Every year, Apple attracts Android smartphone users to its platform. But, according to an American study, there was no significant increase in 2023.

In 2023, Apple has positioned itself as the world number one in smartphones, ahead of Samsung, for the first time. Indeed, while sales of Galaxy smartphones have collapsed, Apple has held on, thanks to growing consumer interest around the world for premium devices. But if you think Apple was able to increase its sales in 2023 by attracting more Android users, you might be wrong. In any case, in the United States, according to a study carried out by CIRP, the percentage of Apple customers who owned an Android device was not particularly high.

As CIRP explains, in the United States, the vast majority of people who buy an iPhone already use the iOS platform before making this purchase. But there are also a relatively small, but measurable, number of people making the switch from Android to iPhone. And regarding the American market, no significant increase has been observed recently. It’s quite the opposite. Indeed, while 15% of iPhone buyers in 2022 in the United States were former Android users, this rate will only be 13% in 2023. But as the CIRP study only concerns the United States, caution is required.

Towards premiumization of the market

In any case, at the global level, we are currently witnessing a premiumization of the smartphone market. In other words, more and more people prefer to buy high-end devices, instead of mid-range. And since Apple specializes in this segment, this trend can help it increase its sales.

“Apple’s continued success and resilience is largely due to the growing trend toward premium devices, which now account for more than 20% of the market, fueled by aggressive trade-in offers and no-interest financing plans.” , for example commented Nabila Popal, research director at IDC, in a report on smartphone shipments in 2023.

This premiumization was also observed by the company Counterpoint Research. In a report, he mentions a 6% growth in sales of smartphones priced over $600 worldwide. Varun Mishra, senior analyst, explains that the importance of smartphones in people’s lives means that there is a growing tendency to buy expensive devices that last longer. Furthermore, in certain emerging markets, owning a recent premium smartphone has become a social marker.

• In 2023, Apple dominated the smartphone market thanks to a surge in iPhone shipments, while Samsung was in sharp decline
• However, an American study shows that in the United States, the percentage of people switching from an Android to an iPhone has remained stable
• In any case, as more and more people around the world become interested in high-end devices, Apple has an opportunity to boost its sales