Rising Demand for the iPhone 17 Lineup
A new survey suggests Apple could be heading into a very strong launch cycle for the iPhone 17. According to research conducted by smartphone price comparison site SellCell, nearly seven in ten iPhone users in the United States plan to upgrade to one of the upcoming models. The survey, which polled over 2,000 iPhone owners in August 2025, found that 68.3% intend to purchase an iPhone 17 at launch.
This figure represents a noticeable increase compared to the 61.9% recorded ahead of the iPhone 16 launch in 2024, indicating growing enthusiasm despite concerns around cost and competition. Apple is expected to unveil the new models during its September 9 keynote.
Pro Models Lead the Way
The iPhone 17 Pro and iPhone 17 Pro Max are set to be the most in-demand devices within the lineup. According to the survey, 38.1% of prospective upgraders are leaning towards one of the Pro models, while 16.7% plan to purchase the standard iPhone 17.
Perhaps the most intriguing data point is that 13.5% of respondents expressed interest in the iPhone 17 Air, which is expected to deliver an ultra-thin design. While not as dominant as the Pro models, early demand signals that Apple’s focus on lightweight, stylish hardware still resonates with buyers. Interestingly, only 3.3% of respondents are holding out for a foldable iPhone, underlining that while foldable technology generates headlines, it remains a niche interest among Apple’s customer base.
Satisfaction and Criticism of Apple
User satisfaction remains high, with 72.9% of those surveyed stating they feel happier with their iPhone now than in past years. However, Apple is not immune to criticism: 27.1% of respondents believe the company has “lost its edge” when compared with rivals like Samsung and Google.
This tension highlights Apple’s delicate balancing act — maintaining its reputation for premium design and software while competing with rivals pushing foldables, advanced AI tools, and aggressive pricing.
What Drives Upgrades?
Battery life emerged as the most important factor influencing upgrades, with 53% of users listing it as their top priority. This is a consistent theme across past surveys, underlining the central role endurance plays in user satisfaction.
Other upgrade drivers include:
New designs and features – 36.2%
Display improvements – 34.3%
Camera upgrades – 28.1%
AI and software enhancements – 7.1%
Notably, AI and software came last on the list. Despite Apple Intelligence being one of the company’s flagship features in recent updates, hardware-driven improvements still appear to dominate consumer thinking.
The Barriers to Upgrading
Cost remains the single biggest deterrent, with 68.9% of respondents listing price as the primary reason not to upgrade. Apple’s premium pricing strategy has long been a talking point, and with inflationary pressures still affecting global markets, affordability is a key consideration.
A large share of users — 71.7% — also reported being satisfied with their existing iPhone, reducing the urgency to switch. Other reasons for holding off include interest in foldables (7.5%), discomfort with eSIM technology (6.6%), and curiosity about switching to Android (5.3%).
The Foldable Question
Foldables are becoming a looming competitive threat. Samsung and Google already have established devices in this space, and the survey shows 20.1% of iPhone users would consider switching to Samsung and 10.2% to Google if Apple fails to launch its own foldable by 2026.
For now, however, Apple’s customer base remains loyal. Nearly 70% of respondents (69.6%) said they plan to stick with Apple regardless of what competitors release.
Thinness vs Battery Life
Apple’s design philosophy often prioritises thinness, and this survey sheds light on how consumers weigh this trade-off. 47.5% of users said they would accept a shorter battery life in exchange for a slimmer phone, while 29.7% said they are not interested in ultra-thin designs at all.
The iPhone 17 Air’s anticipated lightweight profile will test these preferences in the real world. Apple may need to carefully balance its design ambitions with battery performance, especially given how central endurance is to upgrade motivation.
Apple Intelligence and AI Perception
AI is becoming an increasingly important battleground in the smartphone space. When asked about Apple Intelligence, 44% of iPhone owners described it as very important, while 33% said it does not matter to them.
When it comes to leadership in AI, 44% of respondents named Apple, with Samsung and Google receiving just 6.6% each. Interestingly, 10% of users felt no brand currently leads in AI, reflecting the fast-evolving nature of this field and the challenge of delivering clear, user-visible benefits.
The Price Sensitivity Factor
While interest in the iPhone 17 appears strong, price sensitivity could still affect launch momentum. 36.8% of respondents said they would delay upgrading if prices rose significantly, while 29.2% would make their decision depending on the size of the increase. Only about a third (34%) said they would proceed with their purchase regardless of cost.
This suggests Apple’s pricing strategy for the iPhone 17 lineup will be critical in sustaining early demand.
A Strong Launch Cycle Ahead
Overall, the survey paints a picture of strong anticipation for the iPhone 17 range, particularly the Pro models and the new Air variant. Apple continues to enjoy high levels of loyalty, with battery performance and design ranking as the biggest motivators for upgrades.
Yet, challenges remain. Rising prices, growing interest in foldables, and mixed opinions on Apple’s AI initiatives are hurdles the company must navigate. With the September 9 keynote fast approaching, all eyes will be on Apple to see whether the iPhone 17 can deliver the right balance of innovation, performance, and value.
Keen tech writer outside of my day job in I.T. and spending time with my family.
