Apple iPhone loyalty reaches 87% in 2026 while Samsung and Xiaomi see record brand confidence

Consumer surveys in 2026 show a surge in brand loyalty for major smartphone makers. An analysis by Consumer Intelligence Research Partners found that 87 % of iPhone buyers stayed within the Apple ecosystem, with only 12 % switching from Android. SellCell’s data reported a record‑high Apple loyalty rate of 96.4 % and Samsung loyalty of 90.1 %, while just 3.6 % of iPhone users plan to change brands. A separate study involving 60 million respondents placed Xiaomi at the top of reliability rankings with a 94.1 % score, outpacing Apple (91 %) and Samsung (91.5 %). The surveys highlight growing consumer attachment to established ecosystems and indicate that Chinese brand Xiaomi is gaining trust for durability and after‑sales service.