A new report from Counterpoint Research indicates Apple's iPhone now accounts for almost one in four active smartphones worldwide. The study, which tracked the global active smartphone installed base in 2025, revealed that the overall market grew by a modest 2%. Apple and Samsung together control 44% of that total, highlighting their dominance in a mature market. This report underscores Apple's sustained success.

Apple's ability to attract and retain users in a saturated market is notable. The report points to strong user loyalty, a robust iOS ecosystem, and tightly integrated services as key drivers of this success. Samsung holds the second position, with around one-fifth of the active global installed base, backed by its diverse portfolio and broad geographic reach. The premium segment, however, remains a challenging space for most manufacturers.

The report also notes that Apple and Samsung are the only two smartphone manufacturers to have surpassed one billion active devices globally. The slower overall market growth is attributed to longer replacement cycles and the increasing use of second-life devices. This data demonstrates Apple's continued strong position and influence in the smartphone industry, especially in the premium segment.