iPhone Loyalty Rate Climbs to 87% as Switching to Android Slows - MacRumors
Research firm CIRP reports that iPhone user loyalty has reached 87%, with fewer users switching to Android compared to previous years. Apple is looking to maintain this retention through upcoming AI features in iOS 27 and potential new hardware designs.
Why it matters
High retention rates demonstrate the strength of the Apple ecosystem and the difficulty competitors face in capturing market share from established smartphone users.
iPhone owners are sticking with the platform at a higher rate than a year ago, with new research firm CIRP putting iPhone loyalty at 87% for the first quarter of 2026.
CIRP's latest quarterly survey found that just 12% of new iPhone buyers in the March quarter had come over from an Android phone, with the remaining 1% arriving from a feature phone, a different smartphone platform, or buying a smartphone for the first time. That puts loyalty three percentage points above the same quarter a year earlier, when 14% of buyers switched from Android and the overall loyalty figure sat at 84%.
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