Record Loyalty: Apple Shields Users, Android Follows

The data collected by SellCell in April 2026 leaves no room for interpretation: the smartphone market is transforming into a compartmentalized system where mobility between brands is at an all-time low. Apple leads the rankings with a loyalty rate of 96.4%, a constant increase from 91.9% in 2021 and 90.5% in 2019. Practically speaking, only 3.6 users out of 100 plan to abandon the iPhone for their next purchase.

The Android world, while showing newfound strength, demonstrates significantly greater fluidity. The average loyalty stands at 86.4%, meaning that an Android user is almost four times more likely (13.6%) to switch brands compared to an iOS user. Despite this gap, it is interesting to observe how the Android sector has emerged from the identity crisis of 2021.

Samsung has made a remarkable recovery, moving from a 74% loyalty five years ago to the current 90.1%, even surpassing pre-pandemic levels. Google has also followed a similar trajectory, rising from a concerning 65.2% to a solid 86.8%.

The survey, conducted on a sample of 5,000 U.S. users, highlights that the reasons for staying loyal are deeply different between the two sides of the market. For those owning an iPhone, the choice is dictated by a subjective preference for the brand (60.8%) and a strong integration into the ecosystem (17.4%). In contrast, those who remain loyal to an Android brand do so mainly due to brand preference (58%) but also for the hardware reliability observed over time (23.5%).

A crucial element explaining Cupertino's dominance is the length of service. 83.8% of iPhone owners claim to have used the same brand for over five years. On the Android side, only 33.8% of users can boast such a long history with their manufacturer. This stability creates a psychological and technical barrier (data, habits, accessories) that makes switching an increasingly rare operation.

For that 3.6% of Apple users who decide to look elsewhere, the preferred destination is Samsung (69.7%), followed by Google Pixel (20.2%). Motorola carves out a role as a third option with 10.1% of preferences from those leaving iOS. A different situation exists for those abandoning Android: here, fragmentation is the rule. 31.5% choose Samsung, but a significant 26.8% heads straight for the iPhone, confirming that Apple remains the main attraction for those seeking a radical change.

SellCell's analysis suggests that the most critical time frame for manufacturers is the six months prior to purchase. Among Android users considering an upgrade soon, the switch rate skyrockets to 23.1%, only to drop drastically below 10% for those planning to purchase over two years. Apple, conversely, maintains almost flat stability, with minimal fluctuations between 3% and 6% regardless of the upgrade date. The market now seems saturated and crystallized: growth no longer comes from stealing customers from the competition, but from the ability to retain one's own.