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Latest knowledge on model loyalty in the USA confirmed that 89% of Apple customers bought one other iPhone when upgrading. Though this share has decreased by 5 proportion factors since 2023, such a loyalty charge stays unmatched within the smartphone business.
For comparability, Samsung loyalty elevated by 8pp, rising from 68% to 76% between 2021 and 2025. Nonetheless, the report lacks particular knowledge corresponding to pattern measurement or margin of error.
In accordance with CIRP (Shopper Intelligence Analysis Companions), proprietor loyalty for Apple and Samsung shouldn’t be comparable in market phrases, as followers of the Korean model are significantly fewer.
Analysts additionally identified that whereas Apple simply retains customers in its ecosystem, Android variety poses a big problem for Samsung to realize the next charge.
This report solely consists of customers in the USA, the place the iPhone leads with a 52% market share. Samsung follows in second place with simply 24%. Motorola is available in third with a 12% market share.