Apple has always been known for its very loyal customers for its Mac, iPod, iPad and iPhone products – a fact which may soon change.
For the first time ever, iPhone owner loyalty is said to have declined, research from Strategy Analytics reveals.
Strategy Analytics details in its Wireless Device Lab Report titled “iPhone Owner Loyalty Declines: Is Apple Losing its Innovation Edge?” the first ever decline in iPhone user who say they are likely to buy another Apple smartphone.
Accordin to the research firm, only 75 percent of iPhone owners in Western Europe say they will buy another iPhone.
That is a marked decline from 88 percent in the region who said in 2011 that they will likely buy another iPhone.
Furthermore, the same trend is seen in the US.
According to Strategy Analytics, only 88 percent of iPhone owners say they will likely buy another iPhone, down from 93 percent in the last year.
While still high, the numbers represent the first time a decline was noted for customer loyalty regarding the iPhone since the smartphone was launched five years ago in 2007.
“Apple iPhone Owner Loyalty Declines
iPhone Repeat Purchase Intention Drops 13 points in Western Europe
Boston, MA – October 30, 2012 – For the first time since the Apple iPhone was released in 2007, the number of iPhone owners who say they definitely will or probably will purchase their next phone from the same brand has declined.
The recent Strategy Analytics Wireless Device Lab Report, iPhone Owner Loyalty Declines: Is Apple Losing its Innovation Edge?, found that only 75 percent of iPhone owners in Western Europe say they are likely to buy their next phone from Apple, down from 88 percent in 2011. US repeat purchase intentions have also seen a slight decline, down from 93 percent in 2011 to 88 percent in 2012.
‘There is no doubt that Apple is continuing its success in retaining existing user base while attracting new customers,’ commented Paul Brown, Director at Strategy Analytics’ User Experience Practice. ‘However, negative press prompted by a perceived lack of recent innovation by Apple has meant we are starting to see some growth in the number of previously highly loyal consumers who are now reconsidering whether or not they will purchase a new iPhone for their next device.’
Taryn Tulay, Analyst at Strategy Analytics’ Wireless Device Lab added, ‘Respondents who say they probably will or definitely will not buy their next phone from Apple is low. However, it is the shift in the number of those who are unsure whether they will remain with the same brand for their next phone that Apple should be concerned about.’”
iMage from nubobo on Flickr (CC)