Apple iPhone loyalty dropping

Somehow this result doesn’t surprise me (owner of an iPhone 7 Plus). I used to look forward to each year’s new iPhone as it would offer me a feature I’d never imagined but immediately found useful or fun. I find facial identification off-putting at best as well as the lack of precision caused by the lack of a home button. I’ve simply seen no reason to move into a new model.

I find it interesting that Apple’s next model is not anticipated much at all, but the following year is.  Why? Touch ID is coming back plus a lot of other features that show that Apple is considering the customer rather than the fun of new technology. Now, if only my current iPhone will last that long.

Loyalty Is Waning Among iPhone Users [Infographic]

Historically, iPhone users have proven a loyal bunch with relatively few of them ditching their handsets and opting for alternative brands. That seems to be changing, however, with a survey released last week finding that iPhone loyalty has fallen to an all-time low. The research was conducted by BankMyCell who collected data from more than 38,000 people trading in and upgrading their iPhones between October 2018 and the end of June 2019. It then compared those findings with historic data to gauge consumer upgrade cycles.

In 2018, iPhone retention stood at 92% and that has now fallen to 73%, its lowest level since 2011. The survey also found that 26.2% of individuals trading in their iPhone X switched to a different brand such as Android or Windows. By comparison, only 7.7% of Samsung Galaxy S9 users ditched their handset to switch to an iPhone. Out of all iPhone models, users trading in the iPhone 7 Plus were found to be the most loyal with 81.7% of them remaining with Apple.

It is important to note that BankMyCell sources its data from people who use its service and it readily acknowledges that it does not represent total upgrade sales through channels like auction websites and carrier stores. Meanwhile, Kantar recently reported that iOS devices accounted for 36% of U.S. phone sales for the quarter ending in June, down 2.4% on the same quarter in 2018. New Gartner data also predicts total global smartphone shipments will decline 3% in 2019. The company said that “if mobile phones don’t provide significant new utility, efficiency or experiences, users won’t upgrade them, and will consequently increase these devices’ life spans”.

*Click below to enlarge (charted by Statista)

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I am a Statista data journalist, covering technological, societal and media topics through visual representation. In fact, I love to write about all trending topics, ill…

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