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BizReport : : November 07, 2012

Report reveals drop in iPhone loyalty in US and UK

Could loyalty to Apple among iPhone users be waning? According to a new report from Strategy Analytics the number of iPhone owners who will go on to purchase their next phone from Apple had fallen.

by Helen Leggatt

Last year, 93% of iPhone owners in the US said the next phone they buy would be from the same maker - Apple. That figure has dropped this year to 88%, which is still a decent retention rate but a drop nonetheless.

The same scenario is being played out in Western Europe. There, 75% of iPhone owners said they will, or probably will, go on to purchase another iPhone, down from 88% in 2011.

According to the report, the drop in loyalty began recently with the launch of the iPhone 5, most probably due to its lack of innovation and the infamous Google Maps situation.

"There is no doubt that Apple is continuing its success in retaining existing user base while attracting new customers," said Paul Brown, a director at Strategy Analytics, in a statement. "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."

Tags: Apple, consumer attitudes, iPhone, loyalty

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