2 billion and counting: The number of active Apple devices in the world

Emerging markets driving growth

Luca Maestri, chief financial officer, Apple, said that it’s the merging markets which are making a big difference. “The growth is coming from every major product category and geographic segment, with strong double-digit increases in emerging markets such as Brazil, Mexico, India, Indonesia, Thailand, and Vietnam,” he said.
Cook also name-checked India while responding to a question about the total installed base of Apple devices. Year-over-year, Cook revealed 150 million active devices as last time Apple reported the number was 1.85 billion devices, which was last year.
Apple stopped disclosing individual sales figures for any of its devices a few years ago. So it’s not clear which devices are actually fuelling the growth of its active devices around the world. But if one had to take a random guess, then it must be the iPhone which would top the charts. Also, in 2014, Apple revealed that one billionth iOS device was activated. Back then the iPad also ran on iOS, so again it wasn’t clear how many were iPhones.
However, Cook did say that Apple “set records across each geographic segment and major product category. And so it was a broad-based change.”
He also said that it is down to Apple’s “deep commitment to innovation, incredible customer loyalty and satisfaction, and a large number of switchers.”
Maestri said that the number “represents a great foundation for future expansion of our ecosystem, and it continues to grow even during difficult macroeconomic conditions, which speaks to the exceptionally high levels of customer loyalty and satisfaction and our ability to attract new customers to our platform.”