While CIRP notes that Apple's installed smartphone base is higher than recorded activations, the figures show its share of new iPhone activations fell from 40% to 33% over the past year, suggesting a shift away from the higher market shares Apple enjoyed in previous years.
Historically, around the time when competitors like Blackberry and Windows phones were more prevalent, iPhone's activation share hovered around one-third. This increased steadily until the first year of the COVID-19 pandemic when various factors contributed to a spike in activations. However, Apple's iPhone share appears to have reverted to its long-term average, with two out of three new smartphone activations now from Android devices.
CIRP suggests the decline is due to the increased price of modern smartphones as well as better durability. While innovation has slowed, there has been a shift from two-year subsidized purchases to more transparent buying plans, which has prompted consumers to hold onto their devices for longer. This trend appears to impact iPhone sales more significantly than those of Android devices, suggesting Apple may need to adjust its strategy to regain market momentum.
The report covers a 12-month period ending each quarter and includes data from CIRP's quarterly survey of mobile phone customers. The aim of this approach is to remove the seasonal spikes typically associated with new device launches and holiday sales, providing a clearer view of ongoing trends, according to the firm.
We've been focusing on deals on physical products over the past few weeks, but Black Friday is also a great time of year to purchase a streaming membership. Some of the biggest services have great discounts for new and select returning members this week, including Disney+, Hulu, Paramount+, Peacock, and more.
Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
Tuesday November 25, 2025 7:09 am PST by Tim Hardwick
Apple's first foldable iPhone is expected to launch alongside the iPhone 18 Pro models in fall 2026, and it's shaping up to include three standout features that could set it apart from the competition.
The book-style foldable will reportedly feature an industry-first 24-megapixel under-display camera built into the inner display, according to a recent JP Morgan equity research report. That...
We're only a few days away from Black Friday, which will take place on Friday, November 28 in 2025. As always, this will be the best time of the year to shop for great deals, including popular Apple products like AirPods, iPad, Apple Watch, and more. In this article, the majority of the discounts will be found on Amazon.
Note: MacRumors is an affiliate partner with some of these vendors. When...
Singapore has ordered Apple to block or filter messages on iMessage that impersonate government agencies, requiring the company to implement new anti-spoofing protections by December as part of efforts to curb rising online scams, the Straits Times reports.
Singapore's Ministry of Home Affairs (MHA) said that it had issued an Implementation Directive to Apple under the Online Criminal Harms...
Thursday November 20, 2025 10:50 am PST by Joe Rossignol
iOS 26.2 is currently in beta testing. The upcoming update includes a handful of new features and changes on the iPhone, including a new Liquid Glass slider for the Lock Screen's clock, offline lyrics for Apple Music, and more.
In a recent press release, Apple confirmed that iOS 26.2 will be released to all users in December, but it did not provide a specific release date.
Keep reading...
On this week's episode of The MacRumors Show, we talk through all of the new features and improvements expected to come to next year's iPhone 18 Pro and iPhone 18 Pro Max models.
Subscribe to The MacRumors Show YouTube channel for more videos
Apple's next-generation iPhones are less than ten months away and we already have a good idea about what to expect based on corroborated leaks, rumors,...
Sunday November 23, 2025 8:48 am PST by Joe Rossignol
iOS 27 will reportedly have two major elements: quality improvements and new AI features.
In his Power On newsletter today, Bloomberg's Mark Gurman said that iOS 27 will be similar to Mac OS X Snow Leopard, in the sense that Apple is focused on improving "quality and underlying performance" over adding new features.
Gurman said there is one exception to this rule, though, as he expects...
American multinational news company CNN has abruptly pulled its content from Apple News, Semafor reports.
CNN quietly removed its stories from Apple News over the weekend and there is no longer a feed from the network to subscribe to in the app. This effectively ends its distribution agreement with Apple while the two sides negotiate new terms. Discussions are apparently ongoing and CNN's...
Monday November 24, 2025 10:25 am PST by Juli Clover
Apple is making progress on the development of the book-style foldable iPhone expected in 2026, according to a report from Chinese site UDN. The device has reportedly entered the engineering validation stage, and Apple is gearing up for mass production.
Citing supply chain sources, UDN says that Apple has solved "the crease problem" that has plagued most foldable smartphones, and the...
Here is an idea that will never happen. Remove the Non-Pro iPhones and simply go back to selling "iPhone" and "iPhone Max"* or whatever you want to call it at a more competitive price point and the previous gen on a discount.
People may say "But I don't want to pay extra for "Pro" features that I don't need" but that is exactly the point, you should not have to pay extra to get the latest generation, it would simply be the latest iPhone and thats it. Remember "iPhone XS and iPhone XS Max" - no additional "Pro" nonsense.
not surprised. Apple has proposed the same phone for half a decade with little to no innovation other than name change, anti-consumer choices (old cpu in non-pro version, extortionate pricing models etc). The market reacted and it will react even more if Apple doesn’t change their ways. And their syrategy to rely on subscriptions and services will be hindered significantly by the European Union as well as legislation from other countries. Apple should focus on what it used to be good at: excellent hardware and great software.
