Apple’s Unbreakable Hold? Why IPhone Users Rarely Switch (New Report Reveals)

Every Apple user knows it’s not that easy to ditch the Apple ecosystem for another platform like Android. You’d have to be carried kicking and screaming through the door before that happens. This is why, despite a slight dip in recent years, Apple smartphone brand loyalty in the US is still incredibly high.

Apple’s smartphone brand loyalty in the US

This is based on CIRP’s latest report, which found that in 2025, Apple smartphone brand loyalty in the US was an incredible 89%. We did mention that it’s a slight drop from previous years, like 2021 through 2023, when smartphone brand loyalty in the US was above 90%. However, 89% isn’t half bad.

Samsung, on the other hand, still commands a relatively lower brand loyalty. The company’s brand loyalty in the US was 76% in 2025. However, this is a slight increase from 2024’s 72%. It is also much better compared to 2021 and 2022, when it was 68% and 69%, respectively. 

According to the CIRP report, “Samsung aspires to that level of customer commitment. Yet at least in the US, its ecosystem of televisions, tablets, home appliances, smartphones, and more has not really taken hold. And in smartphones, loyalty to the Android operating system extends across multiple brands, further challenging Samsung brand loyalty.”

Breaking out of Apple’s ecosystem

As we said, Apple commands such strong loyalty not because its products are objectively better. It is because the company played it smart when building its own ecosystem. If Apple were to make Android phones, it would easily be eclipsed by half a dozen brands. However, the company’s strong ecosystem, which ties together cloud storage, photo storage, contact and calendar syncing, and seamless transitions between its products and accessories, makes it hard to leave its walled garden.

Samsung, on the other hand, has to compete with several other brands, especially Chinese smartphone brands, which offer similar, if not better, performance and features at lower prices. As far as Android phones are concerned, Samsung isn’t in any danger of losing its smartphone crown.

However, compared to Apple, it definitely has a much harder time fighting to keep its place.