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Apple not a premium consumer brand?

Jan 07, 2013

FORTUNE -- With a large stable of well-designed, bestselling products that don't come cheap, isn't Apple already a premium consumer brand?

According to a report out last week from Toni Sacconaghi, a Bernstein Research analyst, not quite, or at least, not yet. While Apple (aapl) already has a fervent following, it technically lacks the "high customer repurchase intention" associated with brands of this type, like Nike (nke), Louis Vuitton, and Saks (sks).

That's changing quickly. A consumer survey also conducted by Bernstein Research seems to back that up: 95% of current iPhone users in Europe and North America plan on repurchasing an iPhone now, and 85% of iPad customers plan on repurchasing another iPad some time down the line as well.

MORE: The case for a new, cheaper iPhone

As the hyper-growth company of the last five years, largely propelled by the iPhone and iPad lines, less than 50% of Apple's actual profits currently come from repeat customers, but given those survey results, the inflection point should arrive some time in 2015.

Interestingly enough, Bernstein Research also surveyed other smartphone users and found that 75% of Android users plan to repurchase another  Android device, 58% of BlackBerry users plan on doing similarly, while just 37% of Windows phone owners intend on sticking with the platform.



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