IPhone owners have been upgrading to newer models in recent months.

The trend toward holding on to a single generation of smartphone for longer began during the pandemic, when economic uncertainty limited consumer spending on durable goods and purchases shifted to other types of devices. Last quarter, the share of those who decided to upgrade their smartphones increased among owners of relatively new iPhones.

Image Source: Apple

To be more precise, the CIRP study points to an increase in the share of iPhone owners who decided to buy a new model after owning the previous one for less than two years. Among recent buyers of new iPhones, 36% were such people at the end of the last quarter. The year before, their share did not exceed 31%. At the same time, the share of iPhone owners who owned the previous model for two to three years (from 33 to 30%) and more than three years (from 36 to 33%) decreased.

Image source: CIRP

Perhaps the desire of buyers to upgrade iPhone is caused by both stimulating marketing campaigns, including from telecom operators, and the interest of users in new functions such as the same Apple Intelligence, which appeared in the new generation of smartphones of this brand. However, this complex of artificial intelligence technologies is not yet available in all languages ​​and not in all regions, but Apple is confidently increasing its geographic coverage. Recently, for example, it has decided on a partner for the introduction of Apple Intelligence to the Chinese market.