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.
Wednesday December 24, 2025 8:40 am PST by Joe Rossignol
In select U.S. states, residents can add their driver's license or state ID to the Apple Wallet app on the iPhone and Apple Watch, and then use it to display proof of identity or age at select airports and businesses, and in select apps.
The feature is currently available in 13 U.S. states and Puerto Rico, and it is expected to launch in at least seven more in the future.
To set up the...
Tuesday December 23, 2025 8:36 am PST by Joe Rossignol
While the iPhone 18 Pro and iPhone 18 Pro Max are not expected to launch for another nine months, there are already plenty of rumors about the devices.
Below, we have recapped 12 features rumored for the iPhone 18 Pro models.
The same overall design is expected, with 6.3-inch and 6.9-inch display sizes, and a "plateau" housing three rear cameras
Under-screen Face ID
Front camera in...
Monday December 22, 2025 11:30 am PST by Juli Clover
Apple hasn't updated the Apple TV 4K since 2022, and 2025 was supposed to be the year that we got a refresh. There were rumors suggesting Apple would release the new Apple TV before the end of 2025, but it looks like that's not going to happen now.
Subscribe to the MacRumors YouTube channel for more videos.
Bloomberg's Mark Gurman said several times across 2024 and 2025 that Apple would...
Wednesday December 24, 2025 9:27 am PST by Juli Clover
2026 is almost upon us, and a new year is a good time to try out some new apps. We've rounded up 10 excellent Mac apps that are worth checking out.
Subscribe to the MacRumors YouTube channel for more videos.
Alt-Tab (Free) - Alt-Tab brings a Windows-style alt + tab thumbnail preview option to the Mac. You can see a full window preview of open apps and app windows.
One Thing (Free) -...
Monday December 22, 2025 8:47 am PST by Joe Rossignol
Earlier this month, Apple released iOS 26.2, following more than a month of beta testing. It is a big update, with many new features and changes for iPhones.
iOS 26.2 adds a Liquid Glass slider for the Lock Screen's clock, offline lyrics in Apple Music, and more. Below, we have highlighted a total of eight new features.
Liquid Glass Slider on Lock Screen
A new slider in the Lock...
Apple reportedly tested a version of the first-generation AirPods with bright, iPhone 5c-like colored charging cases.
The images, shared by the Apple leaker and prototype collector known as "Kosutami," claim to show first-generation AirPods prototypes with pink and yellow exterior casings. The interior of the charging case and the earbuds themselves remain white.
They seem close to some...
Tuesday December 23, 2025 5:21 am PST by Tim Hardwick
Apple's first foldable iPhone, rumored for release next year, may turn out to be smaller than most people imagine, if a recent report is anything to go by. According to The Information, the outer display on the book-style device will measure just 5.3 inches – that's smaller than the 5.4-inch screen on the iPhone mini, a line Apple discontinued in 2022 due to poor sales. The report has led ...
Tuesday December 23, 2025 11:55 am PST by Juli Clover
Samsung is working on a new foldable smartphone that's wider and shorter than the models that it's released before, according to Korean news site ETNews. The "Wide Fold" will compete with Apple's iPhone Fold that's set to launch in September 2026.
Samsung's existing Galaxy Z Fold7 display is 6.5 inches when closed, and 8 inches when open, with a 21:9 aspect ratio when folded and a 20:18...
Wednesday December 24, 2025 7:24 am PST by Joe Rossignol
With the end of 2025 near, the time has come to look back at the devices and accessories that Apple discontinued throughout the year.
Most of the products that were discontinued this year were simply replaced by a new model with an updated chip. However, the iPhone SE line was entirely discontinued when the iPhone 16e launched, and the iPhone Plus line is being phased out.
Below, we have...
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?
