Overview
- Counterpoint’s 2025 tracker shows Apple leading the active smartphone base at roughly 24%, with Samsung at about 19%.
- Both manufacturers are the only members of the billion‑device club and together account for approximately 44% of active smartphones worldwide.
- Apple added more net new active smartphones in 2025 than the next seven leading OEMs combined, underscoring strong retention and ecosystem pull.
- Xiaomi ranks third by active base, followed by OPPO, vivo and Transsion, and Honor crossed the 200 million active device threshold.
- Growth in active devices stayed muted as replacement cycles neared four years and second‑life phones proliferated, leaving most OEMs with single‑digit shares in the premium tier.