iPhone loyalty drops for the first time in Western Europe

5 Nov 2012

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The iPhone 5

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The number of iPhone users who will buy the same brand again when choosing their next smartphone has declined for the first time in Western Europe, Strategy Analytics claims.

The latest Strategy Analytics Wireless Device Lab Report iPhone Owner Loyalty Declines: Is Apple Losing its Innovation Edge? found that only 75pc of iPhone owners in Western Europe say they are likely to buy their next phone from Apple.

This is down from 88pc in 2011.

US repeat purchase intentions have also seen a slight decline, down from 93pc in 2011 to 88pc 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, however, that the number of 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,” Tulay says.

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Editor John Kennedy is an award-winning technology journalist.

editorial@siliconrepublic.com