Taryn Tulay, an analyst at Strategy Analytics, explained that "it is the shift in the number of those who are unsure whether they will remain with the same brand for their next phone that Apple should be concerned about."
By contrast, Apple's share of the market grew from 13.8 per cent this time last year to 14.9 per cent.
Although brand loyalty for Apple may have declined, they are still thought to be ahead of their rivals.
A study by GfK last year found that 60 per cent of consumers who use smartphones running Google's Android said they would stick with phones using the same software.
Only 48 per cent of people using Research In Motion's devices said they would stay loyal to their Blackberrys, the study showed.
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