iPhone loyalty rate reaches record levels as Android switches slow down

New data from research firm Consumer Intelligence Research Partners (CIRP) reveals that iPhone owners are staying put in greater numbers than before, with loyalty reaching 87% in the first quarter of 2026. This is the strongest showing in the three years the firm has tracked the metric, up from 84% a year earlier and 85% in early 2024. The findings suggest that most smartphone owners are sticking to their preferred ecosystem rather than changing platforms.

Just 12% of new iPhone buyers in the March quarter had previously owned an Android device, down slightly from 14% the year prior. The remaining 1% came from basic phones, other platforms or purchased a smartphone for the first time. Analysts say this reflects a mature smartphone market where platform switching has become relatively uncommon. Consumers tend to remain with the operating system they already know because moving data, apps, accessories and digital purchases can be inconvenient and time-consuming.

It should be noted, however, that CIRP does not reveal the sample size or margin of error for these loyalty figures, making it impossible to determine exactly how many individuals were surveyed. In any case, the results suggest that Apple would stand to benefit by encouraging existing customers to upgrade rather than relying on large numbers of Android converts. For competitors like Google, however, convincing established iPhone users to switch remains a considerable challenge despite the popularity of models such as the Pixel 10.