2.5 billion devices and counting: Apple’s ecosystem keeps getting bigger

Apple devices

• Apple now has 2.5 billion active devices in use worldwide
• Active device growth boosts Apple's services and recurring revenue
• iPhone demand remains central to Apple's record revenue and profit

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Apple now has 2.5 billion active iPhones, Macs, iPads and other devices in use globally, the company confirmed alongside its latest earnings report. The figure is closely watched by investors because it represents Apple’s true addressable market for services, software and long-term hardware upgrades.

The number marks a steady climb. Apple reported 2.35 billion active devices in January last year, up from 2.2 billion the year before that. Once again, Apple added roughly 150 million devices year over year, a pace it has now maintained for two consecutive years.

Why this number matters more than shipments

Unlike quarterly shipment figures, Apple’s active install base reflects real, engaged users. Each new device added strengthens the company’s services business, from the App Store and Apple Music to iCloud and Apple TV+.

As Kif Leswing noted at CNBC, this growing base signals how much room Apple has to expand recurring revenue without needing explosive unit sales growth every year. With services already a $30 billion-plus quarterly business, that installed base has become one of Apple’s most valuable assets.

iPhone demand still does the heavy lifting

At the centre of Apple’s record quarter is the iPhone. Tim Cook said demand for the device during the quarter was “just simply staggering,” helping push Apple to its highest-ever revenue and profit.

While Apple has diversified over the years, the iPhone remains the anchor of the entire ecosystem. It is often the first Apple product users buy, and the gateway to Macs, Apple Watches, iPads, AirPods and paid services.

The ecosystem strategy at work

Apple’s long-term play is clear: once users are in the iPhone ecosystem, the company works to surround them with complementary products that integrate tightly with one another. Each additional device not only boosts hardware sales but also deepens user lock-in.

That strategy is showing results. Growth in the active device base suggests Apple is succeeding in selling more products per customer, even as smartphone markets mature globally.

Looking ahead, Apple has one of its most ambitious product pipelines in years, with more than 20 new products reportedly planned. If even a portion of those resonate with existing users, Apple could be on track to add another 150 million active devices by this time next year.