Counterpoint Research: iPhone is used by almost 25% worldwide
One in four people in the world is an active iPhone user.
Counterpoint Research analysts have once again analyzed the global smartphone market. According to data from early 2026, Apple remains the clear leader: almost one in four active smartphones worldwide is an iPhone.
Apple has almost 25% of the global smartphone market, while Samsung has 20%. So Apple and Samsung control almost half of the global mobile phone market.
The top ten also includes Xiaomi, Oppo, Vivo, Transsion (Tecno, Infinix), Huawei, Honor, Motorola, Realme, and Google – only the last three have less than 200 million active devices.
Apple leads the world in active smartphones: about one in four active smartphones is an iPhone. This is due to high consumer loyalty, a developed iOS ecosystem, and tightly integrated services.
Samsung is in second place with about a fifth of all active smartphones worldwide. This is due to the company’s long-term presence in the market, a wide range of products – from entry-level to premium segments, and a wide geographical coverage in key regions.
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