Apple iPhone owners are still sticking with the brand at rates that shame every other smartphone producer, and a small dip in loyalty doesn’t mean much without better data.
iPhone 16e
Apple iPhone owners aren’t quite as loyal as they used to be. New data shows that 89% bought another iPhone when upgrading. That figure, known as the loyalty rate, measures how often customers stick with the same brand.
Though 89% still stick with the company when upgrading, that’s down from a 94% high in 2021, according to new data from Consumer Intelligence Research Partners (CIRP).
