Wireless users who currently own an iPhone are more likely to stay loyal to their current smartphone platform than owners of any other OS, a recent study found. Market research firm GfK conducted a survey of 4,500 consumers in various regions around the world and found that 84% of current iPhone owners plan to purchase another iPhone as their next handset. 60% of Android users plan to stay loyal according to the study, and 48% of BlackBerry owners intend to purchase another BlackBerry smartphone as their next device. “Apple is clearly ahead of the game, but developments next year will challenge that,” GfK analyst Ryan Garner told Reuters without elaborating. The consensus at GfK paints a slightly different picture, however, as the firm suggests that loyal customers are difficult to sway. “The scope for brands to lure customers from rivals has diminished and the richest rewards will go to those providers that can create the most harmonious user experience and develop this brand loyalty,” the firm said in its report.