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Apple is poised to lose lots of iPhone users if it keeps ignoring the middle
We’ve been hearing for months that longtime customers are souring on the iPhone upgrade cycle, and now there may be some evidence to back that up. According to a study conducted by Bank My Cell of some 38,000 people, iPhone owners are 15 percent less loyal to their handset than they were last year, with 73 percent of responders claiming that they were sticking with Apple. Those are still strong numbers, but it’s the lowest retention rate since the company started tracking in 2011.
You can quibble with Bank My Cell’s methodology all you want, but the numbers are significant. According to its tally, 24.5 percent of users trading in their iPhone during the fourth quarter of 2018 (when the iPhone XR, XS, and XS Max launched), did so because they moved to a new brand of smartphone, overwhelmingly Samsung and LG. (I’m willing to bet it wasn’t the Galaxy Note or V40 ThinQ.)