Apple Is Ahead of the Competition in Terms of Loyalty

Apple’s success over the past decade has not rested solely on selling individual devices, but on building an entire ecosystem of hardware and services that work together seamlessly. This has resulted in a fierce brand loyalty among Apple users, who are often fully committed to the Apple universe.

According to Statista Consumer Insights, 92 percent of U.S. iPhone users say they are likely to choose the same smartphone brand again in the future, putting Apple ahead of Samsung and Google. The same pattern appears across other product categories. Apple leads Samsung and Fitbit in wearables and smartwatches, with 89 percent of users saying they would stick with the brand. It also comes out ahead in headphones, where 89 percent of AirPods users are likely to repurchase, compared with 80 percent for Samsung and 79 percent for Beats, Apple’s subsidiary.

As our chart shows, smart speakers are a notable exception. Amazon leads the category, with 83 percent of its customers likely to choose an Echo speaker again, versus 76 percent for JBL and just 73 percent for Apple. One of the reasons for Apple’s relative weakness in this category is its not-so-smart assistant Siri. As the company’s HomePod speakers rely heavily on Siri, its limited functionality compared to the competition has left many users frustrated – a problem that the company hopes to address with the revamped, AI-powered Siri expected to launch this fall.