Amid cost-of-living crisis, almost 14 million people look set to purchase the latest iPhone
Ahead of Wednesday’s iPhone 14 launch, a quarter of adults — up to 14 million people — say they are considering buying the latest Apple phone[1]
Improved battery life would be the most desired upgrade to almost half (45%) of current Apple users and people eyeing up the next iPhone[2]
Expected price of the new iPhone cited as the biggest barrier against buying one[3], with two fifths of Apple fans (41%) hoping for a reduction in price this year[2].
Ahead of Wednesday’s iPhone 14 launch, a quarter of adults - equating to nearly 14 million people - say they are considering buying one of the Apple handsets[1], according to new research from Uswitch.com, the comparison and switching service.
Despite the current cost-of-living crisis, Apple fans’ appetite for a new iPhone is undiminished, with almost exactly the same number of people planning to buy the iPhone 13 at this point last year[4].
Top of fans’ wish lists for the new device is an upgrade to battery life, sought by close to half of potential purchasers (45%)[2]. With last year’s top-end handset starting at £1,049, it’s unsurprising that the next most common desire is lower prices, wanted by two fifths of Apple users (41%)[2].
One of the most common reasons motivating people to consider upgrading to the next iPhone is the desire for a faster processor[5]. Apple is expected to bring the A16 Bionic chip to at least some of its flagship handsets, bringing with it a powerful boost to its hardware and supporting a host of new features.
Even though brand loyalty was found to be the biggest factor for wanting the next iPhone, a fifth of current Apple users (20%) believe that the handsets are overpriced and won’t be making a new purchase[3][4].
Ru Bhikha, mobiles expert at Uswitch.com, comments: “This year’s iPhone could offer fans some significant changes, with rumours of a notchless design and a flatter camera array. With nearly 14 million pairs of eyes on the latest handset, the stakes are high to get it right.
“Better battery life is top of the wishlist for people looking to purchase the next iPhone and fortunately for them, Apple could be about to unveil handsets with a larger capacity, as well as new technology that helps to optimise longevity.
“Many Apple users are expected to stick to what they know and plan to buy the next model. Two fifths of fans hope for a reduction in price, but Apple is expected to axe the iPhone Mini from its line-up, which is traditionally the cheapest of its flagship smartphones.
“The latest handsets could also include an always-on display that will put the iPhone in line with competitors that have been using this feature for years. It will give users the ability to see the time and other basic notifications while the screen is locked.”
Find out everything we’ve heard about this year’s Apple iPhone launch here.
Notes to editors:
Opinium surveyed a sample of 2,000 UK adults from the 23rd to 25th August 2022. Results were weighted to reflect a nationally representative criteria.
1. Respondents were asked ‘Are you planning on buying the next iPhone handset?’, 26% of people said that they were planning to buy the next iPhone. 26% of the UK adult population of 52,673,000 = 13,694,980 people planning to buy the next iPhone.
2. Respondents were asked ‘What three features would you most like to see from the next iPhone handset launch? Please select up to three responses’, 45% of respondents that either currently own an iPhone or are considering buying the next iPhone said ‘improved battery life’ and 41% said ‘cheaper price’.
3. Respondents were asked ‘Why would you not be interested in buying one of the latest Apple iPhone handsets? Please select all that apply’, 39% of people not considering buying one of the next iPhone handsets said ‘I find Apple products to be overpriced’, 20% of those that currently own an iPhone also agreed with that statement.
4. Opinium surveyed 2,000 UK adults from 27th to 31st August 2021. Respondents were asked ‘A new series of iPhone is expected to be released in September, are you considering buying any of the potential handsets?’ 26% of respondents said ‘Yes’.
5. Respondents were asked ‘Are you planning on buying the next iPhone handset? If so, what are your reasons? Please select all that apply.’ The most popular reason for wanting to buy the next iPhone was ‘I am a big fan of Apple products’, followed by ’I am due to upgrade my handset’ and ‘faster chip/processor’.
About Uswitch
Uswitch is one of the UK’s top comparison websites for home services switching, including energy, broadband and mobiles.
More people go to Uswitch to switch their energy, broadband and mobile than any other site, and we have saved consumers over £2.7 billion off their bills since we launched in September 2000.
Free mobile app Utrack also helps households manage their home energy usage and make potential savings.
Uswitch is part of RVU, a group of online brands with a mission to empower consumers to make more confident home services, insurance and financial decisions.