You can call it customer loyalty, brand stickiness, or whatever other terms the cool marketing kids are using these days, but it all means the same thing in this case: Apple is doing a better job than Samsung of retaining customers and winning over new ones.

This is according to a report from RBC Capital Markets, which polled Apple and Samsung customers about their current and future purchases.

The iPhone 5 has quickly become Apple’s fastest-selling iPhone of all-time, meaning it’s incredibly difficult to get hold of — even more than three weeks after its launch. And the situation is about to get a lot worse, according to Bloomberg. Apple has had to increase quality-control at Foxconn to prevent damaged devices with nicks and scratches from leaving the factory. As a result, iPhone 5 production rates have dropped.