Apple brand loyalty remains strong in the United States despite small decline
Recent data on brand loyalty in the United States showed that 89% of Apple users purchased another iPhone when upgrading. Although this share has decreased by five percentage points since 2023, such a loyalty rate remains unmatched in the smartphone industry.
For comparison, Samsung loyalty increased by 8pp, rising from 68% to 76% between 2021 and 2025. However, the report lacks specific data such as sample size or margin of error.
According to CIRP (Consumer Intelligence Research Partners), owner loyalty for Apple and Samsung is not comparable in market terms, as fans of the Korean brand are considerably fewer.
Analysts also pointed out that while Apple easily retains users in its ecosystem, Android diversity poses a significant challenge for Samsung to achieve a higher rate.
This report only includes users in the United States, where the iPhone leads with a 52% market share. Samsung follows in second place with just 24%. Motorola comes in third with a 12% market share.
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