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 was launched.
