Fan loyalty is extremely important for any company because it is the basis of a good part of the sales of many newly launched products. In the case of the Apple company, we are talking about a high degree of loyalty, which nevertheless decreased slightly in the last year according to those from Strategy Analytics. If last year 88% of the West European owners of iPhone terminals intended to buy an iPhone, this year only 75% of them have the same intentions, and in the case of Americans, loyalty dropped from 93 to 88%.
Boston, MA – October 30, 2012 – For the first time since the Apple iPhone was released in 2007, the number of iPhone owners who say they definitely will or probably will purchase their next phone from the same brand has declined. The recent Strategy Analytics Wireless Device Lab Report, iPhone Owner Loyalty Declines: Is Apple Losing its Innovation Edge?, found that only 75 percent of iPhone owners in Western Europe say they are likely to buy their next phone from Apple, down from 88 percent in 2011. US repeat purchase intentions have also seen a slight decline, down from 93 percent in 2011 to 88 percent in 2012.
Although in Europe the decrease is significant, Apple still has the most loyal fans and this loyalty will fluctuate in the future, as it happens in the case of any company on the globe. In the case of manufacturers of Android, Windows Phone or BlackBerry terminals, the figures are somewhat lower, but in general they are influenced by the global economic situation, the political situation of a country and of course the type of products launched by the companies.
