A new study dismantles the theory that iPhone owners renew their smartphones frequently.
A few weeks ago, CIRP revealed to us that the users most addicted to their iPhone are not those we imagine. The institute is back today with a new study that debunks the belief that iPhone owners renew their devices more often than average. Thus, according to figures published by analysts, since 2019, only one in ten iPhone owners renew their device each year. The vast majority (61%) renew their smartphone every two to three years.
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The success of the iPhone 14 Pro and 14 Pro Max in 2022 allowed Apple to reap big profits and become, for a short time, the leader in smartphone sales. According to CIRP, this plebiscite is the result of favorable circumstances : American buyers, the brand’s main customers, have been chomping at the bit from 2019 to 2021 and “cracked” in 2022, helped in this by the financial aid granted by the government in response to the Covid-19 crisis. For analysts, health restrictions and the travel ban have been beneficial for iPhone sales.
This study proves that Apple customers don’t always buy the latest iPhone
According to analysts, the return to normal may be harder for Apple. On the site 9TB5Macan iPhone owner rightly states that he is not not really necessary to update as the phone market has matured. “My iPhone 13 Pro will last me 4-5 years instead of buying a new phone every year like in 2016.”
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This tendency to keep his iPhone is therefore ominous for Apple. The iPhone 15 should be official in the fall of 2023. Will Apple be able to convince potential buyers to abandon their old iPhone in favor of an even more expensive device? The company’s proposal will have to be stronger than a simple aesthetic touch-up or a Dynamic Island to convince a public scalded by an unfavorable economic context.
