Around 15% fewer people are trading in their Apple devices for new iPhones, BankMyCell says.
Fewer iPhone owners are trading in their old handset for a new Apple phone, according to a report by BankMyCell. BankMyCell, which and upgrade to a new one, collected data from over 38,000 people trading in their phones since October 2018 to track Apple brand loyalty during the upgrade cycle. It found iPhone retention was down 15.2% compared with March 2018.
Samsung loyalty was higher, BankMyCell said, with 26% of people trading in their iPhone X moving onto another brand. Just 7.7% of Galaxy S9 users switched over to an iPhone and 92.3% remained on the Android operating system.
In June 2019, 18% of iPhone trade-ins switched to a Samsung phone, it said.
Using data from other companies to complement its own findings, BankMyCell said iPhone loyalty is at its lowest since 2011, sitting at 73% compared with the all-time high of 92% in 2017.
Apple didn’t immediately respond to a request for comment.
Earlier Wednesday, Kantar reported that during the quarter ending in June 2019, iOS-based devices accounted for 36% of phone sales in the US, down 2.4 percent from the same quarter last year. Android phone sales were up 2.5% to 61% of all sales.
Gartner also reported, estimating that global shipments will fall by 68 million devices this year.