Apple dominated smartphone sales in 2025 and according to a new report, it unsurprisingly had the largest installed base out of any smartphone brand worldwide. This metric takes into account the number of units that are currently in use by customers with factors like user retention, ecosystem loyalty and device longevity. According to Counterpoint Research’s Smartphone Installed Base Tracker, one in every four active smartphones used in 2025 was an iPhone. Global Active Smartphone Installed Base by Brand Share, 2025 Apple and Samsung are the only two brands in the “billion active...
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