Apple Users Are Keeping Their Devices for Longer as Upgrades Slow

Written on 07/10/2024
Taylor Bell


Apple customer behavior has changed in recent years. More users are choosing to store their iPhones, iPads, and Macs for longer periods of time before upgrading. In the past 12 months, 71% of iPhone owners and 68% of Mac owners said their previous device was more than two years old, up from 63% and 59%, respectively, in 2020.

For Macs, CIRP tells us that the time users keep their devices has increased significantly. Now, 56% of Mac users have been using their laptop or desktop computer for more than three years, up significantly from 40% in 2020. This trend is leading to shorter lifecycles, with fewer users keeping their Mac for less than three years. 3 years. CIRP research suggests that the transition to Apple Silicon, which began in 2020 with the introduction of the M1 chip, played a key role in this transition. "Apple Silicon" delivered significant improvements in performance and power efficiency, enabling Macs to handle demanding tasks better for several years.

The economic impact of the COVID-19 pandemic may also be influencing consumer behavior. In the early stages of the pandemic, there was a surge in demand for technology to support remote work and online education, but continued economic uncertainty has led many consumers to become more cautious with their spending, choosing to maximize the life of their existing devices rather than investing in new ones. Things. Improvements in MacBook battery life have also reached a level of satisfaction for many users, further reducing the incentive to upgrade frequently.

This phenomenon was also observed by Bloomberg's Mark Gurman, who noted recently that there has been a sharp increase in the percentage of iPhone and Mac users whose previous devices are more than two years old. He attributed the change to several factors, including fewer important features in new models, improved device durability and reliability, and changing user needs. An increasing reliance on streaming services and web-based applications means that for many users, their current devices are still powerful enough to handle everyday tasks. As a result, traditional motivations for frequent upgrades, such as the need for better cameras, more storage, or faster processing speeds, have diminished.