iPhone loyalty rate reaches 87% in 2026

iPhone loyalty on the rise

In a rapidly evolving smartphone market, iPhone users are showing unprecedented loyalty. According to a recent study conducted by CIRP, the loyalty rate for the iPhone reached 87% in the first quarter of 2026. This figure represents an increase from last year, when the loyalty rate was 84%.

Fewer users switching from Android to iPhone

The survey results indicate that only 12% of new iPhone buyers in March 2026 came from Android. The other 1% were users of basic phones, from various smartphone platforms, or purchasing their first smartphone. In comparison, a year earlier, 14% of buyers had migrated from Android.

A well-established loyalty

This trend highlights a growing loyalty among Apple users. CIRP has been tracking this phenomenon for several years by surveying new buyers about their previous devices. The figures show that the rate of switching between Android and iPhone has remained relatively stable, fluctuating between 11% and 15% over the last measured periods. This observation marks a slowdown compared to the early days of the iPhone, when many users switched to Apple's platform.

Consolidation of the smartphone market

The survey results also reveal that the majority of smartphone owners have made their choice a long time ago. Each year, only a few users change brands. This phenomenon has been corroborated by other recent studies, although their methodologies may vary.

Towards new innovations

Apple plans to launch an improved version of Siri, its voice assistant, in the upcoming iOS 27 update. This could help strengthen the loyalty of existing users. Additionally, the introduction of a foldable iPhone could attract some Android users, adding a new dimension to Apple's offering.

The importance of making the right iPhone purchase

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