Apple continues to dominate the global smartphone market, a position analysts attribute to strong customer loyalty and the seamless integration of its iOS ecosystem. The iPhone 17 series, launched in fall 2025, propelled the brand to new heights, surpassing the records set by the iPhone 16 in key markets like China and India.
ONE IN FOUR PHONES IS AN IPHONE
As of 2026, iPhone models account for approximately one in four active smartphones worldwide. The tight integration of Apple’s services makes it difficult for users to switch brands, further solidifying its leadership. This level of ecosystem lock-in is a key differentiator in the increasingly competitive smartphone landscape.
South Korean tech giant Samsung remains Apple’s closest competitor, holding 20% of the market and maintaining its second-place position. The combined market share of the two brands now rivals the collective strength of dozens of other manufacturers.
OTHER BRANDS TRAIL BEHIND
Xiaomi, Oppo, Vivo, Transsion, Huawei, Honor, Motorola, Realme, and Google are among the brands ranking in the top 10 in terms of popularity. However, these brands lag significantly behind Apple and Samsung in terms of active user base size.
Whereas Motorola, Realme, and Google have yet to surpass the 200 million active device threshold, other manufacturers are striving to approach Apple and Samsung’s massive user base.
CONSUMERS NOW SEEK “LONG-LIFE” DEVICES
A notable trend in recent statistics is a shift in consumer preferences. Analysts indicate that consumers are increasingly favoring brands that offer long-term software support over devices with high-finish features but a short lifespan.
The software support offered by Samsung and Apple, extending up to seven years, has become a critical factor in consumer purchasing decisions. The era of rapidly obsolete devices is waning, with sustainability and long-term updates taking precedence. This shift reflects a broader consumer demand for value and reduced electronic waste.
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