Apple brand loyalty sees slight decline in the U.S. as Samsung gains ground

Customer loyalty is often seen as the bedrock of long-term brand success, especially in the fiercely competitive smartphone industry. In the United States, the latest data on brand retention reveals a stark contrast between the top two players: Apple and Samsung.

Apple’s Ecosystem Keeps Users Close

Apple continues to lead the market when it comes to customer retention. A staggering 89% of iPhone users who upgraded their phones over the past year chose to stay within the Apple ecosystem. While this figure has dipped slightly from its peak of 94%, it still highlights the brand’s remarkable ability to retain users.

Apple’s strategy hinges on its tightly integrated ecosystem. The seamless experience across iPhones, iPads, Macs, and services like iCloud and iMessage gives customers strong incentives to remain within its “walled garden”. For many, switching platforms means losing convenience and functionality, an effective barrier to churn.

Samsung Makes Gains, But Still Trails

Samsung, Apple’s chief rival, has made modest improvements in user loyalty. Between 2021 and 2025, the percentage of Samsung users who stayed with the brand during an upgrade rose from 68% to 76%, an 8-point increase. While this shows progress, it still falls short of Apple’s benchmark.

Unlike Apple, Samsung competes in a more fragmented Android ecosystem. Android loyalty is often spread across multiple brands, including Google, OnePlus, and Motorola, making it more challenging for Samsung to build the same level of brand attachment.

Data Limitations

The loyalty data comes from a recurring survey of U.S. smartphone purchasers. However, the report does not specify critical methodological details such as sample size or margin of error, which are essential for interpreting the findings with full confidence.

The data paints a clear picture: while Samsung is narrowing the gap, Apple’s grip on its customer base remains exceptionally strong. The following chart illustrates the current market share between Apple and Samsung in the United States.

Source: cirpapple