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  • Apple fans are keen to upgrade their model as often as possible
  • Apple fans are keen to upgrade their model as often as possible
    damianmkv (2014) ©
CASE STUDY

iPhone for Life: a lesson in smartphone loyalty

Over four iPhones are bought every second. Sprint’s iPhone for Life plan lets Apple fans rent their favourite phone, and get an upgrade whenever a new model comes out. But what impact will it have on brand loyalty, and how does it reflect changing attitudes towards ownership?