Consumers waiting for new iPhone to buy smartphone

Friday 29 August 2014 | 12:32 CET | Background

Rumours of the impending arrival of a new iPhone are making some consumers hold off on buying a new phone, according to research by Telecompaper. Apple is reportedly preparing to launch not just one new iPhone, but two: a 4.7-inch version and a bigger 5.5-inch model of the iPhone 6. 

In the first quarter of 2014, Apple had almost a quarter (23%) of the Dutch smartphone market. The latest version of the iPhone was launched last September, including the premium iPhone 5s and cheaper iPhone 5c. Together with reduced-price versions of older models, Apple sold in total almost 130 million iPhones in the first nine months of its fiscal year. 

Apple is expecting strong sales for the newest generation of the iPhone. According to a recent report from The Wall Street Journal, the company has ordered 70-80 million units of the phone from its suppliers in order to meet the expected strong demand in the last quarter of this year around the holidays. 

The first 'phablet' iPhone, with an expected 5.5-inch screen, is also likely to generate fresh demand. With the last generation of the iPhone, the 5s and 5c, only 50-60 million units were produced in the first run, according to the paper's sources.

Ahead of the expected launch of the new iPhones this autumn, 11 percent of Dutch consumes said they're waiting to buy a new phone, according to a survey by the Telecompaper Consumer Panel of almost 2,200 people in July and August. 

The 20-29 year-old age group is most keen to get the new Apple phone: 17 percent said they are delaying the purchase of a new smartphone until after the introduction of the new iPhones. This share was much lower among 50-65 year-olds, at 7 percent. 

Across all age groups, a total 6 percent said they are 'certain' to buy an iPhone 6 and 5 percent said they will wait to buy a phone until after the launch of the new iPhone.

Men are more likely to wait for the new Apple smartphone than women, at 15 percent versus 9 percent. In contrast, 24 percent of men said they don't want an iPhone, versus only 19 percent of women.

Earlier research by Telecompaper in March found that the Dutch are largely positive about Apple's iOS. Overall, the Dutch are not dissatisfied with the operating system.

Among those who plan to buy a new smartphone yet this year, 40 percent said they would wait until after the iPhone 6 is announced. Around a quarter (26%) said they've already decided to buy the new iPhone, while 14 percent said they will wait to see what the new phone is like before making a decision.


This research is based on the Telecompaper Consumer Panel. The survey was conducted in July and August (n=2,200). Panel participants are aged 12-80, and results are stratified according to age, gender and education. For more information about panel research opportunities, please contact research@telecompaper.com.

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