67% of repeat iPad buyers kept their old iPads in the 12 months ending March 2024, compared to 41% of iPhone buyers.

67% of repeat iPad buyers retained their old iPads in the 12 months ending March 2024, compared to 41% of iPhone buyers who kept or handed down their previous iPhones. The behavior suggests unique aspects of iPad usage and customer loyalty, with many old iPads finding new life with family members or friends (1/3) versus 10% of old iPhones. The necessity of replacing old devices also differs, with 23% of iPad upgraders replacing due to loss, theft, or damage, compared to 6% of iPhone upgraders.