May 22 2025 – According to a blog post released yesterday (May 21) by market research firm CIRP, Apple’s iPhone continues to lead the U.S. smartphone market in terms of brand loyalty, though its position has softened over the years. The data indicates that iPhone user loyalty, which stood at a towering 94% in 2021, has dipped to 89% in 2025.
CIRP defines brand loyalty as the tendency of consumers to maintain a favorable perception of a brand, resulting in repeated purchases or sustained usage of its products. This loyalty often manifests through consistent patronage of a brand’s offerings and even advocacy through word-of-mouth or active participation in promoting the brand’s image.
The report attributes the decline in iPhone loyalty in the U.S. market to several factors. One significant factor is the escalating prices of iPhones in recent years. For instance, the starting price of the iPhone 16 Pro has soared to $999, prompting many users to extend the lifespan of their devices rather than upgrading frequently.
Another contributing factor is Apple’s adoption of the RCS messaging standard in iOS 18, which enhances media sharing capabilities and read receipts between iPhone and Android users. This move could potentially weaken the ecosystem’s “lock-in” effect, reducing the barriers for users to switch between platforms.
In contrast, Samsung has seen its user retention rate rebound from a previous low to a record high of approximately 76%. CIRP suggests that this growth can be partly attributed to LG’s exit from the U.S. smartphone market in 2021, which reduced competition within the Android ecosystem. As a result, many Android users have defaulted to Samsung when selecting new devices.
However, it’s important to note that the CIRP report lacks transparency regarding its data sources, with no details provided on sample size or margin of error. The information presented should therefore be viewed as indicative rather than definitive.
