Apple device users keep them longer because updates are slower

Apple users are holding on to their devices for longer as update cycles get slower, according to data from Consumer Intelligence Research Partners (CIRP).

There has been a shift in behavior among Apple customers in recent years, with them increasingly choosing to keep their iPhones, iPads, and Macs for longer periods of time before upgrading. In the most recent 12-month period, 71% of iPhone owners and 68% of Mac owners reported that their previous device was more than two years old, up from 63% and 59%, respectively, in 2020.

In the specific case of Macs, CIRP points to a significant increase in the length of time users are keeping their devices. Today, 56% of Mac customers keep their laptops or desktops for three years or longer, up significantly from 40% in 2020. This trend has led to a decline in shorter life cycles, with fewer users keeping their Macs for less than three years. CIRP’s research suggests that the transition to Apple Silicon, which began in 2020 with the introduction of the M1 chip, played a key role in this change. ‌Apple Silicon‌ has delivered significant improvements in performance and energy efficiency, making Macs more capable of handling demanding tasks for several years.

Age of previous Mac for Apple customers purchasing a new Mac (12 months through March each year)

The economic impact of the COVID-19 pandemic has likely also affected consumer behavior. In the early stages of the pandemic, there was a surge in demand for technology to support remote work and online education, but economic uncertainty has since set in and many consumers have become more cautious about spending, opting to maximize the life of existing devices rather than invest in new ones. Improvements in MacBook battery life have also reached a satisfying threshold for many users, further reducing the incentive to upgrade frequently.

This phenomenon was also noticed by BloombergMark Gurman of ‘s, who recently said that the percentage of iPhone and Mac users whose previous device was more than two years old has increased dramatically. He attributed the change to several factors, including fewer essential features in new models, increased durability and reliability of devices, and changing user needs. The increased reliance on streaming services and web apps means that for many users, their current devices remain sufficiently powerful and capable for everyday tasks. As a result, traditional motivations for frequent upgrades, such as the need for better cameras, more storage, or faster processing speeds, have diminished.