Nearly 70% of iPhone users plan to upgrade to iPhone 17 – here’s why (it’s not AI)

Sabrina Ortiz/ZDNET

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ZDNET’s key takeaways

• More than 68% of iPhone users plan to upgrade to an iPhone 17.
• Battery life is the top reason cited for upgrading.
• The high price of a new iPhone is one reason for not upgrading.

Will you be lining up to buy an iPhone 17 when the new phone debuts later this month? If so, you’re in good company. A majority of the 2,000 existing iPhone owners recently polled by phone reseller SellCell said they aim to add the latest model to their shopping carts.

Based on a report published by SellCell on Monday, 68.3% of iPhone owners plan to upgrade to an iPhone 17 at launch time. With Apple expected to unveil the iPhone 17 at an event on Tuesday, September 9, the new phones will likely go on sale on or around Sept.19. The number who say they’ll upgrade is several points higher than the 61.9% who planned to grab an iPhone 16 in 2024.

Also: I deciphered Apple’s iPhone 17 event invite, and it led me down a rabbit hole of theories

Eyeing all the models in the lineup, 38.1% of those surveyed said they’ll choose a Pro or Pro Max variant. Some 16.7% will go for a standard iPhone 17, while 13.5% are looking at the rumored ultra-thin iPhone 17 Air. Designed to replace the iPhone Plus, the iPhone 17 Air will reportedly be Apple’s thinnest phone ever.

Why are so many anxious to upgrade? 

Better battery life is the top reason, cited by 53.2% of likely upgraders, especially by those considering a Pro or Pro Max variant. Reports suggest that the Pro models will offer improved battery life thanks to a larger battery capacity, a more efficient A19 Pro chip, and the Adaptive Power Mode in iOS 26 designed for newer phones.

Also: If these iPhone 17 Air rumors are real, my old phone is about to be retired

Other factors that will prompt people to upgrade include new design and features, improvements in the display, major camera upgrades, and faster charging speeds. Only 7% of those surveyed said that AI and software improvements will play a role in prompting them to upgrade. That small number speaks to those who felt burned by Apple’s promises last year of the wonders of AI, only to fail to deliver all the goods.

Why others don’t plan to upgrade

Of course, that still leaves us with a fair number of iPhone owners who don’t plan to upgrade to a new model. Here, the reasons vary. Most (71.7%) said they’re satisfied with their current phone. But many people (68.9%) also cited high prices. Reports from 9to5Mac and other sources suggest that the cost of the iPhone 17 Pro and Pro Max will rise by $50 from last year, resulting in starting prices of $1,049 and $1,249, respectively.

Also: Every iPhone model that can be updated to iOS 26 (and which ones don’t support it)

Those high prices could be exacerbated by the Trump tariffs. Though 34% said they’d still upgrade if the price increased due to a tariff, 37% said they would hold off, and 29% said it would depend on how much more the phone would cost. In May, Trump threatened a 25% tariff on iPhones made outside the US. But Apple could counter the blow of such a tariff by cutting manufacturing costs and pulling other tricks.

Foldable phones are the latest trend designed to reel in buyers. Only 3.3% of those surveyed said they would hold out for a foldable iPhone. However, if Apple waits until 2026 to kick off a foldable, then 20% would consider a Samsung device, while 10% would look at a Google phone.

Also: Buy the iPhone 16 or wait for iPhone 17? Here’s how I help friends and family decide

Samsung already offers a lineup of foldable phones, including the Galaxy Z Fold 7, Galaxy Z Flip 7, and Galaxy Z Flip 7 FE. On its end, Google has served up the Pixel Fold, Pixel 9 Pro Fold, and Pixel 10 Pro Fold. Reports have cited Apple prepping a foldable iPhone, but not one that’s likely to launch this year.

The iPhone vs. Android debate

Finally, that brings us to the always provocative iPhone vs. Android debate. 

Also: Google is killing the Android phone feature that once made them popular – and there’s a big reason why

Among all the iPhone owners polled, almost half (49%) revealed that nothing about Android appeals to them. However, the rest admit that Google’s platform is becoming more alluring. Some 13% pointed to AI as a draw, 11% to the prices of Android phones, 11% to the cameras on Android devices, and 9% to the foldables sold by such companies as Samsung and Google.