Mobile Device UX

iPhone Owner Loyalty Declines Is Apple Losing its Innovation Edge

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Report Summary:

For the first time since the original iPhone was released in 2007, the number of iPhone owners who say they definitely will or probably will purchase their next phone from the Apple brand has declined in both the US and Western Europe. While those who reject purchasing their next phone from Apple remains low, those who are unsure whether or not they will get another iPhone has increased since 2011. On the back of a lack of recent innovation from Apple and negative press, we are starting see growth in the number of previously highly-loyal customers who are considering whether or not they will purchase a new iPhone for their next device.

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