Many Apple users find it challenging to transition to other platforms such as Android. The loyalty to the Apple ecosystem is so intense that the idea of switching often feels like an uphill battle. Despite a minor decline in recent years, brand loyalty for Apple smartphones in the United States remains extraordinarily high. According to a recent report from CIRP, Apple achieved an impressive 89% brand loyalty among smartphone users in the US in 2025.

While this marks a slight drop from the above 90% loyalty experienced between 2021 and 2023, 89% is still a strong figure that underscores the commitment of Apple users. In contrast, Samsung’s brand loyalty in the US was recorded at 76% in 2025, showing a slight increase from 72% in 2024. Although the increase is promising compared to the 68% and 69% figures from 2021 and 2022, it still lags behind Apple’s loyalty rates. The CIRP report notes that Samsung aims for a higher level of customer commitment but struggles with establishing a cohesive ecosystem similar to Apple’s.

This challenge is compounded by the fact that loyalty to Android extends across many brands, making it harder for Samsung to retain its user base. The strength of Apple’s brand loyalty is not solely due to the superiority of its products. Rather, it stems from a well-crafted ecosystem that integrates services such as cloud storage and seamless transitions between devices. This complex connectivity makes it difficult for users to leave.

Samsung, while maintaining a strong position in the smartphone market, faces competition from various other brands that offer similar features at competitive prices, particularly from Chinese manufacturers. Therefore, maintaining brand loyalty against such competition remains a significant challenge for Samsung.