As prices rise, buyers scrutinize value proposition harder. "Wow! Now it costs $X,XXX. Can I get another year out of an 'almost as good' <thing> I already own?"
Apple needs higher pricing to keep the "another record quarter..." announcements train rolling down the track. Pleasing Wall Street (and especially the recurring spin of 'another record quarter') seems like it rules all decision-making these days... which is why so many decisions can feel "greedy" more than anything else. There is some price tier(s) where a segment(s) of even historical fans opt out and/or kicks the can for another year or three.
Consumers need a perception of greater value in new releases... a "bargain" if you will through a consumer lens... and not just in iPhone but in all Apple products. Instead, it feels like the Corp has forgotten where the revenue flow starts... and/or that another way to delight shareholders is as a byproduct of happier customers being moved to buy more stuff instead of maximizing profit on every single transaction.
I'm a 20+ year Apple everything guy in need of an updated MB. I was ready to buy on launch day of M2 MBair until I configured it as I wanted it. Unlike PCs where there is robust competition for upgrade "parts", Apple upgrade pricing is relatively ridiculous. So that easy Mac sale did not occur... nor have I "come around" since that launch... even at refurb offerings (10%-15% off "ridiculous" is still relatively ridiculous). Instead, I purchased a $55 third party battery to reinvigorate the existing MB for another year or two. This has me fully considering a PC laptop instead of MB. 5+ years ago the ONLY choices could have been MBpro vs. MBair. Now a PC is firmly in consideration.
What is the whole OCLP thing about? A hack to let people squeeze more years out of the aging Macs they already own. Is a very security-minded crowd turning to a third party hack so they can upgrade macOS which- among other things- promises more security (against hacks)? Think about it: choosing a fundamental hack for better protections against hacks. And then there's the other thought: look there, aging hardware CAN readily run macOS updates beyond when the Corp chooses to cut them off. With that hard proof, why doesn't the Corp just extend some useful life value? [rhetorical: we know]
5+ years ago when I had to run anything in Windows, I'd run it in a Mac via Bootcamp. Now, I've added a PC desktop for "old fashioned bootcamp" since ARM Windows is not full Windows.
5+ years ago, all of my computing would be done on an Apple-branded screen. I'm viewing this post on a Dell 5K ultra-wide screen. Why Dell? Much more screen R.E., multiple inputs to support "old fashioned bootcamp" too and a built-in hub with many 2024 useful ports instead only 3 of one type. Looks fantastic with the Mac I have AND the PC (and has 2 more inputs should I want to use it with anything else).
3+ years ago, I would only consider AirPods for buds. When my APP2s wore out and rumors of APP4s flying, I decided to try some $20-but-well-rated cheapies on Amazon to try to bridge the gap. They look, feel, sound and work as well as the old $169 APPs. So now AirPods is no longer a "must-or-bust" purchase.
HomePods? Nope, I chose the much more flexible and open Sonos for smart speakers, which work as well with Mac, Siri, Home, Airplay, Music, etc... and already offer Apple fan wants like true surround sound setups and soundbars. Sonos pricing is very much like Apple pricing. So unlike the buds proposition, Sonos was not about price but about relative VALUE for about the same money.
Similarly, that Dell monitor cost about the same as an ASD with stand option or an iMac 27" which had the same ASD monitor in it + an entire Mac + keyboard + mouse in box too. Again, the message is consumer VALUE.
These are the kinds of things that happen for some of us when a CORP goes too far towards pleasing shareholders at the (ever growing) expense of customers. We start considering OTHER options, try OTHER things and realize that our tech itches can mostly get scratched as well- or better- with other products... and/or at lower-to-much-lower prices. That "old fashioned bootcamp" PC purchase got me a gaming PC with TEN TBs of fast SSD and 32GB or RAM for LESS than only the 8TB upgrade price of Apple SSD (alone... not counting the Mac or RAM). AAA gaming??? It's already thoroughly established on PCs... as are countless other great apps NOT available for Mac.
While I did NOT expect it at all for only $20, I've owned the "temporary" buds for 2 months now and they are at least as great in my objective opinion as the $169 APP2s they replaced. I consider that shocking as an Apple guy... but ears don't lie.
5+ years ago, my household looked like an Apple store. Now there's only some Apple stuff. Hopefully in 5 more there's still at least something Apple. The trend is not their friend in this microcosm. How to "fix" it? Show me more consumer value for the money... like it seemed up to about 2015-17 or so... when the Corp margin target was >7% lower than where it is in 2024. Maybe I'm alone in such thinking?
