an ecosystem for many years.
