With over a billion iPhones in use, Apple beats all rivals in terms of active installed base. About one in four active smartphones worldwide is an iPhone, according to new research.
It didn’t happen by accident – Apple actively supports older iPhone models for a good reason: they are an important source of revenue.
Why Apple actively supports older iPhones
Keeping older iPhone models fully functional is crucial for Apple, as these devices continue to generate revenue long after they are first sold. Even though the iPhone is several years old, it remains firmly tied to Apple’s service ecosystem, bringing in revenue from the App Store, iCloud, Apple Music, repairs and more.
That’s why every iPhone buyer can count on at least five years of iOS upgrades — and sometimes much, much longer — as well as five or more years of repairs from authorized service providers. Such a commitment clearly pays off.
“Apple leads the active installed base globally, with about one in four active smartphones being an iPhone. This is driven by strong user loyalty, a deep iOS ecosystem and tightly integrated services,” said Karn Chauhan, an analyst who contributed to Counterpoint Research’s latest smartphone installed base tracking.
“In 2025, Apple will add more pure new smartphones than the other seven leading OEMs combined,” noted Chauhan. “This highlights its ability to attract and retain users in a mature market.
While keeping older iPhone units going for years and years goes a long way in keeping Apple on top, it’s also a top seller of new phones. She led the world until 2025.
Only Samsung even comes close
Apple maintains the largest active installed base of any manufacturer with such a healthy margin that only Samsung can give it solid competition.
“Samsung is in second place with about one-fifth of the global active installed base,” said Counterpoint’s Chauhan. “This is supported by its long-standing market presence, broad portfolio from entry-level to premium segments, and extensive geographic reach across key regions.”
Xiaomi is in third place with around 12% of the active installed base. Oppo and Vivo account for about 8% and 7% respectively.
“Only Apple and Samsung have surpassed the milestone of one billion active devices, demonstrating their ability to keep users engaged over time,” said Tarun Pathak, director of research at Counterpoint.
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