updated 06:43 pm EDT, Tue October 30, 2012
Strategy Analytics finds 13 point drop in Euro loyalty
Loyalty to Apple's iOS platform appears to have dipped in the United States and in Europe, according to the latest figures from Strategy Analytics. For the first time since the iPhone's release in 2007, the research firm has found that the number of iPhone owners stating they will definitely or probably purchase their next phone from Apple has declined in both regions. While loyalty has dipped only slightly in the United States and moreso in Europe, the majority of iPhone owners, according to the report, will remain loyal to the platform.
The firm's most recent Wireless Device Lab Report found that 88 percent of US iPhone owners planned on buying their next phone from Apple. That's down from 93 percent in 2011. Of their European counterparts, though, 75 percent would say the same, down from 88 percent in 2011.
Strategy Analytics' director noted that the new figures demonstrate a continuing success on the part of Apple in retaining its existing user base while attracting new customers. However, he cited negative press and accusations of a lack of innovation by Apple in making some customers more open to considering another manufacturer.
Previous studies have found that owners of iOS devices are among the most loyal to any brand, with 21 percent of them unwilling to switch to another product for any price. Owners of Apple's mobile products are said to be 52 percent more loyal to the Cupertino electronics giant than Android users are to the manufacturers of their handsets.