For years, Apple has enjoyed unwavering brand loyalty from its iPhone customers. When the Apple iPhone 15 series launched in 2023, a remarkable 94% of previous iPhone users chose to stick with Apple for their next device. However, new data from Consumer Intelligence Research Partners (CIRP) suggests this loyalty may be slipping. In both 2024 and 2025, the figure fell and then stagnated at 89%. This 5% drop may reflect consumer frustration over slow innovation, particularly around AI features. This development could significantly affect the global secondary mobile market, which is heavily dominated by Apple. If fewer consumers begin purchasing Apple iPhones, it may lead to a decline in trade-ins. As a result, the supply of used Apple iPhones could shrink, potentially driving prices upward due to reduced availability.
Samsung sees steady growth in loyalty
In contrast to Apple, Samsung has quietly been making gains in retaining its Galaxy user base. Loyalty among Galaxy phone owners has climbed from 68% in 2021 to 76% in 2025. Although 2024 saw a slight 1% dip, the general upward trend suggests that Samsung's user experience, product evolution, and timely integration of AI features like Galaxy AI have been well received by customers.
AI rollout strategies shape perception
Apple’s approach to integrating AI—rebranded as "Apple Intelligence"—has come under fire for being rushed and underwhelming. Features remain delayed, and key updates to Siri have yet to meet consumer expectations. Meanwhile, Samsung’s rollout of Galaxy AI has been seen as more strategic and coherent, giving the South Korean brand a perception advantage in the AI arms race.
Loyalty trends go beyond brands
The CIRP survey analyzed new phone purchases by previous Apple iPhone and Samsung Galaxy users. While Apple users leaving iOS typically switch to Android, Samsung defectors often stay within the Android ecosystem by opting for Google or Motorola devices. As a result, loyalty shifts for Apple may have broader platform implications than those for Samsung.
The battle for ecosystem dominance continues
These loyalty figures underscore the deeper competition between iOS and Android. For Apple, the challenge is not only retaining users but also justifying the premium price point of devices like the Apple iPhone 16 Pro Max. Samsung, meanwhile, appears to be benefitting from more agile responses to consumer needs—especially in the highly visible field of artificial intelligence.
Source: CIRP
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