Do you find yourself becoming less and less excited about Appleâs newest iPhone each year? If so, youâre not alone.
A recent study shows that folks are losing enthusiasm over the newest release of Appleâs flagship product, the iPhone, with each passing year.Â
Analysts at Citi Research Innovation Lab poured over Google search trend data covering the past 6 years, going as far back as the iPhone 5 which was launched in 2012. The data shows that while thereâs still that initial spike in Google searches surrounding each Septemberâs major Apple event, even that has been declining over the years.Â
“We observed there are significant spikes for web searches after the launch event each year. We also see the momentum has been decreasing over time,” says Citi. Analysts believe this data shows that âthe market has been maturing, and customers are getting less excited for each new generation of iPhone.â
Citi suspects what is likely happening is that âa slowdown in innovation and the saturation of iPhoneâ in an now busy smartphone market has led to this decreased enthusiasm.
A similar iPhone study by Statista released last month came to an identical conclusion. And this study was before Appleâs iPhone XS, XS Max, and XR announcement. Citiâs report confirms the decline in excitement for this year too.
While Apple updates the iPhone line each year, these upgrades do seem to become less significant with each passing iPhone model. In the earlier days of the iPhone, customers were treated to huge improvements to the smartphoneâs camera, screen, and other features. However, what felt revolutionary then has become standardized across the entire smartphone industry. Currently technology has been pushed to its limit. Personally, I went from upgrading my phone every 2 years to sticking with the iPhone 6S.
Itâs not all bad news for Apple, however. Analysts note that declining âexcitementâ based on how many people are searching Google for the latest iPhone each year doesnât automatically translate to declining sales. In fact, analysts still think âsingle-digitâ growth for the iPhone is âachievable.â
Looking over this chart, though, thereâs certainly a worrisome outlook for this yearâs iPhone line. While the iPhone 5 seems to have been far and away the peak of iPhone mania, the other major iPhone releases didnât follow a straight downfall. The iPhone X release last year peaked interest and clearly excited customers. Unfortunately, so far, this yearâs iPhone XS, XS Max, and XR lineup canât say the same. âExcitementâ as evaluated by Google search is at its lowest ever, even fairing worse than the more minor releases such as the iPhone 5S and 6S.
Itâs clear that Apple needs to something to get people excited about the iPhone again, before it does eventually start to correlate into lower sales.