iPhone owners are showing stronger platform loyalty than a year ago: iPhone retention reached 87% in Q1 2026, according to a quarterly survey by research firm CIRP (Consumer Intelligence Research Partners). Over the same period, only 12% of new iPhone buyers migrated from Android.
Key iPhone loyalty figures
CIRP reports that in the March 2026 quarter, 87% of iPhone purchasers already owned an iPhone before their purchase. Of the remaining buyers, 12% came from Android and 1% came from a basic phone, another platform, or were purchasing a smartphone for the first time. A year earlier, Android converts represented 14% and the overall loyalty rate stood at 84%.
A small, stable switching market
The study notes that the share of buyers switching from Android to iPhone has stayed in a narrow band—roughly 11% to 15%—over multiple reporting periods. That contrasts with the early years of the iPhone, when carrier expansion and broader market growth drove larger waves of cross-platform switching. Early‑2024 figures show similar stability: 13% Android converts and 85% loyalty.
Methodology and scope
CIRP tracks these flows by asking buyers which device they owned immediately prior to purchase, along with other questions about buying habits. The results suggest most smartphone owners have been settled on their platform for some time, with only small segments switching each year.
Factors to watch
Apple plans to roll out Siri AI in iOS 27 later this year, a software enhancement that could help retain iPhone users. The anticipated launch of a foldable iPhone may also appeal to owners of Android foldables. Nevertheless, the survey underscores that gaining Android users remains a separate challenge from retaining existing customers.
Bottom line
The data point to strengthened short‑term iPhone loyalty and a relatively small, stable switching market, though upcoming software and hardware changes could influence those trends going forward.
