Citi released survey findings showing consumers intend to shorten the time they keep smartphones, with holding periods now projected at roughly 2.1 to 2.7 years compared with previous estimates of 2.9 to 4.3 years across all regions surveyed.
The research points to a growing appetite for AI-enabled devices as an important factor behind the shift. In particular, owners of older iPhone models expressed an interest in gaining access to Apple Intelligence features, and across markets purchase consideration for Apple exceeded current ownership levels - a signal that could support share gains for the company.
Interest in form factor innovations and AI-capable handsets varied by market. Foldable smartphones registered strong consumer interest in the US and UK, while demand for AI-focused phones was strongest in China and the US, according to the survey results. The report also noted growth in Apple Services penetration, indicating deeper engagement with Apple’s ecosystem among users.
Turning to personal computers, stated purchase intentions pointed toward increased Mac share across all regions, accompanied by elevated interest in AI-capable PCs, with China and the US showing particularly strong demand for those models. Citi characterized this pattern as favorable for leading PC manufacturers, naming Lenovo (OTC:LNVGY), Dell (NYSE:DELL), Apple and HP (NYSE:HPQ) among the beneficiaries.
Tablet preferences held steady in the survey, with the iPad maintaining a dominant position in most markets. That said, Samsung, Google (NASDAQ:GOOGL), Xiaomi and Huawei received higher consideration in select regions, indicating pockets of competitive traction. Despite shifting purchase intentions toward Mac devices, Windows remains the dominant operating system for PCs, a dynamic the survey highlighted.
Overall, the survey outlines a market environment where shorter upgrade cycles and interest in AI features are reshaping consumer preferences across smartphones and PCs, while tablet demand appears comparatively stable.