iPhone users have different behaviors when it comes to renewing their precious smartphone. Some wait several years before changing models, while others crack as soon as a new version comes out. And this difference is not insignificant. According to a recent study, it actually reveals the degree of attachment to the Apple ecosystem as a whole.
A study on iPhone renewal
According to a recent study by Consumer Intelligence Research Partners (CIRP)iPhone buyers who upgrade their smartphones every two years or less tend to own more other Apple products like iPads and Macs. These “rapid upgraders” exhibit distinct behavior that sets them apart from those who keep their iPhones longer.
About 67% of all iPhone buyers also own an iPad, and 36% own a Mac. But those numbers jump to 69% for the iPad and 42% for the Mac among those who upgrade every two years or less. Conversely, only 62% of users who keep their iPhone for 3 years or more have an iPad, and just 29% have a Mac. In fact, brand attachment is mostly reflected in the frequency with which users upgrade their iPhone, which remains their primary device.
Attachment to the Apple ecosystem is confirmed among “rapid upgraders”
There are several reasons for this phenomenon. iPads have a longer life cycle and are more affordable than iPhones, which makes them easier to acquire. This is why the iPad is the most purchased product by users who are not immersed in the Apple ecosystem and who do not have a di’Phone. Macs are more expensive and face competition from less expensive Windows PCs. Owning a Mac is therefore a strong indicator of loyalty to the Apple brand.
Additionally, the frequency with which consumers upgrade their iPhones likely reflects their overall tech budget. Those willing to spend more money regularly will likely invest in other high-end Apple products as well.
What lessons for Apple’s strategy?
Apple can build on the loyalty of these “rapid upgraders” by offering them early access to new features or exclusive deals on iPads and Macs. Rewarding their loyalty will encourage additional investment in its ecosystem.
Understanding the behavior of users who keep their iPhone longer will also help Apple target them better, through trade-in offers or by promoting the benefits of its integrated ecosystem to encourage them to renew their iPhone more often and explore other products from the brand.
As CIRP points out, the rate at which an iPhone user upgrades phones can help identify what type of Apple customer they are. Frequent upgraders appear to be more active Apple customers, while more patient ones appear less engaged in the ecosystem.
