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The smartphone industry is constantly evolving and moving forward. Almost every major phone manufacturer in the world releases a new phone each year. There are many that are obsessed with this cycle, and upgrade their phones annually. But surprisingly enough, new data shows that Apple users are not as quick to upgrade yearly.
In a world racing to have the best camera or the sharpest display, this news is unexpected. Apple devices are universally considered a more premium option. Even Apple’s cheapest offering, the iPhone SE, launched with a retail price of over $400 last year.
This would suggest iPhone users are generally wealthier, and more likely to upgrade every year. There are multiple explanations for why this is not the case.
Brand loyalty and software support
Apple has a very loyal userbase. Once people enter the Apple ecosystem — also called Apple’s walled garden — they rarely want to leave. It is convenient, fast, and reliable.
Apple has excellent software support for its phones. New iPhones come promising a staggering seven years of software support and updates. No other competitor on the market can match that, although Google is now going to try starting with the Pixel 8 series. These iPhone users trust Apple to keep their devices relevant, discouraging yearly upgrades.
Apple also tends to make some very durable phones. Then, of course, there’s the pricing. A pro-model iPhone can quickly become very pricey if it features a lot of storage. Most people feel reluctant to pay for an upgrade when the changes in the next generation are only minimal.
Apple also offers brilliant trade-in deals, and older iPhones retain their excellent resale value. This ensures Apple users that they can afford to wait before upgrading to the newest iPhone.
10% of users upgraded their iPhone
According to CIRP, the Consumer Intelligence Research Partners, only 10% of iPhone users surveyed upgraded after less than a year. The iOS sales also only accounted for 39% of total sales in September.
To compare, 23% of surveyed Android users had upgraded their phones less than a year after their last purchase. The CIRP points out that Android manufacturers often release multiple phones a year. This range of options also very likely plays a huge role in more frequent upgrades.
Another factor worth considering is that Android phones go on sales quite often. But iPhones rarely do. Apple is very unwilling to ever offer a deal on its products. With a robust ecosystem, excellent software support, and premium pricing, it’s not that surprising iPhone users hold on to their phones just a little longer.
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