The replacement cycle is getting longer and longer, with over 71% of iPhone users using their old phones for more than two years.

News on July 11, according to the latest CIRP research report, Apple users’ device holding time is showing a significantly longer trend. The report pointed out that in the past year, more than 71% of iPhone users and 68% of Mac users said that their old devices were more than two years old. This data reveals significant changes in current consumer switching behavior. . Behind this phenomenon, multiple factors are intertwined. The global impact of the COVID-19 epidemic is far-reaching, not only promoting the popularity of remote working and online education, but also triggering widespread economic uncertainty. Against this background, consumers have become more cautious about purchasing new devices, preferring to extend the service life of existing devices rather than replace them frequently.

In addition, the lack of innovation in new models, the so-called "toothpaste squeeze" phenomenon, and the continuous improvement of equipment durability and reliability have further lengthened consumers' replacement cycles. According to the editor's understanding, TechInsights' research forecast shows that the global smartphone replacement cycle has been extended to a historic 51 months in 2023. Even in the Chinese market, this cycle has exceeded 40 months, showing that the replacement cycle of global smartphones has exceeded 40 months. The overall consumer behavior of switching phones has slowed down.

This trend not only intensifies the intensity of market competition, but also profoundly reflects the changes in consumer consumption concepts. Nowadays, more and more consumers prefer to buy durable mobile phones that can be used for a long time, rather than pursuing the trend of quick replacement. Experts point out that the expected service life of people buying mobile phones has been extended to three to four years or even longer. Therefore, the durability and performance of mobile phones have become important considerations when making their choices, and they are willing to pay higher prices for this.

In this context, mobile phone manufacturers are also facing new challenges and opportunities. In order to cope with the dual pressures of market saturation and prolonged consumer replacement cycles, they have to devote themselves to improving product quality and stimulating consumers' desire to replace their phones through innovation. However, this also makes consumers more picky when choosing, making it difficult to easily find reasons to replace their phones, thus further extending the replacement cycle.
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