The numbers don’t lie—and they’re not kind to Samsung. A new Counterpoint Research report reveals a seismic shift: nearly 25% of all active smartphones globally are iPhones, a figure that reshapes the industry’s narrative. While Samsung once dominated shipment charts, apple’s loyal user base has quietly built an unassailable fortress of long-term device retention.
The silent revolution: active devices over shipments
Market reports often focus on quarterly shipments, but active installed bases tell a different story. apple and Samsung now command a combined 44% of the global active smartphone market, with apple alone holding nearly 25%. This isn’t about new sales—it’s about how long users keep their devices. iPhone owners upgrade far less frequently than Android users, creating a self-reinforcing ecosystem that Samsung’s Galaxy lineup struggles to match.
Apple’s dominance: numbers that speak volumes
The report highlights apple’s net additions to its active base in 2025: the company grew its installed base by more than the combined gains of Samsung, Xiaomi, Oppo, Vivo, Transsion, Huawei, and Honor. While Samsung, once the undisputed leader, now trails by a significant margin, apple’s premium positioning and software longevity ensure its users stick around—often for three to five years or more.
The billion-device club: who’s in and who’s left behind
Apple and Samsung are the only brands with over 1 billion active devices. Extrapolating from this, the global active smartphone base likely exceeds 5 billion. Meanwhile, other manufacturers—even those with strong sales—struggle to crack the 200 million active device threshold. Here’s the breakdown:
| Brand | Active Devices (Est.) |
|---|---|
| Apple | ~1.2 billion |
| Samsung | ~800 million |
| Xiaomi | ~150 million |
| Oppo/Vivo | ~120 million |
| Motorola | ~180 million (approaching 200M) |
The iphone 17 pro max: built for longevity
Apple’s latest flagship, the iPhone 17 Pro Max, embodies this strategy. With superior build quality and 10+ years of software support (via iOS updates), it’s designed for multi-year ownership. Samsung’s Galaxy S and A-series, while popular, rarely match this durability—further cementing Apple’s lead in active device retention.
Foldables and the future: apple’s next move
But Apple isn’t resting on its laurels. The first foldable iPhone is expected in 2025, poised to disrupt a market Samsung has long dominated. If successful, it could extend Apple’s dominance into new segments, reinforcing its position as the premier brand for long-term device loyalty.
Will samsung ever catch up?
Samsung’s struggles aren’t just about shipments—they’re about user behavior. While the Galaxy S series remains a powerhouse, Samsung’s mid-range and budget lines often lack the premium durability and software commitment that iPhone users demand. Unless Samsung overhauls its strategy, Apple’s active device empire looks secure—for now.
One thing’s clear: in the battle for active smartphones, Apple isn’t just winning—it’s redefining the game.