User loyalty to the iPhone reached the lowest level in the last 8 years, amounting to 73%. This is evidenced by the research conducted by the company BankMyCell. The indicator reflects the share of owners of the smartphone Apple, which, when changing device selecting a product from another brand. In the opinion of analysts, total customer loyalty to Apple is at the lowest level since 2011, accounting for 73%. In addition, as the findings of the study in June 2019 of 18.08% of iPhone users (26.2 percent of which were iPhone X), swap it with a Samsung device. “While only 7.7% of users of Samsung Galaxy S9 switched to iPhone,” according to the study. As the analysts conclude, the very high loyalty to Apple was fixed in 2017. Then the figure was 92%.

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