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Apple iPhone still dominates consumer smartphone brand loyalty despite modest drop
Apple iPhone owners are still sticking with the brand at rates that shame every other smartphone producer, and a small dip in loyalty doesn't mean much without better data.
Apple iPhone owners are still sticking with the brand at rates that shame every other smartphone producer, and a small dip in loyalty doesn't mean much without better data. Its customer retention rate has reportedly climbed to about 77%, though that figure, too, lacks transparent sourcing in the latest CIRP summary. With the iPhone 17 lineup expected later in 2025, Apple faces a slower upgrade cycle, tighter household budgets, and regulatory changes, especially in Europe.
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