Smartphone brands

Apple iPhone brand profile in the U.S.

(Almost) everyone knows Apple in the United States. The California-based brand is recognized by 93 percent of smartphone owners, almost half of whom own an Apple iPhone.
The brand is equally well-known among consumers of different generations, while it performs better with younger generations in all other relevant brand KPIs. Furthermore, roughly half of iPhone owners in the U.S. consider a happy relationship to be one of their top priorities in life.

Brand KPI profile

Who isn’t familiar with iPhones?

It comes as no surprise that smartphone owners in the United States are well aware of Apple iPhones. The smartphone brand scores an impressive 93 percent brand awareness among U.S. smartphone owners, and it is popular among 54 percent of them. Almost 50 percent own an iPhone, while about 58 percent had noticed the smartphone brand on social media or in advertising over the past 3 months before our survey, indicating there's quite a lot of media buzz around the iPhone.

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Details: United States; September 2024; online survey; 1,187 respondents who own a smartphone; 18 to 64 years; Consumer Insights Brand KPIs

Generations

Gen Z’s love for iPhone isn’t waning anytime soon

The iPhone is almost equally well-known among all generations, but performs far better with the younger generations in all other relevant brand KPIs. From brand popularity to media buzz – Gen Z and Millennials outrank older consumers. Nevertheless, around one-third of U.S. Baby Boomer smartphone owners own an iPhone, and 45 percent of Generation X respondents had noticed Apple as a smartphone brand on social media or in advertising within the past three months prior to our survey.

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Details: United States; September 2024; online survey; 1,187 respondents who own a smartphone; 18 to 64 years; Consumer Insights Brand KPIs

Life values

Success is more important to iPhone owners, while safety is less

According to our survey, 50 percent of the U.S. iPhone owners consider a happy relationship to be one of the three most important aspects in live, followed by 47 percent who prioritize being successful. When comparing iPhone users to non-users, the most noticeable difference lies in their valuing of safety and security, personal success, and learning new things.

Published January 8, 2025