An analysis of 2026 sales data in the USA highlights that the vast majority of Apple buyers are customers who choose to upgrade their device while remaining closely tied to the brand.
At the same time, the transition rate from Android to iOS shows a slight slowdown, indicating that the competition is now almost entirely about retaining the user base rather than capturing new user bases.
Fewer and fewer Android users switch to iOS, but Apple users are loyal
Estimates by Consumer Intelligence Research Partners (CIRP) for the first quarter of 2026 show an unequivocal trend. A full 87% of American buyers of a new iPhone already owned a Apple smartphone.
This figure shows the highest loyalty level recorded in the last three years, marking an increase compared to 84% in 2025 and 85% in 2024.
Similarly, the share of people who leave Google's ecosystem to switch to Apple has settled at 12%, down from 14% measured twelve months earlier. The remaining 1% is comprised in a fragmented way by those buying a smartphone for the first time or coming from older-generation mobile phones.
The reasons behind a conservative choice
Switching from one operating system to another inevitably involves a series of practical and organizational obstacles.
For an Android user, switching to the competition means transferring entire data archives, repurchasing apps, replacing accessories and having to readjust to a different interface.
Those who already own an iPhone, on the other hand, experience a seamless and obstacle-free transition. Photos, messages, passwords and settings migrate to the new model quickly and automatically.
Staying in this ecosystem is also strongly encouraged by integration with devices such as Apple Watch, AirPods and Mac, which keep the consumer within the company's ecosystem.
Industry stability and sales volumes
Data show that most consumers have chosen their preferred platform for quite some time. Despite the general difficulties of the mobile sector, iPhone sales in the United States grew by 1.3%, a notable result given an overall market decline of 5.7%.
Promotional campaigns by carriers and trade-in programs make buying a new model a quick move for existing customers.
With over 2.5 billion active devices globally at the start of the year, the Cupertino company ensures a steady revenue without relying critically on migrations from users of other systems.
