How Will Apple Intelligence Impact iPhone Upgrade Cycle?

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How Will Apple Intelligence Impact iPhone Upgrade Cycle?

Sep 10, 2024

At its Worldwide Developers Conference (WWDC) earlier this year, Apple showcased its foray into GenAI, creating a positive initial excitement. As the dust from the event has settled now, the key question arising is how will the launch of Apple Intelligence impact the iPhone upgrade cycle. The question becomes particularly critical against the backdrop of lengthening iPhone holding periods. This is due to multiple reasons, including improvements in device durability, extended periods of software support, and innovations becoming incremental. As a result, upgrade rates in some of Apple’s key markets like the US and Japan remain historically low.

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Author

Varun Mishra

Varun is a Senior Analyst at Counterpoint Research based out of Gurgaon. In Counterpoint, he closely tracks mobile devices and ecosystem with a focus on Emerging Markets. He also tracks Global Refurbished Smartphone market. He started his career as a Consultant with Infosys Limited where he was able to identify strategic avenues for business growth through deep research and analysis of markets and companies in various domains. He holds a Master of Business Administration in Marketing from Institute of Management Technology, Ghaziabad and a bachelors degree from Coventry University, UK.