What Apple still excels at

New data shows that 89% of users still buy another iPhone when upgrading their phone. Photo: Bloomberg .

Consumer Intelligence Research Partners (CIRP) has just released data showing that iPhone users remain committed to the brand at an exceptional level.

Specifically, new data shows that 89% of users still buy another iPhone when upgrading their phone. This figure, called loyalty rate, measures how often customers stick with the same brand.

While 89% of users still stick with Apple when upgrading, this number is down from 94% in 2021.

Meanwhile, Samsung is slowly gaining market share, or at least retaining more users. According to CIRP's latest summary, the Korean giant's customer retention rate is said to have increased to around 77%.

Apple Insider notes that Samsung has benefited greatly from LG's exit from the US smartphone market in 2021, along with the shrinking of its Android rivals. With fewer options to switch, Samsung has become the default destination for many users who still want to stick with Android, even if it's not necessarily the most popular brand.

Previously, another CIRP report in April 2024 showed that the iPhone's market share in total smartphone activations had reached a six-year low as a percentage of new sales in the US.

Accordingly, Apple products currently account for only 33% of new sales, a rate not seen since 2018. For comparison, in early and mid-2023, the iPhone accounted for 40% of smartphone activations in the US. However, this number dropped to 36% by the end of 2023.

Source: https://znews.vn/dieu-apple-van-vuot-troi-doi-thu-post1555089.html