A new survey suggests that almost seven in ten iPhone owners in the United States plan to iPhone 17 Upgrade, showing strong demand ahead of Apple’s September 9, 2025 keynote event.
The study, conducted by smartphone price comparison platform SellCell, surveyed more than 2,000 U.S.-based iPhone users in August 2025. The results reveal that 68.3% of iPhone owners intend to purchase an iPhone 17 model at launch, an increase from 61.9% recorded before the iPhone 16 launch in 2024.
iPhone 17 Pro Models Lead Upgrade Interest
According to the data, the iPhone 17 Pro and iPhone 17 Pro Max are expected to dominate early sales. Together, they account for 38.1% of planned upgrades.
- iPhone 17 (standard model): 16.7% of respondents plan to buy it.
- iPhone 17 Air (new ultra-thin model): 13.5% expressed interest.
- Foldable iPhone (unreleased): Only 3.3% are holding out for it.
Satisfaction with iPhones Remains High
The survey highlights that 72.9% of iPhone users feel more satisfied with their devices today than in previous years. However, 27.1% believe Apple has lost its competitive edge compared to rival smartphone makers.
Top Reasons for iPhone 17 Upgrade
Battery life emerged as the most important upgrade factor, with 53% of respondents choosing it as their top priority. Other motivating reasons include:
- New designs and features: 36.2%
- Display improvements: 34.3%
- Camera upgrades: 28.1%
- AI and software enhancements: 7.1%
Barriers to Upgrading
While interest in the iPhone 17 lineup is strong, price remains the main deterrent. About 68.9% of users listed cost as the biggest reason for not upgrading.
Other reasons included:
- Satisfaction with current devices: 71.7%
- Interest in foldables from competitors: 7.5%
- Discomfort with eSIM technology: 6.6%
- Considering a switch to Android: 5.3%
Competition from Foldables
Foldable smartphones from Samsung and Google continue to grow in popularity. The survey found that 20.1% of iPhone users would consider switching to Samsung and 10.2% to Google if Apple does not release a foldable iPhone by 2026.
Despite this, brand loyalty remains strong, with 69.6% of respondents saying they will stay with Apple regardless of competitor offerings.
User Preferences: Thinness vs Battery
When asked to choose between a slimmer design and longer battery life:
- 47.5% said they would accept shorter battery life for a thinner phone.
- 29.7% said they are not interested in ultra-thin phones at all.
Apple Intelligence and AI Adoption
Apple’s upcoming Apple Intelligence AI features are viewed as an important factor for many buyers:
- 44% of users said AI features are very important.
- 33% said AI does not matter to them.
When asked which company leads in AI innovation:
- 44% named Apple.
- 6.6% chose Samsung.
- 6.6% selected Google.
- 10% believe no brand currently leads.
Price Sensitivity Among Users
Pricing will play a major role in upgrade decisions:
- 36.8% said they would delay upgrading if prices rise significantly.
- 29.2% said it depends on the size of the increase.
- 34% said they would still upgrade regardless of price changes.
Survey Methodology
The survey was carried out by SellCell using an online platform. Data was collected in August 2025 from over 2,000 U.S. adults who currently own an iPhone.
The iPhone 17 lineup — including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the all-new iPhone 17 Air — is expected to be officially announced at Apple’s September 9, 2025 event.
iPhone 17 Upgrade Survey Highlights Strong Brand Loyalty
The iPhone 17 upgrade survey also sheds light on Apple’s strong brand loyalty in the U.S. market. According to SellCell’s findings, nearly 69.6% of iPhone users confirmed that they plan to remain with Apple regardless of competitor launches or new smartphone innovations. This shows that, despite rising competition from foldable devices by Samsung and Google, Apple continues to hold a dominant position in user retention.
Interestingly, 20.1% of respondents stated they would consider switching to Samsung, and 10.2% to Google, if Apple does not introduce a foldable iPhone by 2026. However, these figures are still outweighed by the majority who remain committed to Apple’s ecosystem.
The survey further highlights that user satisfaction remains strong, with 72.9% of participants reporting they are more content with their iPhone today than in previous years. This consistent satisfaction plays a crucial role in driving interest for the upcoming iPhone 17 lineup.
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