Consumers are holding on to their smartphones for longer than ever in part due to pricier devices. Our internal surveys have shown that Apple iPhone owners in particular are sticking with their smartphones for longer (compared to smartphone owners overall). This trend, combined with the fact that Apple has been relying more and more on the existing install base for unit sales, has been a growing headwind.

Will Apple’s new trade-in programs drive customers to upgrade to a new device?

Our monthly trackers are a great resource to track the ultimate success of Apple’s push to reinvigorate sales at a time when replacements are the main driver of business. Please let us know if you would like to learn more about our ongoing AAPL work or if you would be interested in a trial to our platform.



aapl 22