Apple faces growing pressure as a new consumer survey shows iPhone purchase intent has hit its lowest point in five years. While the brand remains popular, fewer users are planning to upgrade their devices soon — a signal that demand is cooling.
Purchase intent falls in key regions
According to a UBS study conducted across five major markets, only 17% of U.S. consumers plan to buy an iPhone in the near future. That’s down from 18% last year and the lowest since 2018. In China, interest has dropped even more sharply, falling from 22% to 16% in one year.
Why are users holding back?
One reason is the longer lifespan of current iPhone models. On average, Americans now keep their iPhones for nearly 23 months, up from 21 months a year ago. Better hardware, stable software updates, and economic uncertainty are all contributing to delayed upgrades.
Apple loyalty stays strong
Despite weaker purchase intent, Apple’s customer loyalty remains solid — especially in the U.S., where nearly 9 out of 10 users say they’ll stick with the brand. In China, brand loyalty is lower but still notable at around 75%.
Impact on Apple stock and future outlook
The dip in demand has prompted UBS analysts to maintain a cautious view on Apple shares. While the company remains strong financially, its growth outlook is less certain in a market where upgrade cycles continue to stretch.
What to watch next
Apple’s upcoming product announcements, especially around the next iPhone generation, will be critical. If innovations fail to reignite excitement, the trend of slower upgrade cycles may persist into 2026.
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