Smartphones: Loyalty to Platforms Increases While iOS and Android Switches Decline

The smartphone market today exists in a genuine duopoly with most users unwilling to switch operating systems. iPhone users continue to show strong loyalty to iOS, and similarly, those using Android smartphones still opt for devices with Google's OS when purchasing a new product. This trend is confirmed by a new survey regarding the American market (heavily leaning towards iPhones).

Fewer Users Switching Operating Systems

According to a survey conducted by Consumer Intelligence Research Partners, it was revealed that only 12% of users who purchased a new iPhone in the first three months of 2026 had previously owned an Android smartphone. This is a declining percentage compared to previous years (in 2025 it was 14%). Similarly, iOS users do not easily switch operating systems. 87% of iPhone users who changed smartphones in the first quarter of the year chose another Apple smartphone.

Currently, there is no global survey that can provide a detailed snapshot of the situation, but it's clear that year after year, loyalty to the operating system (partly due to associated services) tends to grow. This trend could increasingly amplify in the future, with the number of operating system switches potentially decreasing, even in markets where one party holds a clear majority, such as iPhones in the United States.