Counterpoint's 2025 report shows that the iPhone attracts the highest number of new users, surpassing the combined total of seven competing brands amid a trend of consumers keeping their phones for an average of four years.
The latest report from Counterpoint Research reveals global smartphone user statistics for 2025, showing that Apple's iPhone remains the market leader, with nearly one in four smartphones worldwide being actively used iPhones.
Samsung follows in second place with approximately one in five of the global market share. These two companies are the only manufacturers with active devices exceeding one billion units. Combined, these two giants account for about 44% of all actively used smartphones worldwide.
Other top ten brands include major names such as Xiaomi, Oppo, Vivo, Transsion, Huawei, Honor, Motorola, Realme, and Google, respectively.
Notably, last year Honor was the only brand to surpass 200 million active users. Meanwhile, other brands like Motorola, Realme, and Google experienced growth but remain below that threshold.
However, the report notes that the premium segment remains challenging for other brands but is not an issue for Apple and Samsung, who dominate the premium smartphone market.
Overall, the global active smartphone user base grew by only 2% in 2025, a relatively low figure. Counterpoint Research analysts attribute this to consumers extending their device replacement cycles to nearly four years, combined with the rising popularity of the secondhand smartphone market, which has slowed new device purchases.