Emir BardakçıA new report from Counterpoint Research has revealed significant consolidation in the global smartphone market. As of 2025, the number of active smartphone brands with a user base exceeding 200 million will reach eight, with the top two maintaining a substantial lead over the rest.
According to the data, the global active installed base grew by 2% year-on-year in 2025. This slow growth is attributed to the lengthening of the replacement cycle, which has already extended to almost four years .
The «billion dollar club»: The dominance of Apple and Samsung
Although eight brands have surpassed the 200 million mark, only two have exceeded the 1 billion barrier , and together they represent 44% of the entire global market.
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Apple (~25% market share): The iPhone maker leads the pack, with one in four active smartphones worldwide being an iPhone. Notably, Apple’s net increase in active devices in 2025 was greater than the combined total of its seven closest competitors.
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Samsung (~20% share): In second place, Samsung continues to benefit from its broad portfolio, ranging from basic A-series devices to high-end foldables, giving it a strong global presence.
The «$200 Million Club» and the new competitors
Beyond the first two, the market is segmented into levels of manufacturers who have successfully built massive ecosystems.
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The established players: The «200 Million Club» includes Chinese heavyweights Xiaomi , OPPO and vivo , who have consolidated their positions in the mid-to-high-end segments.
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Rising stars: Transsion continues to maintain its position by dominating price-sensitive markets such as Africa.
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The newest member: HONOR officially joined the club in 2025, becoming the latest brand to surpass 200 million active users.
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On the horizon: Brands like Motorola and realme are said to be close to reaching this milestone.
A change in strategy: From hardware to «lifetime value»
The report highlights a critical shift in the industry’s approach. As hardware upgrades become less frequent due to increased durability and higher costs, manufacturers are moving from chasing shipment numbers to maximizing «Customer Lifetime Value . «
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The new battleground: Brands are now prioritizing software experiences, on-device AI , and cross-device connectivity to build customer loyalty.
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Services revenue: Apple is currently the only brand generating substantial double-digit growth in services revenue from its customer base. The challenge for other OEMs is to extract similar value from their hardware users as hardware sales slow.
