For years, iPhone owners have been holding onto their devices longer, but new data suggests that trend is shifting — at least for now.
A report from Consumer Intelligence Research Partners (CIRP) claims that more iPhone users retired their devices at a younger age in the December 2024 quarter compared to 2023. Specifically, 36% of buyers had owned their previous iPhone for two years or less, up from 31% in late 2023.
Meanwhile, fewer users held onto their phones for three years or longer. It’s not clear whether the CIRP report looks at iPhone buyers worldwide or just in the U.S.
Since CIRP usually focuses on the U.S. market, the data might not show upgrade trends in other countries where carrier deals and pricing are different.
Sustaining demand amid longer upgrade cycles
Several factors could explain the recent shift. Carrier Trade-in deals and installment plans continue to encourage upgrades around the two-year mark.
How long iPhone owners kept their previous device each December quarter. Image credit: CIRP
Additionally, Apple’s slowing sales may indicate that the most dedicated users are making up a larger share of recent purchases. Those who tend to keep their iPhones longer may be holding off until a must-have feature or compelling deal convinces them to upgrade.
For years, the company has faced a challenge — most iPhones remain functional for four to five years, reducing the urgency to upgrade. The company has responded with features that create a sense of FOMO, from camera innovations to AI-powered capabilities.
If more users are upgrading sooner, it may suggest Apple’s efforts to make new iPhones feel essential are paying off. Whether the new pattern continues depends on the company’s ability to drive demand with new features and promotions.
For now, the data suggests that while many users still prefer to hold onto their devices, upgrade cycles may be shortening for a growing segment of iPhone buyers.
