A new survey shows iPhone and Samsung users are more loyal than ever. According to phone trade-in site SellCell, Apple’s loyalty rate hit 96.4%, while Samsung bounced back to 90.1%, marking record highs for both brands.
Only 3.6% of iPhone users plan to switch, mostly to Samsung or Google Pixel. In contrast, 13.6% of Android users expect to move to another brand, making them almost four times more likely to switch than iPhone owners.
Google also improved, with loyalty climbing to 86.8%, up from 65.2% in 2021. The data shows long-term attachment is stronger among iPhone users, with 83.8% sticking with Apple for over five years, compared to 33.8% of Android users.
Reasons for staying vary. For iPhone users, brand preference (60.8%) and ecosystem lock-in (17.4%) are key. For Android users, better value (31.8%) and better technology (27.1%) drive retention. Switching motivations also vary: iPhone users cite high cost and better value elsewhere, while Android users often want iOS.
Upgrade timing matters, too. Among Android users planning to upgrade within six months, 23.1% expect to switch brands, compared to just 6% of iPhone users.
Also Read: Apple and Samsung grow as Chinese brands struggle in Q2 2026
With loyalty rates at record highs, Apple and Samsung are set to keep their bases stable as competition heats up. The coming months will test how far loyalty can hold when they launch new products with higher costs.
