The bond between Apple and its customers is strengthening. According to the latest quarterly survey from CIRP, iPhone user loyalty reached 87% in the first quarter of 2026, up three percentage points from 84% in the same quarter a year earlier. The data comes from a survey of new iPhone buyers, who were asked what device they owned before their purchase.
87% of iPhone Users Stay Loyal: CIRP Data for Q1 2026
CIRP's analysis shows that only 12% of new iPhone buyers in the quarter ending March switched from an Android device. An additional 1% came from a feature phone, a different smartphone platform, or were first-time smartphone buyers. The loyalty figure thus rose to 87%, a clear improvement from 84% a year ago, when 14% of new customers had left Android. The research firm has tracked this trend for years by asking buyers about their previous phone and shopping habits. In recent periods, the share of Android switchers has remained in a narrow band of 11% to 15%, a much smaller pool than in the iPhone's early years, when Apple expanded beyond AT&T to other U.S. carriers and attracted many new users.
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Decline in Android Switching: Only 12% in the Quarter
The trend was already evident in early 2024, when 13% of buyers came from Android and loyalty stood at 85%. CIRP's numbers suggest that the majority of smartphone owners have long settled on a platform, and only a small slice switches each year. This pattern has been confirmed by other recent surveys, even if their methodologies and figures differ. The stability of the switching rate indicates a mature market where mass migrations are a thing of the past. For Apple, maintaining high loyalty is crucial in a context of slowing overall smartphone sales growth.
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Apple's Next Moves: Siri AI and Foldable to Attract New Users
Apple is preparing to launch Siri AI, a deeply revamped virtual assistant, with iOS 27 later this year. This innovation could help retain existing iPhone owners by offering exclusive features. Attracting Android users remains a separate challenge, but the upcoming foldable iPhone could appeal to some Android foldable owners. With a rising loyalty rate and a solid installed base, Apple appears to have cemented its position. For more on smartphone market dynamics, read our article on OnePlus ceasing operations in the US and Europe, an example of how even major players can face difficulties. For further information about the iPhone, see the Wikipedia page.
Source: https://www.macrumors.com/2026/07/17/iphone-loyalty-rate-climbs-to-87
