Apple Inc. (NASDAQ:AAPL) seems to be recovering from a disappointing 2016. According to new data by Consumer Intelligence Research Partners (CIRP), the company has registered steady user base growth for its iPhone in US markets. Sales of the iPhone went up 1% from last year and reached 136 million active iPhones at the end of the first quarter.

But the tech giant’s growth has slowed

As Apple celebrates its improvement, CIRP notes that the company’s growth has not been as high as expected. The iPhone maker is a strong market player but it has been slowing in the addition of users every quarter. The situation can be linked to several factors according to Mike Levin.

The partner and co-founder of CIRP explained, “Many factors contribute to this, including the lengthening ownership cycle, a diminishing number of first-time buyers, and increased Android loyalty.”

Nonetheless, there is hope in the size of the user base. Levin says it is likely to create an opportunity for the setting up of the company’s next major area of growth. The Cupertino giant has so far made a record in getting customers running on its latest hardware. It has also pulled through with the upgrading of some of its newest units the most recent being the iPhone 7 and iPhone 7 Plus.

Apple’s creation of jobs

Despite all the challenges, the celebrated tech giant claims to have created close to 2 million jobs across all 50 states from 2016. It also claims to have increased its employee base from 76,000 in the previous year to 80,000. The increase of jobs has been linked to the App Store ecosystem, which was launched in 2008 and from which U.S. developers are said to have earned $16 billion from its sales.

In its growth ambitions, Apple is rumored to be working on the release of another three handsets as well as the creation of a new $1 billion fund for advanced manufacturing.

Meanwhile, Apple’s stock closed at $148.96 witnessing an increase of $2.43 or 1.66%.