Global Smartphone Installed Base Grows 2% in 2025, iPhone Captures Nearly One in Four Devices

The global smartphone installed base grew by 2% in 2025, reaching new milestones as eight original equipment manufacturers (OEMs) each surpassed 200 million active devices worldwide, according to research from Counterpoint. The iPhone maker Apple continues to dominate the premium segment, with nearly one in four active smartphones globally being an iPhone.

Tarun Pathak, Research Director at Counterpoint Research based in Gurgaon near New Delhi, highlighted the significance of this growth pattern in the mobile ecosystem. The data reveals a maturing but still expanding smartphone market where brand loyalty and ecosystem lock-in play increasingly important roles.

Market Concentration Among Top OEMs

The eight OEMs that crossed the 200 million active device threshold represent a diverse mix of established players and emerging challengers. While specific company names weren't detailed in the initial report, this concentration suggests a highly competitive landscape where scale provides significant advantages in software updates, ecosystem services, and brand recognition.

This level of market concentration among top players reflects broader trends in the technology sector, where network effects and platform economics tend to favor larger players. The 200 million active device mark serves as a critical threshold for companies looking to compete effectively in services, subscriptions, and cross-device integration.

iPhone's Growing Market Share

Apple's achievement of nearly 25% of the global active smartphone installed base represents a significant milestone. This translates to approximately one in four smartphones currently in use worldwide being an iPhone, underscoring the company's success in maintaining premium positioning while expanding its global footprint.

The iPhone's market share growth comes despite intense competition in emerging markets and the overall maturation of smartphone technology. Apple's strategy of focusing on the premium segment while offering financing options and trade-in programs has helped maintain momentum even as global smartphone sales growth has slowed.

Implications for the Mobile Ecosystem

This installed base growth has several implications for the broader mobile ecosystem:

App Development Priorities: With such a large and concentrated user base, developers can justify investing in platform-specific features and optimizations. The iPhone's nearly 25% share makes it an essential target for mobile app development, alongside Android's dominant position.

Services Revenue Opportunities: A larger installed base provides more opportunities for services revenue through subscriptions, app purchases, and digital content. Companies with 200M+ active devices can build sustainable services businesses that complement hardware sales.

Security Update Economics: Maintaining software updates becomes more economically viable with larger installed bases, potentially extending device lifespans and improving overall ecosystem security.

Regional Variations and Market Dynamics

While the report provides global figures, the distribution of these 200M+ device OEMs likely varies significantly by region. In developed markets like North America and parts of Europe, Apple's share is likely even higher, while in price-sensitive emerging markets, Android-based manufacturers probably dominate.

The 2% overall growth rate suggests a maturing market where replacement cycles are lengthening, and technological innovation provides less incentive for frequent upgrades. This environment favors companies that can monetize their installed base through services rather than relying solely on hardware sales.

Future Outlook

Looking ahead, several factors could influence how this installed base evolves:

AI Integration: The integration of artificial intelligence capabilities into smartphones could create new differentiation opportunities and potentially drive upgrade cycles.

Emerging Market Growth: Continued economic development in emerging markets could provide growth opportunities for manufacturers beyond the current top eight OEMs.

Sustainability Pressures: Environmental concerns and right-to-repair movements might extend device lifespans, potentially slowing installed base growth but increasing the importance of services revenue.

5G and Beyond: As 5G networks mature and new connectivity standards emerge, they could drive replacement cycles and shift the competitive landscape among the top OEMs.

The smartphone market's continued evolution will depend on how these companies leverage their installed bases to create sustainable competitive advantages in an increasingly services-oriented technology landscape.

Source: Counterpoint Research