Apple has long been one of the most dominant smartphone brands in terms of brand loyalty. New data today from analysts at Consumer Intelligence Research Partners(CIRP) shows that Apple fans continue to remain loyal to Apple, with 90% of iPhone buyers remaining with Apple.

As per the data, Apple is responsible for the largest share of smartphone sales in the past three years with 43% of U.S. smartphone sales in the year ending with the September 2021 quarter. Samsung had the next largest share at 31%, managing to account for 54% of all U.S. Android smartphone sales. LG and Motorola are the only other Android brands with a significant market share.

In terms of loyalty, the CIRP data shows that loyalty rates for Apple – that is, the percent of customers buying an iPhone whose previous smartphone was also an iPhone – are holding steady at 90%. Brand loyalty for Android manufacturers is not as high because switching brands within the Android ecosystem is easier. That being said, overall loyalty to Android is also at about 90%.

“Within the Android operating system, Samsung has a similarly strong position as Apple does within the overall smartphone market. Motorola has maintained a meaningful share, but has much lower loyalty rates compared to Samsung,” CIRP says.

In reporting earnings for the fourth fiscal quarter of 2021 on Thursday, Apple said revenue from iPhone sales jumped 47% year-over-year to hit $38.9 billion. For the full year, iPhone revenue is up 39% from 2019. During an ensuing quarterly conference call, CEO Tim Cook said the September quarter saw an increasing number of upgraders and switchers who adopted handsets from the new iPhone 13 lineup.