iPhone has lowest proportion of activations in the US since 2017

In the last 12 months, the proportion of iPhones activated in the US was the lowest since 2017, new research shows

Research related to the number of devices activated in the United States shows that iPhones are losing space to Android devices. According to a survey carried out by Consumer Intelligence Research Partners (CIRP), only 33% of new devices activated in the last 12 months were made by Apple.

This does not necessarily mean that fewer people are using the iPhone, as the result can be attributed to the durability factor. As iPhones are devices belonging to higher segments of the smartphone market, they tend to last longer — that is, lengthening the period between exchanges for new models.

Even so, the result could turn a yellow light on Apple. After all, analysts also point out that the reduction in the proportion of activated devices can also be associated with a lower incentive to purchase the most up-to-date generations, as the new features presented each year tend to be less revolutionary.

The 33% registered in the last 12 months represents the lowest proportion of iPhones registered in the US since 2017.

At the beginning of last year, the same survey showed 40% of iPhones activated, a value that gradually fell during 2023 until reaching the current value. CIRP uses a methodology that always considers the average of the last 12 months, to avoid seasonality effects — such as the increase in iPhone sales at the end of the year, after the introduction of a new generation.

The change in US consumer attitudes is also related to the move away from two-year subsidized purchase contracts and towards more transparent plans that encourage people to keep their devices for longer.

The potential of the iPhone 16 line to convince consumers to buy the most up-to-date devices is still a topic of discussion among analysts. Some point out that the new models will repeat the formula of the most recent devices and will not bring any major new features, which could cause a drop of up to 15% in the number of devices shipped by the company.

However, rumors also cited the possibility of Apple implementing a more powerful neural engine in new cell phones, which would enable native artificial intelligence (AI) features. The arrival of generative AI functions in iOS 18 is also speculated, which could boost sales.

Source: CIRP

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