iPhone loyalty rates down to 8-year low, survey claims

The loyalty of iPhone owners in the upgrade cycle outside of Apple's iPhone upgrade program has reportedly fallen to its lowest levels since 2011, benefiting Samsung, new survey data suggests.

Of 38,000 people who've traded in iPhones since October 2018, 73% have migrated to a later model, according to a BankMyCell report cited by CNET. Apple's peak loyalty was 92%, achieved in 2017. Retention is in fact down 15.2% this year versus March 2018, and 26% of people trading in an iPhone X switched to another vendor.

Conversely, only 7.7% of Samsung Galaxy S9 owners picked up an iPhone — and 18% of the iPhone owners who left the platform chose a Samsung device.

BankMyCell is just one trade-in service of many however. Its data also conflicts with CIRP research issued in January, which pointed to loyalty rates of 91% for iPhones and 92% for Android devices.

It also doesn't consider the impact of Apple's own Annual iPhone upgrade program. Apple's program provides a device that can be upgraded every year, payments at effectively no interest, and free AppleCare+.

People are often deterred from switching phone platforms by data migration burdens, as well as losing access to hardware integration and paid apps. Homeowners using HomeKit accessories, for example, may find it difficult or expensive to switch to standards like Alexa or Google Home.

91 Comments

jdw 1457 comments · 18 Years

About 5 years ago

The continued presence of the "notch" coupled with what consumers perceive as the biggest bang for the buck is no doubt driving this.

Soli 9981 comments · 9 Years

There's really nothing surprising about this. The plateauing of smartphones design is upon us and with vendors following Apple's lead (which may or may not be from stolen IP) there are more than enough similarities. People that care about protecting their data probably won't jump to Android-based devices and those that are fine with built-in crapware (at best) and spyware (at worse) will likely never see a reason to use an iPhone. To each their own.

mattinoz 2488 comments · 9 Years

No measure of how many aren't trading in because they hold on to hardware either for their own use or to hand down to another family member.

seanismorris 1624 comments · 8 Years

jdw said:

The continued presence of the "notch" coupled with what consumers perceive as the biggest bang for the buck is no doubt driving this.

I don’t think the notch is that big a deal, but price is.

Also, IPhone have been better at security but Cellebrite can crack both iPhones and Android. (Bad guys can buy them on eBay)

Apple has the better App Store, but the gap has narrowed.

I think people look at what’s available and conclude Android is the better value. Personally, I don’t use Apple services to a great extent so migrating isn’t that big a deal. I’m fine with my 6s until it dies and don’t see a reason to buy ultra premium.

I, like most people, will look at what givens the most bang for the buck. Apple is pushing things like AR and the camera, which aren’t that important. Security, build quality are things I care about...