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A study conducted by Strategy Analytics found Apple users are no longer as interested in sticking with the brand's products in the future.
The survey found 88% of current iPhone owners in the U.S. were likely to buy another Apple smartphone. But just last year the study reported 93% of customers willing to purchase a subsequent Apple product.
The decline in Apple loyalty can also be seen globally. The study found 75% of Western European users were likely to purchase another Apple handset, down from 88% in 2011.
Tech blog Tom's Hardware reports that Apple says there is a market for new customers, but negative press has led to the decrease in "customer interest" for future products.
Recent reviews of the iPhone 5 claimed customers were unhappy with the lack of innovation to the hardware since the release of the iPhone 4s.
"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," Taryn Tulay, an analyst at Strategy Analytics, tells Tom's Hardware.