Apple released its first-ever smartphone, the iPhone, in June 2007, and in September this year, iFans witnessed the launch of the sixth-generation iPhone 5. All iterations of the iPhone have enticed users; however, recent reports indicate that for the first time iFans' loyalty towards the iPhone is showing a downward trend.

A recent research conducted by Strategy Analytics reveals that 88 percent of U.S. iPhone owners are likely to buy another Apple smartphone, which represents a decrease from 93 percent last year. Similarly, the research also revealed that in Western Europe 75 percent of iPhone users are likely to buy another iPhone. This figure shows a drop of 6 percent when compared to 88 percent in 2011.

"There is no doubt that Apple is continuing its success in retaining existing user base while attracting new customers," said Paul Brown, director at Strategy Analytics' User Experience Practice. Brown further added "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."

The shift of loyalty may have arisen due to increased competition in the smartphone market. Currently, smartphone manufacturers like Samsung, Nokia, HTC, et al are aggressively launching new handsets providing a wide selection of smartphones for a potential buyer.

"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," said Taryn Tulay, an analyst at Strategy Analytics.

Google's Android holds over half of the mobile operating system market. Smartphone makers like Samsung, HTC, LG, etc. are popular brands which offer an array of handsets from entry-level to top-end models. By contrast, the Apple smartphone portfolio only comprises the iPhone.

If you're an iPhone user would you want to buy another iPhone in the future, or would rather jump ship and buy a smartphone manufactured by another brand?