Apple captured a quarter of the world's active smartphone users in 2025, according to new data from Counterpoint Research. The company's Smartphone Installed Base Tracker shows that one in every four smartphones currently in use belongs to the Cupertino giant. This metric measures actual devices in active use rather than quarterly shipments, accounting for user retention, ecosystem loyalty, and device longevity.
Apple and Samsung remain the only manufacturers in the "billion active devices club" together commanding 44% of the global installed base. Both brands benefit from robust ecosystems and strong customer loyalty that keeps users upgrading within their respective platforms. Counterpoint analysts highlight that Apple alone added more net new smartphones in 2025 than the next seven leading manufacturers combined.
Xiaomi secured third position in active smartphone users, followed by Oppo and Vivo. These three Chinese brands compete across all price segments while building comprehensive device ecosystems. Their aggressive expansion strategy and diverse product portfolios have helped them maintain significant user bases globally.
Transsion Group claimed sixth place through rapid growth in Middle East, Africa, and Southeast Asian markets. This figure includes Tecno, itel, and Infinix devices sold under the Transsion umbrella. Huawei and Honor completed the top eight rankings, with Honor officially surpassing 200 million active devices.
Motorola and Realme narrowly missed the top eight but are approaching the 200 million active user milestone. Counterpoint analysts expect both brands to join this exclusive club within the coming quarters based on their current growth trajectories.
The installed base data reveals the stark divide between premium and budget market leaders. While Apple dominates the high-end segment with fewer total sales but higher individual value, Samsung maintains broad appeal across multiple tiers. Chinese manufacturers continue closing the gap through volume sales and ecosystem integration efforts.
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