Apple’s Old iPhones

Apple finally gives customers a reason to upgrade their old phones.

Kieran Ryan

July 18, 2024

iPhone demand fell 10% globally in the first quarter of 2024.

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But it’s not a quality issue. New iPhone models regularly receive excellent ratings and reviews.

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Apple’s most significant problem with the iPhone is giving customers a reason to upgrade. According to a Bank of America survey of over one million iPhone users, 73% use an iPhone 13 model (released in Sept. 2021) or older.

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Apple’s push into AI is not just about the technology but also part of a broader strategy to give customers a reason to upgrade their old iPhones, since the AI technology will only be available on newer versions.

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iPhone sales are absolutely critical to Apple, accounting for 52% of its total sales in fiscal year 2023, and Gen AI could help them exceed growth targets by driving existing customers to upgrade each year.