iPhone Loyalty Hits 3-Year High at 87%, Android Defectors Increase

Apple's iPhone has seen a significant resurgence in brand loyalty, reaching an 87% retention rate in the first quarter of 2026. This marks the highest loyalty seen in three years, according to the latest data from CIRP (Consumer Intelligence Research Partners).

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iPhone brand loyalty has returned to 87%, reaching a new high in nearly three years.

Historically, iPhone loyalty had been declining from a peak of 94%. However, the recent figures show a rebound from 84% in the first quarter of 2025. A notable portion of this renewed loyalty comes from users switching from competing Android devices, with 12% of new iPhone buyers originating from the Android ecosystem. This influx from Android has consistently remained between 11% and 15% over the past several years.

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12% of new iPhone users are defectors from Android phones.

While Samsung's user loyalty is reportedly growing, its base is considerably smaller than Apple's. The broader Android market sees users switching between different brands rather than exclusively to iOS, posing a challenge for Samsung's brand-specific loyalty. A separate survey by used device marketplace SellCell in April further corroborated these findings, revealing that 96.4% of "Apple fans" intend to purchase another iPhone. In contrast, Android loyalty stood at 86.4%, with a more significant 13.6% of Android users considering a switch to iPhone, while only 3.6% of iPhone users expressed interest in moving to Android.

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As many as 96.4% of fans will choose iPhone for their next phone.