13 per cent decline of repurchase plans could spell bad luck for Apple's future.
Apple has been accused of lacking innovation following the mixed feelings about the iPhone 5 release. However, it has since gone on to reveal a 7.9-inch iPad mini, though plenty of other companies have already made 'portable-sized' designs.
Apple has always had something of a cult following, but has experienced a dip in brand loyalty for the first time ever, according to Strategy Analytics, finding a 13 per cent decline of repeat purchase plans among iPhone owners in Western Europe.
Of course, it should be noted that a dominant 75 per cent of Apple handset users still expect an iPhone purchase encore.
There was also a US-based decline, falling from 93 per cent in 2011 to 88 per cent in 2012.
Paul Brown, director at Strategy Analytics' User Experience Practice, said: "There is no doubt that Apple is continuing its success in retaining existing user base while attracting new customers.
"However, negative press prompted by a perceived lack of recent innovation by Apple has meant we are starting to see some growth in the number of previously highly loyal consumers who are now reconsidering whether or not they will purchase a new iPhone for their next device."
Taryn Tulay, analyst at Strategy Analytics' Wireless Device Lab, said: "It is the shift in the number of those who are unsure whether they will remain with the same brand for their next phone that Apple should be concerned about."
Presumably, users have lost faith in the brand after it decided to launch Apple Maps, which lost a string of locations.