the
phone
iPHONE
DECADE OF DAMAGE
iPHONE® 10TH ANNIVERSARY DAMAGE REPORT

BILLION how much Apple® fans have spent to repair and replace their phones since the iPhone was released on June 29, 2007
SIRI-OUS BRAND LOYALTY
-
43%
of current iPhone owners have only owned an iPhone
-
44%
plan to buy the
newest model this fall

iHATE IT WHEN THAT HAPPENS
Of theof current iPhone owners who have broken an iPhone:
-
27%
were on vacation
-
21%
were playing a sport
-
18%
were drinking alcohol
-
15%
were snapping a photo
TOO BEAUTIFUL FOR A CASE
of iPhone owners who’ve damaged an iPhone reported that their screen cracked when:
-
66%
they were multitasking
-
49%
their iPhone fell less than 3 feet
-
35%
their iPhone was in a case
-
26%
they were using a screen protector
THERE’S NOT AN APP FOR THAT
iPhone owners who were more likely to break their phone in the last 12 months:
-
69%
skydivers

-
57%
use social media 4+ hours daily
-
46%
commuters who walk, bike,
or take public transit -
16%
household income of $100k+
-
16%
under 5’4” tall (over 6” were 32% less likely to damage their iPhones)