Nearly seven in ten Apple iPhone owners plan to upgrade to iPhone 17

Pro and Pro Max dominate interest

The Apple iPhone Pro and Pro Max continue to attract the strongest demand, accounting for 38.1% of planned upgrades. The standard model will be chosen by 16.7% of buyers, while 13.5% say they will opt for the new ultra-thin Air edition. A smaller 3.3% are holding out for a foldable Apple iPhone, even though such a model is unlikely to appear before 2026.

Battery life beats AI as driver

Improved battery life stands out as the top reason for upgrading, with 53.2% citing it as the most important factor. By contrast, AI features are mentioned by just 7.1% of respondents, suggesting hardware improvements remain more important than software in driving consumer choice. Display and design improvements (36.2%) and camera upgrades (28.1%) are also strong motivators.

High satisfaction but concerns remain

Satisfaction levels with the Apple iPhone remain high, with 72.9% of owners saying they are happier with their device than in past years. However, 27.1% feel Apple has “lost its edge” compared to rivals, underlining the pressure on Apple to deliver innovation. Price remains the most significant barrier, cited by 68.9% of respondents, while 71.7% say they are satisfied enough with their current device not to upgrade immediately.

Foldables and Android attract attention

Loyalty to Apple remains strong, but not absolute. If Apple waits until 2026 to launch a foldable model, 20.1% say they would consider switching to Samsung and 10.2% to Google. While nearly half of Apple iPhone owners (49%) say nothing about Android appeals to them, a majority admit Android is becoming more attractive, citing competitive pricing, foldables, and cameras as key draws.

Tariffs could impact purchase intent

Tariff changes could create major disruption for Apple. If prices rise due to tariffs, 36.8% say they would hold off buying an Apple iPhone, while 29.2% say their decision would depend on the scale of the increase. With reports suggesting tariffs could add as much as 43% to costs, affordability could quickly become the central issue of the iPhone 17 cycle.

Strong demand ahead of Apple’s launch

Overall, SellCell’s findings suggest Apple enters its September event with solid momentum. Nearly seven in ten plan to upgrade, Pro and Pro Max models lead demand, and the new Air edition has sparked interest. Battery life and design improvements are key drivers, while price and foldables remain the main risks. With loyalty still robust, Apple looks set for another major launch, although external factors could shape the longer-term picture.