Apple is increasingly relying on existing customers to drive iPhone sales, with new research showing nearly nine in 10 buyers were already using an iPhone.

Consumer Intelligence Research Partners found that 87% of people who purchased an iPhone in the US during the March quarter of 2026 had upgraded from an earlier Apple handset.

The result marked an increase from 84% during the same period in 2025 and 85% in 2024, pointing to growing loyalty among iPhone owners.

Meanwhile, just 12% of new iPhone buyers switched from an Android device, down from 14% a year earlier and 13% in 2024.

The remaining 1% came from feature phones or other platforms, or were purchasing a smartphone for the first time.

CIRP said Android switchers have accounted for between 11% and 15% of iPhone buyers in recent years, suggesting the latest decline remains within the research firm’s normal range.

The results highlight the increasingly mature state of the smartphone market, where most consumers have already settled into either Apple’s iOS or Google’s Android ecosystem.

Switching platforms can involve moving years of photos, messages, passwords and applications, while users may also need to replace accessories such as smartwatches and earbuds.

That gives Apple a strong base of repeat customers who are already tied to products including the Apple Watch, AirPods, iPad and Mac, as well as paid services.

However, the survey did not examine the number of iPhone users switching to Android, meaning it does not provide a complete picture of movement between the two platforms.

Apple could look to attract more Android customers with its widely anticipated foldable iPhone, which would place the company in direct competition with foldable devices from the likes of Samsung and Google.