iPhone Loyalty Hits an All-Time Low
One of the things that Apple has long prided itself on is customer loyalty, particularly around its flagship device—the iPhone. However, data from BankMyCell found that, at least in the most recent quarter, customer loyalty to the iPhone dropped significantly.
BankMyCell, a service that let’s customers sell their used phones and upgrade to a new one, collected data from over 38,000 people trading in their phones since October 2018—a relatively limited sample size, in the grand scheme of things—and used that information to track Apple brand loyalty during the iPhone upgrade cycle. BankMyCell found that iPhone retention dropped 15.2 percent compared to the March of 2018.
In total, BankMyCell found that 26 percent of iPhone customers swapped their iPhone X’s for another brand, while only 7.7 percent of Samsung Galaxy S9 users switched over to Apple. Further, Samsung was the clear winner in the race to scoop up Apple’s lost customers. In June, 18 percent of customers who traded in their iPhones did so for a Samsung device.