A new Consumer Intelligence Research Partners survey reveals that iPhone brand loyalty has reached 87%, as fewer Android users switch to Apple’s iOS platform compared to previous years.

Key Points

• Apple’s iPhone retention rate rose to 87% in the quarter ending March 2026, up from 84% the previous year.
• Only 12% of new iPhone buyers switched from Android devices, a decline from 14% in 2025.
• SellCell data indicates Apple maintains a 96.4% loyalty rate among U.S. users, compared to 86.4% for Android.
• Google’s integration of Gemini AI and Apple’s upcoming iOS 27 Siri updates represent the latest competitive efforts to retain users.
• Android users remain four times more likely to switch to iOS than iPhone users are to move to the Android ecosystem.

Why it Matters

The data suggests that the smartphone market has reached a point of maturity where most consumers are firmly entrenched in their preferred operating system. This high level of brand stickiness makes it increasingly difficult for companies to capture market share from rivals, forcing them to focus on retention through AI features and ecosystem services.