Apple labels iPhone 6s Plus and iPhone XS Max as "obsolete": The rise of "die-hard" users and strategies for dealing with them

Apple labels iPhone 6s Plus and iPhone XS Max as "obsolete": The rise of "die-hard" users and strategies for dealing with themOn November 15th, Apple announced that the iPhone 6s Plus and iPhone XS Max would be classified as "obsolete" models. This means these phones will no longer receive system updates or any repair services, even if users are willing to pay

Apple labels iPhone 6s Plus and iPhone XS Max as "obsolete": The rise of "die-hard" users and strategies for dealing with them

On November 15th, Apple announced that the iPhone 6s Plus and iPhone XS Max would be classified as "obsolete" models. This means these phones will no longer receive system updates or any repair services, even if users are willing to pay. While this "planned obsolescence" strategy may not significantly affect users who frequently upgrade their phones, it poses real challenges for the growing population of "die-hard" users who prefer to stick with their older devices. Why is the phenomenon of "die-hard" phone users becoming increasingly prevalent, and how should phone manufacturers respond?

What are "die-hard" phone users?

"Die-hard" phone users are those who continue to use older phone models for an extended period, resisting upgrades. They may do so for various reasons, such as software compatibility issues or the smooth operation of their older phones. However, the criterion of "upgrading every few years" is too vague, so a clearer definition is needed. According to Tencent Marketing Insights and Ipsos's "2024 Mobile Phone Industry Consumption Trend Insights," over 60% of users have a purchase cycle of 2-4 years (24-48 months), with more consumers replacing their phones every 2-3 years. Therefore, we can define a "die-hard" phone model as one that has been released for over three years or has had three generations of successors released, yet still maintains a large user base. Examples include the Xiaomi 6, Xiaomi 8, iPhone 8, and iPhone 11 Pro.

However, the "die-hard" user phenomenon is not limited to brands known for long system support. The iPhone 13, Xiaomi 12s, OPPO Find X3, Huawei Mate 40, P50, and even the Samsung S21 and many domestically produced phones equipped with the Snapdragon 778G processor, all boast a significant number of "die-hard" users.

Take the iPhone 13 Pro as an example. Its A15 Bionic chip remains powerful even today; unless engaged in prolonged, intensive gaming, its performance is virtually indistinguishable from the iPhone 14 and iPhone 15. Furthermore, the ProMotion adaptive high refresh rate screen, exclusive to the Pro series, gives the iPhone 13 Pro a unique competitive edge compared to newer iPhones in the same price range. The iPhone 13 Pro's status as a "die-hard" phone is inextricably linked to its exceptionally long system update support and the incremental improvements ("pixel-level" innovation) of the iPhone 14 and iPhone 15. If Apple's AI hadn't imposed minimum RAM requirements, the iPhone 13 Pro might have continued to be usable for several more years.

The Xiaomi 12s, another "die-hard" model, offers an excellent camera experience thanks to its flagship processor and Xiaomi's continuously improving imaging system, all at a relatively affordable price. For users seeking high value for money, the Xiaomi 12s easily meets their needs for several years. Additionally, the slower update pace of the MIUI system in the past two years has encouraged many users to stick with this phone.

The Huawei Mate 40 presents a unique case. Equipped with the Kirin 9000 chip, it's particularly valuable in the context of global semiconductor shortages, making it a sentimental favorite for many loyal Huawei users. While the P60 and Mate 60 series continue Huawei's flagship line, the Mate 40's "die-hard" status is linked to its release at a critical juncture in Huawei's development, carrying deeper user sentiment and market significance. The launch of the Mate X series also provided a reason for some older Mate series users to upgrade.

The deeper reasons behind the "die-hard" phenomenon: innovation bottleneck in the smartphone industry

Beyond specific brands, the frequent occurrence of the "die-hard" phenomenon in the smartphone industry is superficially due to users' decreased interest in new models, leading to a large market share for older models. However, the root cause lies in the combination of hardware over-performance, a lack of groundbreaking innovation in new models, changing consumer attitudes, and economic factors.

Firstly, current smartphones generally have excessive performance. Even models from a few years ago can smoothly run everyday applications like WeChat and Alipay. While "die-hard" models lag behind current flagships in gaming performance, given the power consumption of Qualcomm's flagship chips, the difference in gaming performance without external cooling mainly comes down to "who hits the thermal limit first."

Secondly, the reduced perceived value of new models has fueled the spread of the "die-hard" phenomenon. Highly homogenous designs and features mean new phones lack disruptive hardware innovation. The portability of AI functions allows some "die-hard" users to enjoy the same AI features as those on newer phones. For example, Samsung has pushed a series of "S24 exclusive" AI features to the S23 series, further weakening the competitiveness of new phones.

From a market perspective, the "die-hard" phenomenon reflects current challenges in the smartphone market. Intense competition and insufficient functional differentiation make it difficult for brands to stimulate consumer demand through incremental improvements. After years of mobile internet development, the growth space for new smartphone users is limited, the replacement cycle of existing users is lengthening, and market growth is facing challenges. In addition, the platformization and standardization of the second-hand market provide consumers with more choices, further weakening demand for new phones.

Addressing the "die-hard" phenomenon: strategic adjustments for phone manufacturers

Mobile phone transaction data during Double Eleven (Singles' Day) shows that consumers are not necessarily "resistant" to new phones, but the ever-increasing, even exorbitant prices of new phones in recent years make it difficult for consumers to "upgrade annually" as they once did. These inflated prices haven't yielded substantial improvements in user experience. For example, several years ago, brands bundled satellite communication capabilities into flagship models, raising average phone prices by nearly 400 yuan, yet only a handful of users have actually experienced this feature.

Instead of trying to eliminate "die-hard" users, phone manufacturers should focus on user needs, concentrating on price and experiencethe two aspects users care most about. Apples yearly incremental iPhone updates have become a "brand characteristic." If Apple wants to win back "die-hard" users, its priority shouldn't be launching similar flagship phones but lowering the cost of ownership, such as increasing trade-in values and resale value. Currently, Apple's official resale value is low, while Samsung offers 70% trade-in value, and even higher through platforms like Aihuishou (a recycling platform). Low official resale values make users think "I'm not losing anything by keeping it," encouraging them to remain "die-hard" users.

Ultimately, buying and replacing a phone is a consumer behavior. If a product doesn't sell, it's usually because of the "price." Rather than hindering older phone users with software updates, manufacturers should address the issue of excessively high phone prices. Cultivating brand loyalty through consistent system updates and attracting users to try new models with lower purchase costs is a more user-friendly "nail-pulling strategy."