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Fluent survey: Apple has a strong core business, but ….

Fluent, an ad tech company, has released a report on Apple products, which surveyed 2,144 Americans to better understand their views of Apple products—the iPhone in particular. The survey results confirmed the belief that Apple has a strong core business, but also demonstrated that consumers are divided on the extent to which Apple will continue to lead its competitors. According to Fluent:


  • Thirty-eight percent of Americans said they most regularly use an iPhone. This trails Android devices by only seven percentage points.
  • iPhone owners plan to buy new iPhones. Eighty-seven percent of iPhone users say they will purchase another iPhone for their next purchase, higher than 74% of android users saying they will purchase another android device.
  • iPhone owners are more likely to upgrade their phone in the next year. Forty-nine percent say they definitely or probably will upgrade their phone in the next year versus 45% of Android users.
  • iPhone users prefer Apple apps, with the notable exception of maps. iMessage (57%) is the top messenger app and Apple Camera (61%) is the top camera app with iPhone users, but Google Maps is still most popular (69%) with iPhone users.
  • iPhone users will upgrade to the iPhone 7. Over half (51%) of iPhone users said they definitely (23%) or probably (28%) will purchase the new iPhone 7 or 7 plus when it comes out.

However, despite this overwhelming success with iPhone users on a number of metrics, Apple seems to be teetering on the edge of losing its grip of its position on top of the tech mountain. Americans are nearly evenly divided on:

  • Whether Apple is the best technology device manufacturer in the world (49/51% Yes/No)
  • Whether Apple is worth a price premium (45/55% Yes/No)
  • Whether Apple’s competitors have gained ground (56/44% Yes/No)
  • Whether Apple’s smartphones are different from others available (56% Different/44% Similar)

What’s more, expectations for upgrades on the next generation of Apple devices are tempered, as less than 3-in-10 think the next update to the line of any of Apple’s products will be a major upgrade.

The features consumers say they want most in the next iPhone — wireless charging (34%) and full waterproofing (17%) — are already being advertised as features on Samsung’s new flagship Android competitor. Fluent says the open question remains: How will Apple transform how the world uses technology next? The answer may lie in automotive technology – either in consoles (29%) or self-driving cars (25%) and televisions (20%)—the type of products consumers would most like to see Apple make next.

You can find the full report here.

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Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.