Apple iPhone owner loyalty declines in US, UK for first time

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The number of iPhone owners in the UK and the US who say they are likely to buy another Apple phone has fallen for the first time since the product’s launch, according to a report.

Three quarters of Western Europe’s iPhone owners are likely to buy another Apple smart phone, down from 88% last year.

The research, which was conducted by Strategy Analytics, said that approximately 88 per cent of US owners are likely to buy another, down from 93%.

According to the Telegraph, the study argued that negative press has led to a decrease in consumer interest for iPhones.

“There is no doubt that Apple is continuing its success in retaining existing user base while attracting new customers,” the paper quoted Paul Brown, director at Strategy Analytics’ User Experience Practice, as saying.

“However, negative press prompted by a perceived lack of recent innovation by Apple has meant we are starting to see some growth in the number of previously highly loyal consumers who are now reconsidering whether or not they will purchase a new iPhone for their next device,” Brown added.

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