<ul><li>Apple's brand loyalty in the United States remains strong with 89% of users purchasing another iPhone when upgrading.</li><li>Although there was a small decline of 5 percentage points since 2023, Apple's loyalty rate is still unmatched in the smartphone industry.</li><li>Samsung's loyalty increased from 68% to 76% between 2021 and 2025, while Apple's loyalty rate has seen a decline.</li><li>CIRP suggests that Apple and Samsung owner loyalty is not directly comparable due to differences in user base, with Apple having a significantly larger share in the U.S. market.</li></ul>

Apple brand loyalty remains strong in the United States despite small decline

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