The quarterly portion of all mobile devices in 2025 will belong to Apple models.

Who is leading the smartphone market today?

According to the latest data from analytics firm Counterpoint, in 2025 Apple took first place in terms of active devices among all global brands. This is not just a sales figure – the metric takes into account real device usage, their operating time and users’ attachment to the ecosystem.

* Every fourth person worldwide who uses a smartphone is an iPhone user.

* In 2025 Apple and Samsung together control 44 % of the global active device base. These two brands are known for their strong ecosystems and long‑term audience loyalty.

* Additionally, in 2025 Apple released more smartphones than all other manufacturers combined.

Second place – Samsung
Samsung holds second place in terms of active devices. Like Apple, the company relies on a powerful ecosystem and user devotion.

Third place – Xiaomi
Xiaomi is third, followed by Oppo and Vivo. These three Chinese brands offer models across almost every price segment and actively develop their own ecosystems.

Sixth place – Transsion Group
The sixth most popular is Transsion Group, which includes Tecno, Itel and Infinix. The company’s success is based on a strong presence in Middle Eastern, African and Southeast Asian markets.

Eighth place – Huawei and Honor
Huawei and Honor occupy eighth place. The latter already has more than 200 million active devices.

Ninth and tenth places – Motorola and Realme
Motorola and Realme are ninth and tenth. It is expected that they will soon reach the 200 million active device mark as well.

Thus, in 2025 the smartphone market is defined by four key players (Apple, Samsung, Xiaomi, Oppo/Vivo), while other brands occupy lower positions in terms of active users.