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Les consommateurs moins nombreux à prévoir d’acheter un iPhone

Chiffres : 34% de consommateurs américains prévoient d’acheter un iPhone durant les 3 prochains mois, contre 44% en décembre 2013. Mais pour Piper Jaffray, les acheteurs diffèrent seulement leur acte d’achat dans l’attente de l’iPhone 6.


La fièvre iPhone est-elle en passe de retomber ? Ce n’est pas toute à fait la conclusion avancée par le cabinet Piper Jaffray qui a mesuré les intentions d’achats d’un panel de 1016 consommateurs américains.
Certes en mai, ils ne sont plus que 34% des sondés à faire part de leur souhait d’acheter un iPhone au cours des trois prochains mois, contre 39% en février et 44% en décembre. Ce recul ne traduit toutefois pas nécessairement un désintérêt devant être interprété comme un désaveu pour Apple.
Un cycle normal pour l'iPhone
Ces fluctuations des intentions d’achat sont d’après l’analyste Gene Munster tout à fait prévisibles. Ainsi, la part de consommateurs prévoyant de passer à l’acte d’achat est généralement la plus forte à la sortie d’un nouveau terminal.
Ventes trimestrielles d'iPhone depuis 2007 (millions)iPhoneQ3 2007Q1 2008Q3 2008Q1 2009Q3 2009Q1 2010Q3 2010Q1 2011Q3 2011Q1 2012Q3 2012Q1 2013Q3 2013Q1 2014015304560Source Apple - via ZDNet.fr/chiffres-clesQ2 2008iPhone:1.703
Pour l’iPhone, ce chiffre a ainsi atteint son plus haut niveau en septembre (50%), c’est-à-dire juste après le lancement de l’iPhone 5S. Et pour Gene Munster, si les intentions d’achat fléchissent à 34%, c’est en grande partie en raison de la probable sortie d’un iPhone 6.
En clair, les consommateurs tendraient à différer l’acte d’achat dans l’attente du modèle de nouvelle génération – dont potentiellement un iPhone doté d’un plus grand écran. Un phénomène déjà observé pour les précédents iPhone.
Pour l’analyste de Piper Jaffray, la présentation de l’iPhone 6 devrait se traduire par une remontée en flèche des intentions d’achat au niveau de 50%, voire au-delà si Apple confirme les rumeurs autour de la taille de son smartphone.

 Par La rédaction de ZDNet.fr

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