The grip of the iPhone in Western Europe and the US appears to be lessening, with research showing fewer current owners plan to upgrade to the latest model than in previous years.
Strategy Analytics claims the number of iPhone users in the region that definitely plan to upgrade has fallen to its lowest level since the smartphone was introduced in 2007. The firm’s research found 75% of current owners plan to buy the iPhone 5, compared to 88% that said they would definitely upgrade to the iPhone 4G in 2011.
The trend is repeated in the US, where the number is down from 93% in 2011 to 88% currently.
Paul Brown, director at the firm, says previously loyal users are being put off by recent negative press “prompted by a perceived lack of recent innovation by Apple.”
While the firm’s study also found few existing iPhone users reporting they will definitely not buy the latest model, analyst Taryn Tulay says Apple should be worried by the “shift in the number of those who are unsure whether they will remain with the same brand for their next phone.”