A Counterpoint Research report confirms that Apple now dominates global active devices, with nearly one in four smartphones used worldwide by 2025 being an iPhone. With a market share of around 25 per cent, Apple has surpassed its closest competitor, Samsung, which holds a 20 per cent share.
This trend could continue too
For your information, the latest data show that Apple and Samsung are the only brands to have surpassed 1 billion active devices globally. Apple's dominance is seen to be further strengthened as the company added more net new devices than the other seven major manufacturers combined over the past year.
In addition to Apple and Samsung, six other brands, namely Xiaomi, OPPO, vivo, Transsion, HUAWEI and HONOR, now have users exceeding 200 million units, with HONOR becoming the latest member to join the elite group, while Motorola and realme are reportedly getting closer to that figure.
Moreover, current market trends show global active devices growing by two per cent despite consumers now keeping their phones longer, with the average replacement cycle reaching almost four years. Apple and Samsung’s ability to retain users in premium ecosystems shows that the size of the active base is more important than unit shipment numbers in ensuring customer loyalty and long-term service revenue growth.
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