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iPhone owner loyalty declines for the first time

A recent study has found that iPhone owner loyalty has declined for the first time since the launch of the first model in 2007. The number of users who say they plan to purchase another iPhone has decreased by 13 per cent in Western Europe and five per cent in the US, according to a report from research firm Strategy Analytics.

Some 75 per cent of users in Western Europe and 88 per cent of users in the US have said they intend to buy their next phone from Apple, down from 88 per cent and 93 per cent last year, respectively. However, the report found that the number of owners who definitively refused to purchase the next model of Apple’s handset remained low.

Paul Brown, the report's author and director of Strategy Analytics, attributed the drop in intended patronage to a perceived lack of innovation.

“On the back of a lack of recent innovation from Apple and negative press, we are starting see growth in the number of previously highly-loyal customers who are considering whether or not they will purchase a new iPhone for their next device,” wrote Brown.

Another possible reason for the decrease in iPhone loyalty is the improved competitiveness of Apple’s rivals. Samsung's Android-based handsets, for example, are being considered more viable alternatives, with the South Korean firm claiming overall dominance in the mobile market.