A new report fromConsumer Intelligence Research Partners(CIRP) has just been published. The firm is studying the share of new iPhones that have been activated on the American market in recent years. According to the data collected, activations are in free fall after constant growth for more than a decade.
Apple loses 7% of the market in one year
From March 2023 to March 2024only,the share of new iPhones that have been activated is 33%, whileit was 40% the previous 12 months.The remaining 67% of smartphones are therefore mainly Android devices.
This drop could be attributed, according to the CIRP, to the increase in the price of smartphones, but also tobetter durability. You must undoubtedly know some people who still have old iPhone models, and who it is suitable for. As reportedMacRumorsabout it :
This trend appears to have a greater impact on iPhone sales than Android device sales, suggesting that Apple may need to adjust its strategy to regain market momentum.
© CIRP
Apple returns to the BlackBerry and Windows Phone era
When Windows Phone and Blackberry still existed, Apple's market share of new smartphone sales wasat that time by about a third.Since then it has only increased steadily,until the COVID-19 pandemic, when sales exploded.This sudden increase in sales of new iPhones could be attributed in particular to public subsidies, which were allocated from all sides at that time.
This dazzling growth, however, was only temporary, and now,purchases of new iPhones have fallen, to the point of returning to the level of the BlackBerry era. Apple had about a third of new smartphone sales at that time, which corresponds to the 33% announced by the CIRP.
It is also worth clarifying that this only concerns year-over-year sales of new phones in the United States, and not what share of the population owns which brand. In this case, it isApple which is in front.
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