One in Four Smartphones Worldwide Is Now an iPhone

Apple’s grip on the global smartphone market just tightened — and this time, it’s not about shipments. It’s about devices actually in people’s hands.

According to new data from Counterpoint Research’s Smartphone Installed Base Tracker, nearly one in four active smartphones worldwide is now an iPhone. Unlike annual shipment numbers, installed base figures reflect the total number of devices currently in use, offering a clearer picture of long-term platform loyalty and ecosystem strength.

The global installed base of active smartphones grew 2% in 2025, driven by longer replacement cycles (now approaching four years) and an increase in second-life devices. But Apple continues to stand apart.

“Each of the eight leading smartphone OEMs had an active installed base exceeding 200 million devices in 2025, together accounting for over 80% of the global active installed base. Only Apple and Samsung have surpassed the one-billion active devices milestone, showing their ability to keep users engaged over time,” said Counterpoint Research Director Tarun Pathak.

Senior Analyst Karn Chauhan added that Apple now leads the global active installed base, with about one in four devices in use being an iPhone. Even more impressive, Apple added more net new active smartphone devices in 2025 than the next seven leading OEMs combined.

Image: Counterpoint Research

Samsung ranks second, accounting for roughly one-fifth of active smartphones globally. Together, Apple and Samsung hold 44% of the global installed base — a widening gap compared to the rest of the industry.

The data reinforces recent trends we’ve seen elsewhere. Counterpoint previously reported that the iPhone 16 was the best-selling phone globally in 2025, while the iPhone 17 drew strong demand late in the year, helping Apple reclaim the No. 1 spot in the all-important Chinese market during Q4 2025. Even as rising DRAM prices threaten broader shipment volumes industry-wide, Apple appears better positioned than most to weather cost pressures.

What’s driving this dominance? Premium positioning, longer software support, high resale values, and deep ecosystem integration all extend device lifespans and boost repeat purchases. In an era where hardware innovation is incremental, differentiation is shifting toward software, services, and on-device AI. Apple remains the master of monetizing its software and services — now, if we could just get an AI Siri that actually works…