Android takes precedence over iPhone device activations in the US market

The latest report from Consumer Intelligence Research Partners (CIRP) shows that new iPhone activations fell to the lowest level in the US smartphone market in six years. To make matters worse for Apple, its biggest competitor in the mobile operating system – Android is taking the lead in this area.

Although CIRP notes that the installed base of iPhone devices is greater than the number of activations, the data shows that the share of new iPhone activations fell from 40 to 33 percent over the past year, indicating a decrease in market share compared to previous years.

Historically, when competitors such as Blackberry and Windows Phone were more present, the share of iPhone device activations hovered around one-third. This share steadily increased until the first year of the COVID-19 pandemic, when various factors contributed to a sharp increase in activations. However, iPhone share has returned to its long-term average according to the data, with two out of three smartphone activations now coming from the Android side.

CIRP suggests that the decline in the share of Apple phone activations is due to the increased cost of modern smartphones, as well as better durability. While innovation has slowed, there has been a shift from subsidized purchases to more transparent purchase plans, prompting consumers to hold on to their devices longer.

This trend appears to be affecting iPhone sales more than Android phone sales, suggesting that Apple may need to adjust its strategy to regain market momentum. Otherwise, the report covers a 12-month period ending each quarter and includes data from CIRP’s quarterly survey of mobile phone users. The goal of this approach is to remove the seasonal spikes typically associated with new device launches and holiday sales, providing a clearer view of existing trends, the company claims.