Apple Maintains Dominant Position in Global Smartphone Market, Driven by Loyalty and Ecosystem
Analysts are emphasizing that Apple’s continued absolute leadership is largely due to high user loyalty and the seamlessly functioning iOS ecosystem. The iPhone 17 series, unveiled in autumn 2025, particularly boosted the brand to the top, surpassing the records of the iPhone 16 in major markets like China and India.
One in Four Smartphones is an iPhone
As of 2026, approximately one in four active smartphones worldwide are iPhone models. The tight integration of services offered by Apple makes it difficult for users to leave the brand, further solidifying its leadership.
South Korean tech giant Samsung, Apple’s closest competitor, holds 20% of the market, maintaining its second-place position. The combined market share of the two brands is now rivaling the collective strength of dozens of other manufacturers.
[Image of smartphone market share graphic as described in source]
Other Brands Lag Behind
The top 10 most popular brands also include Xiaomi, Oppo, Vivo, Transsion, Huawei, Honor, Motorola, Realme, and Google. However, these brands appear to be significantly behind Apple and Samsung in terms of active user base size.
Motorola, Realme, and Google have yet to surpass the 200 million active device threshold, while other manufacturers are striving to approach Apple and Samsung’s massive user base.
Consumers Prioritize Longevity
A noteworthy trend highlighted in recent statistics is a shift in consumer preferences. Analysts note that consumers are increasingly opting for brands that offer long-term software support rather than devices with high-end features but a short lifespan.
The software support offered by both Samsung and Apple, extending up to seven years, has become a critical factor in users’ preference for these brands. The era of rapidly obsolescing devices is coming to an end, with sustainability and long-term updates taking precedence.
Apple’s Ecosystem Lock-In and Customer Retention
Apple’s success isn’t solely about hardware. it’s deeply rooted in the strength of its ecosystem. The seamless interaction between iPhones, iPads, Macs, Apple Watches, and services like Apple Music and iCloud creates a powerful incentive for users to remain within the Apple fold. This “ecosystem lock-in” is a significant driver of customer retention, with retention rates hovering near 92% for iPhone customers.
This loyalty is further reinforced by Apple’s high Net Promoter Score (NPS), estimated at 61 in 2025, significantly exceeding the tech industry average. Approximately 79% of iOS users remain within the Apple ecosystem, choosing not to switch to Android.
The Impact of the Digital Markets Act
Despite these strong figures, Apple faces new challenges. The European Union’s Digital Markets Act (DMA) is forcing Apple to open up App Store policies, potentially easing platform switching for users. However, reports indicate that Apple still dominates smartphone loyalty, maintaining an 89% loyalty rate in 2025, even with these pressures. While there has been a modest decline in loyalty compared to peak levels, it remains marginal.
Growth in Services Revenue
Apple’s services segment continues to be a major growth driver, reaching a record $85.8 billion in revenue in Q3 2024. This growth is fueled by the increasing adoption of services like Apple Pay, Apple Music, and iCloud, which benefit directly from high customer loyalty and cross-selling opportunities.
Expanding Ecosystem and Device Count
Apple continues to expand its ecosystem, with both device count and third-party integrations increasing year over year. The App Store’s economic activity has more than doubled in five years, reaching nearly $1.3 trillion in billings and sales globally in 2024, indicating deeper engagement across digital platforms. The App Store now boasts over 813 million weekly visitors worldwide.
Global Active Device Base
With over 2.2 billion active Apple devices in use globally as of 2024, the company’s reach is substantial. This massive user base provides a significant advantage in terms of developer support, app availability, and network effects.
The combination of a loyal customer base, a robust ecosystem, and continued innovation positions Apple for continued success in the competitive smartphone market. While challenges remain, particularly in navigating evolving regulatory landscapes, Apple’s strong fundamentals suggest it will remain a dominant force for the foreseeable future.
