Overview: Apple iPhone owners tend to differ from other smartphone owners in a few key ways, both in terms of behaviour and preferences. Counterpoint Research conducted a detailed survey to understand how iPhone owners perform on brand loyalty, purchase and usage behaviour, data security, tech preferences, affinity towards Apple services and ecosystem products, and attitudes towards the latest technologies like artificial intelligence and foldable smartphones. The findings of this survey illustrate not only past preferences but also future preferences of iPhone owners in key markets like the US, UK, India and China.