hold
the
phone

iPHONE
DECADE OF DAMAGE

iPHONE® 10TH ANNIVERSARY DAMAGE REPORT
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$14
BILLION
how much Apple® fans have spent to repair and replace their phones since the iPhone was released on June 29, 2007
6X how much more likely iPhone users are to damage their phone than lose it or have it stolen

SIRI-OUS BRAND LOYALTY

  • 43%

    of current iPhone owners have only owned an iPhone

  • 44%

    plan to buy the
    newest model this fall

44% plan to buy the newest model this fall
GREATEST HITS
The iPhone 4 is the most popular “first iPhone” ever

iHATE IT WHEN THAT HAPPENS

Of the
47%

of current iPhone owners who have broken an iPhone:

  • 27%

    were on vacation

    27% were on vacation
  • 21%

    were playing a sport

    21% were playing a sport
  • 18%

    were drinking alcohol

    18% were drinking alcohol
  • 15%

    were snapping a photo

    15% were snapping a photo
COMPARING APPLES TO APPLES
Compared to other models, the iPhone 5c was 2x likelier to be crushed, while the iPhone 5s was a whopping 49% likelier to sustain water damage

TOO BEAUTIFUL FOR A CASE

49%

of iPhone owners who’ve damaged an iPhone reported that their screen cracked when:

  • 66%

    they were multitasking

    66% they were multitasking
  • 49%

    their iPhone fell less than 3 feet

    49% their iPhone fell less than 3 feet
  • 35%

    their iPhone was in a case

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  • 26%

    they were using a screen protector

    26% they were using a screen protector
BACK TO THE GENIUS BAR®
iPhone owners who have cracked a screen have done so an average of 2 times

THERE’S NOT AN APP FOR THAT

iPhone owners who were more likely to break their phone in the last 12 months:

  • 69%

    skydivers

69% skydivers
  • 57%

    use social media 4+ hours daily

    57% use social media 4+ hours daily
  • 46%

    commuters who walk, bike,
    or take public transit

    46% commuters who walk, bike, or take public transit
  • 16%

    household income of $100k+

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  • 16%

    under 5’4” tall (over 6” were 32% less likely to damage their iPhones)

    16% under 5’4” tall (over 6” were 32% less likely to damage their iPhones)