iPhone loyalty has reached 87% in the first quarter of 2026, an increase from 84% a year prior, according to research firm CIRP. In the March quarter, only 12% of new iPhone buyers switched from Android, with the remainder coming from feature phones or other platforms.

CIRP's tracking indicates that the percentage of buyers switching from Android has remained consistently between 11% and 15% in recent years, a significant decrease compared to the iPhone's early expansion phase. This trend suggests most smartphone users have long settled on their preferred platform, with only a small portion changing annually.

Future retention efforts by Apple may include the upcoming Siri AI integration in iOS 17 and the potential introduction of a foldable iPhone, which could attract users from the existing Android foldable market. These developments aim to both retain current users and potentially draw in new ones.