Apple (NASDAQ:AAPL) is seeing weakening iPhone purchase intent in the U.S., according to new data from UBS Evidence Lab, even as interest in China unexpectedly improved.
The survey, which gathered responses from more than 7,500 smartphone users across five major markets, found that 12-month U.S. iPhone purchase intent slid by roughly 400 basis points to about 20%, marking the lowest level in five years. Meanwhile, purchase intent in China rose about 300 basis points to roughly 20%, a result UBS characterized as surprising.
Across other regions, shifts were far more modest: the UK saw a 100-basis-point increase, Germany was unchanged, and Japan recorded a 100-basis-point decline. The average age of active iPhones held steady at 22.9 months, matching the highest level recorded in the survey’s history.
Sentiment toward Apple’s new AI-driven features—Apple Intelligence—was mixed. About 29% of respondents said the upgrades would prompt them to replace their devices sooner, while 28% said the features would not influence their plans at all.
Interest in a potential foldable iPhone also strengthened. “Net interest,” defined as the gap between those who are interested and those who are not, climbed around 300 basis points from the previous survey to approximately 40%, with U.S. consumers contributing most of the momentum at roughly 39%.