According to Strategy Analytics' latest figures, loyalty for the iPhone has dropped in both the US and Europe. This marks the first time since the iPhone launched in 2007 that the number of iPhone users stating they'd either definitely, or will probably purchase their next phone from Apple has dropped, both in the US and Europe.

The latest figures from the Wireless Device Lab Report found that 88% of US-based iPhone owners planned on upgrading to another iPhone, which is down from 93% last year. Over in Europe, 75% would stay with the iPhone, down from 88% in 2011.

Strategy Analytics' director said that the new numbers show a continuing success for Apple, where they've been able to retain their existing user base, while attracting new customers. He did cite that negative press and accusations of a lack of innovation by Apple are pushing customers toward other products from different manufacturers like Samsung, for example.