New research data compiled by Morgan Stanley Research reveals that when it comes to brand retention in the smartphone industry, Apple remains the top dog. On average, Morgan Stanley found that 90% of iPhone owners remain loyal to Apple as compared to 77% for Samsung and 58% for Nokia. The following chart exemplifies why analysts who put all of their eggs in the marketshare basket often make laughable predictions about Apple’s prospects in the smartphone market. While marketshare data tells us how the smartphone market looks today, brand retention is an important metric in assessing what marketshare data may look like in the future.
