A new survey reveals that nearly 70% of U.S. iPhone users plan to upgrade to the iPhone 17 model, signaling strong demand ahead of Apple’s expected September 9 launch event.

Apple shares rose nearly 3%, supported by two major catalysts: robust demand for the iPhone 17 and a favorable court ruling that allows Google to continue paying Apple over $20 billion annually in default search engine fees.

The smartphone comparison platform SellCell surveyed more than 2,000 U.S. iPhone users in August to assess their upgrade intentions and brand loyalty ahead of Apple’s launch. Results showed that 68.3% of current iPhone users intend to purchase the iPhone 17, up from 61.9% before last year’s iPhone 16 launch.

Early sales are expected to be dominated by the iPhone 17 Pro and iPhone 17 Pro Max, which account for 38.1% of planned upgrades. Another 16.7% of respondents chose the standard iPhone 17, while 13.5% expressed interest in the new iPhone 17 Air, rumored to feature an ultra-thin design. Only 3.3% said they were waiting for Apple’s yet-to-be-released foldable iPhone.

The survey also showed that 72.9% of users are more satisfied with their iPhones than in previous years, while 27.1% believe Apple has lost its edge compared with rival smartphone makers.

Battery life emerged as the top driver for upgrades, with 53% of respondents citing it as their main reason. Other key drivers include new design and features (36.2%), display improvements (34.3%), camera upgrades (28.1%), and AI/software enhancements (7.1%).

Price remains the main barrier, as 68.9% of users listed cost as their primary reason for not upgrading. Additionally, 71.7% said they are satisfied with their current devices. Other obstacles include interest in foldables (7.5%), dissatisfaction with eSIM (6.6%), and a desire to switch to Android (5.3%).

Competition from Samsung and Google foldable devices is growing. If Apple fails to launch a foldable iPhone by 2026, 20.1% of respondents said they would consider switching to Samsung, while 10.2% would consider Google. Nevertheless, brand loyalty remains strong, with 69.6% stating they plan to stick with Apple regardless of competitors.

When asked to choose between thinner devices and longer battery life, 47.5% said they would sacrifice battery capacity for a slimmer phone, while 29.7% expressed no interest in ultra-thin designs.

Regarding Apple Intelligence, 44% of iPhone users said the feature is very important, while 33% said AI is not important to them. When asked which company leads in AI, 44% chose Apple, while 6.6% selected Samsung and Google. Another 10% said no brand currently leads in AI.

On pricing, 36.8% said they would delay upgrading if prices rise sharply, 29.2% said it depends on the scale of the increase, while 34% said they would buy regardless.

The survey, conducted via an online platform in August 2025, collected responses from more than 2,000 U.S. adults who currently own an iPhone. The iPhone 17 series is expected to be released on Tuesday, September 9.