They say iFans are the most devoted and least likely to switch sides, even with Apple officially on a 36-month iPhone redesign cycle now. But in recent years, Samsung has managed to earn the trust of more and more mobile consumers who’ve quickly become faithful to S Pens, curved AMOLED screens, and the TouchWiz UI.

The (many) billion-dollar question is will these stand by the world’s most popular smartphone vendor as it goes through arguably its biggest brand crisis ever? Apple-specialized KGI Securities analyst Ming-Chi Kuo may have quite a grim answer for Samsung, estimating about a half of the expected 2016 Galaxy Note 7 sales will go to the iPhone 7 instead.

That’s between 5 and 7 million of 12 to 14 mil interested Note 7 buyers all of a sudden taking a liking to iOS and certain advanced iPhone 7 Plus features (the dual rear-facing camera in particular), with the rest flocking to Huawei, Google (in collaboration with HTC), LG and some to the GS7 and S7 Edge as well. Not many though, at least not according to Kuo.

The market researcher claims the vast majority of Samsung deserters were never truly committed to the company anyway, and have now lost faith in it completely, some going back to their iOS roots. But the Galaxy S8 could still turn things around.

Sources: 9To5Mac, MacRumors

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