New data from Consumer Intelligence Research Partners reveals a clear trend in consumer behaviour: Apple iPhone users in the United States are increasingly delaying device upgrades. CIRP analysed four-quarter periods ending each September to eliminate seasonal influences, and its most recent findings for 2025 show a notable rise in the age of retired devices.
Older devices dominate replacements
In the twelve months ending September 2025, 42% of US buyers replacing an Apple iPhone retired a device they had owned for at least three years. This marks a sharp increase from 32% in the previous year and 24% five years earlier. The data highlights a growing willingness among consumers to stretch the life of their devices, even as new models introduce advanced features.
Fewer upgrades for newer models
Only 29% of buyers in the same period replaced an Apple iPhone that was two years old or newer. Five years ago, this group represented 41% of replacements. The shift indicates that fewer consumers are remaining on a two-year upgrade rhythm, historically encouraged by carrier contracts and promotional cycles.
Possible drivers of longer ownership
CIRP points to several tendencies behind the slowdown in upgrades. Improvements in hardware durability and software longevity have made keeping an older Apple iPhone more practical. Consumers have also become more value conscious, evaluating the added benefit of new models against their cost. Economic uncertainty and a maturing smartphone market further contribute to the reluctance to replace working devices. The availability of high-quality refurbished devices has also influenced expectations, normalising longer ownership and more considered upgrade decisions.
Implications for the secondary market
Longer replacement cycles have significant implications for the secondary mobile ecosystem. A rise in older trade-ins means incoming devices may require more extensive repairs and yield lower resale values. However, the steady flow of three to five-year-old Apple iPhones supports demand in budget-conscious segments and drives refurbishment innovation. The data suggests that the secondary market will continue to play a critical role in extending device lifecycles as consumers adjust their upgrade habits.
Market outlook remains stable
Despite longer ownership periods, the Apple iPhone remains a reliable driver of both new and refurbished device sales. CIRP’s findings indicate a market in transition, shaped by practical consumer thinking and shifting economic priorities. As upgrade cycles lengthen, industry stakeholders are likely to adapt by emphasising durability, software support and sustainable lifecycle strategies.
Market
Trade-in
Repair
Refurbishing
