Shortly after the release of Apple’s new iPhone 15 and iPhone 15 Pro, skeptics were quick to point out flaws with the new devices, not limited to experience-ruining issues such as overheating and durability.
Despite the pushback from skeptics, new research has found that there is a solid demographic that remains incredibly loyal to Apple’s (AAPL) -) iPhones - and it’s not tech nerds, either.
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Apple's most loyal demographic isn't tech nerds, exactly
According to new data from investment bank Piper Sandler, the iPhone has an incredibly brand loyal base of teenagers in the United States. In their 46th semiannual report on the consumer trends of young people, they found that 87% of teenagers they surveyed own an iPhone and that 88% of them plan to have an iPhone as their next phone.
Piper Sandler’s report surveyed approximately 9,200 teenagers, whose average age was 15.7, with an average household income of $70,725.
"These trends are encouraging as the company continues to introduce new iPhones — proving the overall stickiness of the product portfolio," Piper Sandler said in their report. "We think these positive trends can also be a catalyst for further services growth as well, as the install base for Apple hardware continues to grow."
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Teenage loyalty to Apple does not end at the iPhone. The seamlessness of services and products using the iPhone’s ecosystem attracts teenagers to them. Per the data, over 42% of teens said that they use Apple Pay and 34% said they own an Apple Watch.
Though it seems that the Cupertino-based company has an unbeatable streak, there is one Apple service that teens have not fully adopted; more than 70% of teens surveyed used Spotify, while less than 40% have used Apple Music.
Dominance has a dark side
Apple’s dominance with the young, impressionable and fiscally irresponsible, some argue, is due to something much darker than ease-of-use or cool product design.
Some tech industry figureheads such as Google (GOOGL) -) Senior Vice President Hiroshi Lockheimer figure that this dominance is due to what they call “peer pressure and bullying,” especially after a 2022 Wall Street Journal report revealed that some young people feel social pressure to buy iPhones over Android-based competitors such as Samsung (SSNLF) -) or Google's Pixel line because iPhone text messages appear in blue.
iMessage should not benefit from bullying. Texting should bring us together, and the solution exists. Let’s fix this as one industry. 💚💙 https://t.co/18k8RNGQw4
— Android (@Android) January 8, 2022
In response to Lockheimer’s 2022 post on X, formerly known as Twitter, the official account for Android posted “iMessage should not benefit from bullying. Texting should bring us together, and the solution exists. Let’s fix this as one industry.”
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