| Category | |
|---|---|
| Awareness | 92.0% |
| Popularity | 61.0% |
| Ownership | 53.0% |
| Loyalty | 92.0% |
| Buzz | 66.0% |
Smartphone brands
Apple iPhone brand profile in the U.S.
(Almost) everyone knows Apple in the United States. The California-based brand is recognized by 92 percent of smartphone owners, almost half of the consumers who know the brand own an Apple iPhone.
The brand is equally well-known among consumers of different generations, while it performs better with younger generations in all other relevant brand KPIs.
Brand KPI profile
Who isn’t familiar with iPhones?
More than nine in ten U.S. internet users recognize Apple iPhone. The brand is popular with 61% of consumers who know it, and 53% currently own an iPhone. More than nine in ten iPhone owners say they would continue using the brand. Apple iPhone also has a 66% buzz score among consumers familiar with the brand.
Generations
Gen Z’s love for iPhone isn’t waning anytime soon
Apple iPhone awareness is consistently above 90% across generations and peaks at 95% among Baby Boomers. Gen Z records the strongest popularity and ownership figures, with nearly three-quarters saying they like Apple iPhone and 67% currently owning one.
| Category | Total | Gen Z | Millennials / Generation Y | Generation X (Baby Bust) | Baby Boomer |
|---|---|---|---|---|---|
| Awareness | 92.0% | 90.0% | 92.0% | 92.0% | 95.0% |
| Popularity | 61.0% | 73.0% | 62.0% | 55.0% | 43.0% |
| Ownership | 53.0% | 67.0% | 54.0% | 44.0% | 32.0% |
| Loyalty | 92.0% | 93.0% | 94.0% | 89.0% | 97.0% |
| Buzz | 66.0% | 74.0% | 70.0% | 56.0% | 52.0% |
Life values
Health tops the list for iPhone owners
Health is the most frequently selected life value among Apple iPhone owners, named by nearly half of this audience. Adventure is also prominent, selected by 44%, while career is important to more than four in ten Apple iPhone owners.
| Category | Total | Apple iPhone |
|---|---|---|
| Career | 46.0% | 43.0% |
| Health | 45.0% | 50.0% |
| Adventure | 41.0% | 47.0% |
| Freedom/independence | 36.0% | 30.0% |
| Friendships | 33.0% | 30.0% |
| Faith/spirituality | 31.0% | 32.0% |
| Love/romance | 25.0% | 22.0% |
| Family | 16.0% | 18.0% |
| Making money | 14.0% | 15.0% |
| Personal growth | 12.0% | 13.0% |
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