A recent survey has unveiled that nearly 70% of iPhone owners in the United States are poised to upgrade to the highly anticipated iPhone 17 model. This finding indicates robust demand ahead of Apple's upcoming product unveiling scheduled for its keynote event on September 9. Conducted by smartphone price comparison platform SellCell, the survey gathered insights from over 2,000 U.S.-based iPhone users in August to gauge interest in upgrading and brand loyalty prior to the launch.
The survey results reveal that 68.3% of current iPhone users plan to purchase an iPhone 17 model at launch, reflecting a significant increase from the 61.9% recorded before the iPhone 16 launch in 2024. The anticipated lineup includes the iPhone 17 Pro and iPhone 17 Pro Max models, which are projected to capture 38.1% of planned upgrades. Meanwhile, 16.7% of respondents expressed interest in the standard iPhone 17, and 13.5% are keen on the all-new iPhone 17 Air, touted for its ultra-thin design. Notably, only 3.3% of users are specifically waiting for a foldable iPhone, a product Apple has yet to introduce.
The survey also highlights that 72.9% of users report feeling more satisfied with their iPhone today compared to previous years. However, 27.1% believe that Apple has lost its competitive edge against rival smartphone manufacturers. In terms of upgrading motivation, battery life stands out as the most critical factor, with 53% of respondents citing it as their top reason for considering an upgrade. Other influential factors include new designs and features (36.2%), display improvements (34.3%), camera enhancements (28.1%), and AI and software upgrades (7.1%).
Despite the strong intention to upgrade, price remains the primary barrier for many users, with 68.9% listing cost as the main reason for not moving forward with an upgrade. Additionally, 71.7% of participants expressed satisfaction with their current iPhone model. A smaller percentage of users indicated their hesitation due to interest in foldables (7.5%), discomfort with eSIM technology (6.6%), or a desire to switch to Android (5.3%). The emergence of foldable devices from competitors such as Samsung and Google poses a potential threat to Apple's market share.
Brand loyalty remains remarkably strong, with 69.6% of respondents indicating they plan to continue with Apple regardless of competing products. When faced with a choice between device thinness and battery capacity, 47.5% of users stated they would accept shorter battery life for a thinner design, while 29.7% expressed no interest in ultra-thin phones. Furthermore, 44% of iPhone users regard Apple Intelligence as a very important feature, while 33% indicated that AI does not matter to them. In a question regarding AI leadership, 44% of users named Apple, while 6.6% selected both Samsung and Google, and 10% stated no brand currently leads in the AI space.
The potential for price increases could significantly influence upgrade decisions, with 36.8% of users stating they would delay upgrading if prices rise sharply, while 29.2% would base their decision on the magnitude of the increase. Only 34% of respondents indicated they would proceed with their purchase regardless of price changes. This survey was conducted using an online platform, with responses collected in August 2025 from a sample of over 2,000 U.S. adults currently owning an iPhone.
The eagerly anticipated iPhone 17 lineup is set to be announced on Tuesday, September 9, and the market eagerly awaits how Apple will respond to the competitive pressures in the smartphone landscape.
Tag: SellCell
