Apple continues to solidify its position in the smartphone market. A recent study by Comparis, a Swiss market research and comparison platform that analyzes consumer trends, providing insights on technology, insurance, finance, and telecommunications. revealed that 49.4% of surveyed consumers in Switzerland now use an Apple iPhone, compared to 50.3% who use Android devices. Among younger consumers (15–35 years old), nearly two-thirds prefer an Apple iPhone. And, no surprise, used and refurbished are becoming more and more popular in Switzerland.
Consumers less eager to buy new
The willingness to buy a new smartphone has dropped. In 2025, only 38.4% of respondents plan to purchase a new device, down from 44.6% a year earlier. Many consumers now keep their smartphones longer, with a third owning their current device for at least three years. The trend toward extended use is particularly strong among those earning lower incomes.
Used smartphones more popular
Second-hand smartphones are gaining traction. Around 10.2% of consumers purchased a used smartphone in the past year. The appeal of second-hand devices is growing due to rising new smartphone prices, with flagship models from Apple and Samsung often exceeding €1,000. Additionally, longer software update policies and larger batteries make used devices a viable alternative.
Battery life remains a major issue
Despite high overall satisfaction with smartphones, battery life remains a common frustration. More than 40% of respondents had no complaints about their device, but those who did often cited battery performance as their main concern. This issue has persisted over recent years.
Market
Trade-in
Repair
Refurbishing
