It appears that iPhone users are extremely loyal customers. In a survey conducted this April, financial services firm Morgan Stanley established that 92% of iPhone owners who were likely to buy a new handset in the next 12 months plan to upgrade to another iPhone.
This is a sizeable 6% year-over-year increase
compared to the 86% recorded by Morgan Stanley in 2016. In fact, the loyalty rate for 2017 is almost tied with Apple's all-time record of 93% documented in 2015 when the iPhone 6s
Morgan Stanley analyst Katy Huberty puts these numbers into perspective in the research note:
It's our belief that a maturing installed base that is accustomed to iOS and increased press around potential new technologies in the upcoming iPhone drove the strong year-over-year increase. Importantly, the rise in Apple's loyalty rates comes after Samsung, Apple's biggest competitor in the United States, introduced the Galaxy S8, which was available for pre-order starting March 30th. Apple's loyalty rate of 92% dwarfs that of all other vendors, with Samsung garnering a 77% retention rate, followed by LG (59%), Motorola (56%), and Nokia (42%).