AI features fail to impress iPhone and Samsung users: Can better mobile AI spark a loyalty shift?

The rollout of AI in smartphones has drawn mixed reactions, with widespread apathy among users of both Apple and Samsung devices. According to a survey by sellcell.com, 73% of iPhone users and 87% of Samsung users feel that AI features “add little to no value” to their smartphone experience. Despite this underwhelming response, the potential for better mobile AI features remains significant, particularly among iPhone owners, where interest in AI tools appears higher.

The survey findings also point to a decline in iPhone brand loyalty, suggesting that improved AI capabilities from competitors like Samsung could encourage brand-switching. With the increasing importance of smartphone AI features in user purchasing decisions, both Apple and Samsung face challenges in turning their current AI offerings into tools that deliver meaningful value.

Why Are Smartphone AI Features Falling Short?

Both Apple and Samsung have introduced robust AI tools in their latest software updates. Apple rolled out its “Apple Intelligence” suite with the iOS 18.1 update in October 2024, which includes features like Writing Tools, Notification Summaries, and Photo Clean Up. Samsung, on the other hand, brought its “Galaxy AI” tools to market earlier with OneUI 6.1 in March 2024, offering features such as Circle to Search, Photo Assist, and Live Translate.

While the features sound promising, most smartphone users remain unimpressed. Apple Intelligence tools like Writing Tools are popular among 72% of iPhone users, while Samsung’s Circle to Search dominates Galaxy AI usage with an adoption rate of 82.1%. However, users continue to perceive these tools as underwhelming.

When asked, only 11.1% of Apple Intelligence users described the features as “very valuable,” while an overwhelming 64.7% deemed them “not very valuable.” Similarly, among Samsung Galaxy users, just 5.9% found Galaxy AI tools “very valuable,” while more than half (51.9%) claimed they added “little to no value” to their smartphone experience.

AI’s Role in Smartphone Buying Decisions

Despite lukewarm satisfaction with current AI tools, the survey reveals that AI remains an important factor for smartphone buyers, especially among iPhone users. Nearly 47.6% of iPhone users said AI features are “very” or “somewhat” important when deciding on their next phone purchase. In contrast, only 23.7% of Samsung Galaxy users felt the same.

This growing interest in mobile AI features among iPhone owners also raises concerns about iPhone brand loyalty. The survey found that 16.8% of iPhone users would consider switching to Samsung for better mobile AI features, indicating a notable decline in Apple’s brand loyalty from 92% in 2021 to 78.9% today. Meanwhile, Samsung users remain relatively more loyal, with 67.2% of respondents stating they would not switch to Apple, even if Apple Intelligence features were significantly better.

This shift highlights a critical opportunity for both brands: improving AI tools could attract new users while retaining current ones.

Barriers to AI Adoption: What’s Holding Users Back?

To understand why users remain disinterested in smartphone AI tools, the survey explored the top reasons for low adoption rates. Among iPhone users, the most common barriers include:

Not updating to the latest software (57.6%)

Perceived lack of usefulness (36.7%)

Concerns over AI accuracy (18.2%)

For Samsung Galaxy users, additional concerns emerged:

Lack of perceived usefulness (44.2%)

Privacy and security worries (30.1%)

Concerns over AI accuracy (35.5%)

The findings suggest that for AI features to gain traction, both Apple and Samsung need to address privacy concerns, improve accuracy, and demonstrate practical value in users’ daily lives.

Would Users Pay for AI Features?

The possibility of AI subscription services has been floated by companies like Samsung, which hinted at charging for certain AI tools after 2025. However, the survey indicates a strong resistance to such models.

Among Apple users, 11.6% said they would consider paying for AI features, while a vast majority (86.5%) dismissed the idea. The reluctance is even stronger among Samsung users, with only 4% willing to pay for AI, and 94.5% rejecting the notion outright.

This resistance underscores the need for brands to prove that AI tools offer tangible, everyday benefits before monetizing them.

Can Better AI Features Spark a Loyalty Shift?

The survey results reveal a key trend: iPhone users are more invested in the future of AI than Samsung users. As Apple brand loyalty weakens, Samsung has a chance to capture a segment of iPhone users by delivering significantly better mobile AI features.

At the same time, Apple must address user dissatisfaction with its current Apple Intelligence tools to retain its loyal customer base. With nearly 47.6% of iPhone users saying AI is important in their smartphone buying decisions, Apple has an opportunity to strengthen its competitive edge through innovation.

The Future of AI in Smartphones

The current state of smartphone AI features leaves much to be desired, as evidenced by widespread user dissatisfaction. However, the findings also indicate significant opportunities for both Apple and Samsung to drive growth through better mobile AI. For Apple, enhancing its Apple Intelligence tools could restore lost iPhone brand loyalty, while Samsung can leverage its early AI rollout to attract customers looking for superior AI capabilities.

As the AI era evolves, delivering tools that are accurate, practical, and valuable to users’ lives will be key to success. With both brands competing to improve their offerings, smartphone buying decisions are increasingly likely to hinge on the promise of better, more intuitive AI.