CIRP: iPhone users' replacement cycle shortened by 36% and users replaced their devices within two years

For years, iPhone owners have been holding onto their devices longer, but new data suggests that trend is shifting, at least for now. A report from Consumer Intelligence Research Partners (CIRP) says more iPhone users retired their devices at younger ages in the December quarter of 2024 than in 2023.

For years, iPhone owners have been holding onto their devices longer, but new data suggests that trend is shifting, at least for now. A report from Consumer Intelligence Research Partners (CIRP) says more iPhone users retired their devices at younger ages in the December quarter of 2024 than in 2023.

Specifically, 36% of buyers had owned their previous iPhone for two years or less, up from 31% at the end of 2023.

At the same time, fewer people are holding onto their phones for three years or longer. It's unclear whether the CIRP report is for iPhone buyers worldwide or just in the United States.

Because CIRP typically focuses on the U.S. market, the data may not show upgrade trends in other countries where carrier deals and pricing differ.

Several factors may explain the recent changes. Carrier trade-in offers and installment payment plans continue to encourage users to upgrade after about two years.

The bar chart shows the distribution of user tenure from 2020 to 2024, divided into: less than 1 year, 1-2 years, 2-3 years, 3 years or more. How long iPhone users kept their previous generation devices in each December quarter. Image source: CIRP

Additionally, Apple's slowing sales could indicate that its most loyal users are making a larger share of recent purchases. Those who tend to hold on to their iPhones longer may be holding off until a must-have feature or enticing offer convinces them to upgrade.

The company has faced a challenge for years — most iPhones last four to five years, reducing the urgency to upgrade — by introducing features ranging from camera innovations to artificial intelligence capabilities to create a sense of FOMO.

If more users upgrade early, it could be a sign that Apple’s efforts to make the new iPhone feel essential are paying off. Whether that new pattern continues depends on whether the company can drive demand with new features and promotions.

For now, the data suggests that while many users still like to hold on to their devices, the upgrade cycle may be shortening for a growing number of iPhone buyers.

From Chinese Industry Information Station