Can hero handsets still drive consumer mobile switching?

TLDR version: Apple is shortly expected to announce a new range of iPhones. For telcos, an iPhone launch is an opportunity to secure existing customers and win subscribers from competitors. The launch of a new iPhone triggers an annual peak in consumers’ interest, but the response appears more muted in recent years when compared to the heyday of models like the iPhone 5. We believe ‘hero handset switchers’ are an exclusive and elusive group, with implications for how telcos should approach the next major launch.

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