In the recent years, the mobile phone from analog era to the 2G era and more to 3G, mobile phones is not only a single kind of communication products, but also it became an integral part in daily life. Advances in hardware and the popularity of telecommunications providers to provide 3G network service, makes smart phones became convenience and functional. It brings consumers a new experience. In June 2007, Apple led the launch of the iPhone. Its intuitive touch interface, multi-application software, and humanness designs, coupled with value-added services to mobile carrier model, and combined Internet community effect, creates a leading mobile company. Consumers still demand for the smart phones, and drive to the multi-function in the compound-oriented. Thus, a powerful portable devices become a must need. However, in varied mobile phone manufacturers, the most representative product is iPhone. In order to understand the niche market, we have to study the customer loyalty. And, we create literature related subject and conceptual framework for the iPhone users. In the study, the main structures are how customer satisfaction, brand identity and customer lock-in affect the customer loyalty. And, we will discover the co-related factors of the main frame. However, the point of view for the iPhone user will be also considered if the customer satisfaction (affection) will influence in customer loyalty. The affection factors will be considered as perceived usefulness, ease of use, compatibility and enjoyment. Last, w will reveal the analysis result and implication management.