iPhone users upgrade slightly faster as ownership trends shifting

Over the years, Apple iPhone users have kept their devices for increasingly longer periods. Since 2014, when CIRP began tracking US ownership trends, the holding period has shown a steady rise, with a temporary disruption caused by the COVID-19 pandemic in 2020 and 2021. According to CIRP’s latest report covering the December 2024 quarter, a subtle change has emerged. More Apple iPhone buyers are now replacing their devices sooner. The data shows that 66% of buyers had their previous iPhone for three years or less, compared to 69% in December 2023. Meanwhile, slightly fewer users held onto their phones for three years or more (33%) or between two and three years (30%) compared to the previous year. If users start to buy new Apple iPhones earlier, more relatively newer models will become available for trade-in. Total quantity will remain the same but underlying model mix and age will be dfferent.

Ownership patterns return to 2020 levels

The shift in upgrade cycles means that ownership duration now mirrors patterns seen in 2020. This suggests that a combination of factors is driving more users to replace their Apple iPhones earlier than before.

US carrier deals and upgrade incentives

One major influence on the trend is the availability of carrier promotions and upgrade incentives. Many mobile operators continue to push attractive trade-in deals, making it easier for users to replace their devices around the two-year mark, even if they are on extended installment plans.

Apple’s sales slowdown plays a role

Apple’s recent weaker sales figures could also be shaping this trend. Slower Apple iPhone sales may mean that those purchasing new devices are the brand’s most dedicated users, who are more inclined to upgrade quickly. Meanwhile, more casual buyers may be holding onto their older devices for even longer.

Future trends in Apple iPhone upgrades

At some point, even the most patient Apple iPhone users will feel the need to upgrade. Whether due to must-have new features, hardware limitations, or enticing trade-in deals, older devices will eventually be replaced. When that happens, the average ownership duration of retiring Apple iPhones is likely to rise once again.