Apple Is Ahead of the Competition in Terms of Loyalty
Apple customers are hardest to poach in consumer tech. Statista: 92% of iPhone users would buy Apple $AAPL again, vs 86% Samsung, 73% Google $GOOGL. Same pattern in wearables and headphones (89% each). Exception: smart speakers, where Amazon leads at 83%, Apple trails at 73%. Source: Statista.
Apple $AAPL owners are the stickiest customers in consumer tech, according to new Statista Consumer Insights data covering four device categories. In smartphones, 92 percent of iPhone users say they are likely to buy Apple again, ahead of Samsung at 86 percent and Google $GOOGL at 73 percent. The pattern holds for wearables: 89 percent of Apple wearable owners plan to stick with the brand, compared with 80 percent for Samsung and 75 percent for Fitbit. Headphones show a similar gap, with 89 percent loyalty for AirPods versus 80 percent for Samsung and 79 percent for Beats, which Apple itself owns. Smart speakers are the exception. Amazon $AMZN leads with 83 percent loyalty for its Echo line, JBL follows at 76 percent, and Apple trails at 73 percent. Statista notes Apple's weaker Siri voice assistant as a likely factor behind the HomePod's lower retention, with an AI-upgraded Siri planned for later this year. The figures come from a survey of roughly 1,200 U.S. users per device category conducted between September and October 2025, and reflect self-reported buying intentions rather than actual repurchase behavior. Source: Statista Consumer Insights via Statista.