Apple brand loyalty hits all-time high as Samsung loyalty dives

Ben Lovejoy, 9to5Mac:

Apple brand loyalty among smartphone owners has hit an all-time high, according to a survey by SellCell. It shows that 91.9% of iPhone owners plan to buy another iPhone when they next upgrade, up 1.4% from 2019.

I’m actually surprised that this “renewal” number is so low. Once you are in the Apple ecosystem, it’s not easy to walk away. The ecosystem is sticky. Makes me curious for follow-up on why the 8.1% of iPhone owners do not plan on buying another iPhone. Bad experience? Too expensive? A preference for Android?

Here are the reasons given:

  • Other brand has better technology (e.g., screen, camera, battery, etc.): 38%
  • Prefer the design of other brand: 26.4%
  • Latest model from the other brand has more features than the latest model of my current brand: 12.9%

On the flip side:

SellCell says that only 74% of Samsung smartphone owners plan to buy another Samsung model, down from 85.7% in 2019.