Apple devices usually have a dedicated loyalty amongst their users, but in recent years, most would agree that the iPhone has not changed much in terms of technological innovation. According to a new study, a 92% of iPhone users who are planning to upgrade their phones in the coming few months will probably choose another Apple smartphone. The study also reveals that Apple has the highest retention rate as compared to any smartphone manufacturer in the world. 

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Having said that, the iPhone is expected to be a huge success as the smartphone may have some new additions, apart from the regular upgrades. The iPhone has gradually upgraded over the years while following the same design language, which has caused the demand and sales to decline. 

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Morgan Stanley analyst Katy Huberty explained in a note that Apple beats their competition by a mile when it comes to brand loyalty. The 92 % retention rate is far ahead of Samsung’s 77 % and LG’s 59 %. 

From leaks and other rumours, we assume the there will be incremental upgrades to the iPhone 7s and 7s Plus, however, most Apple fans are excited about the rumoured iPhone 8. Being the tenth-anniversary edition, the iPhone 8 is expected to have a brand new design and substantial changes to celebrate the occasion. 

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Some of these significant changes include an OLED display, an embedded Touch ID scanner, 3D sensing dual-front facing cameras with iris or facial recognition and Apple’s next-generation A11 processor. There are also other rumours of Apple flirting with augmented reality functionality. 

These new upgrades may just reinvigorate the iPhone brand and may increase sales that Apple has been hoping for. As for now, though, Apple is in a very comfortable position due to the 92 % of upgraders they have in their pool.