Historical Loyalty: iPhone Retention Rate Climbs to 87% as Migration from Android Slows

It seems that fans of the Apple brand have no intention of packing their bags and leaving Apple’s “walled garden” anytime soon. According to the latest data released by the renowned research firm CIRP, the loyalty rate of iPhone users rose to a new record high of 87% during the first quarter of 2026. This increase reflects a state of stability and total satisfaction among users, while the rates of switching from Android phones to iOS have slowed significantly compared to previous years, suggesting that the old war between the two systems has been almost settled, with each camp firmly entrenched.

Numbers Reveal the Truth: Where Do New iPhone Buyers Come From?

In its latest survey, CIRP asked a simple yet crucial question to new iPhone buyers: What was your previous device? The answers confirmed the “digital stability” hypothesis. It turned out that only 12% of new buyers in the last March quarter came from Android. The remaining small percentage, representing 1%, consisted of users coming from feature phones, other platforms, or people buying a smartphone for the first time in their lives.

These figures clearly show an increase in the loyalty rate by three percentage points compared to the same quarter last year, when the loyalty rate stood at 84% and the share of migrants from Android accounted for 14%. This slight shift in favor of Apple proves that the company is consistently succeeding in keeping its users within its ecosystem, benefiting from the close integration between its various devices such as the Apple Watch, iPad, and Apple TV.

Reverse Migration Slows: Is the Era of “Switchers” Over?

If we look at the recent history, we will notice that the percentage of those coming from Android to iPhone has remained in a narrow and stable range of 11% to 15% over the past few years. This represents a significant contrast compared to the early years of the iPhone launch, when Apple was aggressively expanding outside exclusive carrier networks and attracting millions of new users who were discovering smartphones for the first time.

Today, it seems the market has reached a stage of full maturity. The vast majority of smartphone users made their final decision regarding their preferred system a long time ago, and there is only a very small segment that decides to switch camps each year. These results are consistent with other recent polls, and despite differences in methodologies and exact percentages, they all lead to the same conclusion: those who enter the iPhone world rarely think about leaving it.

AI and Foldable Phones: Apple’s Coming Weapons to Solidify Loyalty

Apple has not stood idly by in the face of this stability. The company is preparing to launch the iOS 27 update later this year, which will bring with it the completely redesigned “Siri AI” assistant powered by advanced Apple Intelligence. These new features are not just aimed at providing a stunning user experience, but primarily seek to make abandoning the iPhone nearly impossible for current users, thanks to the integration of artificial intelligence into the details of their daily lives.

As for attracting Android users again, the challenge seems harder but not impossible. Rumors and reports indicate that Apple is working hard on developing a foldable iPhone expected to be announced soon. This entirely new design could be the winning card to entice owners of foldable phones from the Android camp who are looking for superior quality and a stable system that only Apple can provide.

Source:

macrumors.com