In a world increasingly dominated by smartphones, the ‘battle’ between the Android and iOS operating systems gains new insights with Apple’s recent financial data. The technology giant, known for the iPhone, continues to see a steady, albeit modest, flow of users making the transition from Android to iOS.
When analyzing iPhone purchases in the United States, there is an interesting trend in the CIRP numbers. In recent years, a small fraction of new iPhone buyers come from users who either purchased an iPhone as their first smartphone or migrated from an entry-level phone. In other words, the majority already had an iPhone. Additionally, only a small but significant percentage made the switch from an Android device to an iPhone.
iPhone buyers who previously used Android were 13% in 2023
Over the past five years, the percentage of iPhone buyers who previously used an Android has ranged from 11% to 15%. Last year specifically, around 13% of iPhone buyers in the United States reported making the switch from Android. It is a slight decrease compared to the 15% recorded in 2022, the peak of that five-year period.
Historically, Apple has struggled to capture Android users by making it easier to transfer photos and other data to iOS. However, the company has more recently relied on a more closed strategy. By creating barriers that hinder fluid communication between Android and iOS users, it indirectly encourages the switch to iPhone.
Intervention by European regulators has helped to break down some of these barriers. Which made the question of who switches Android less relevant, given the consistently low percentage of conversions. While attracting Android users is interesting, the real driving force behind Apple’s bottom line is its ability to retain current iPhone owners.
With more than 85% of iPhone sales coming from users who already owned a branded device, retaining these customers, convincing them to postpone replacing their old iPhone for another year, is of vital importance to the company.