The iPhone price gap: Apple fans willing to pay £794 for new iPhone 15, with prices rumoured between £850 - £1900
Prospective iPhone 15 buyers are only willing to spend an average of £794, partly due to the current cost-of-living crisis[1]
But despite money challenges, 21% of smartphone owners said they are still planning to buy the latest iPhone around the launch time[2]
Two-thirds (66%) plan to keep hold of their existing phone for longer this year[3]
However, a third (32%) have no intention to switch to a new deal or renegotiate when their current plan ends[4]
Over two thirds (68%) of those planning to buy an iPhone15 said they would be frustrated if the cost goes up again this year[5]
To highlight the importance of researching to find the right deal, Uswitch sent The Traitor’s Wilfred Webster out on the streets, to uncover how much the British public really know about the latest iPhone features.
New research from Uswitch, the comparison and switching service, highlights a disconnect between the price that many inflation-hit Brits are willing to pay for the iPhone 15, and the rumoured cost of Apple’s new flagship devices.
Prices are expected to start from the £850 mark, rising to almost £2,000 for a 1TB iPhone 15 Ultra [7]. However, iPhone fans planning to get their hands on one of the new variants would only be willing to spend on average £794[1], according to the data.
Only 3% would be willing to pay over the £1,400 mark[1], which would likely rule out versions of the iPhone 15 Pro and iPhone 15 Ultra with larger storage. In fact, with the cost of some options creeping towards the £2,000 mark, only a quarter (27%) of those surveyed thought current flagship smartphone prices represent good value[8].
In terms of specs and features consumers consider when purchasing a new smartphone, battery life topped the list of priorities, followed by durability, with display, processing power and user experience coming in at joint third[6]. Despite an ongoing focus from manufacturers, camera capability did not appear in the top five, highlighting the impressive photography capability of older devices and relative lack of innovation in recent years.
The most important features when considering a new smartphone purchase:
| Rank | Smartphone feature | Average score from 1-10 on level of importance (10 being highest) |
|---|---|---|
| 1 | Battery life / size | 7.3 |
| 2 | Durability | 6.9 |
| 3 | Display (screen brightness and clarity) | 6.7 |
| 4 | Processing power (speed of use) | 6.7 |
| 5 | User experience (software, phone features) | 6.7 |
Despite the pricing disconnect, the draw of Apple’s annual smartphone shows no sign of waning. Over a third (36%) of all smartphone users said they will purchase an iPhone 15 at some point, and almost a quarter (23%) are planning to purchase a device around the time of launch. These figures rise to two thirds (66%) and almost half (49%) of 18–34-year-olds, respectively[2].
With Apple and Samsung tied as Brits’ most popular smartphone (both 34%) - and with other providers such as Motorola (5%), Google (3%) and Huawei (3%) being significantly less popular – the September launch is guaranteed to generate a huge peak in sales[9]. However, with economic challenges facing households up and down the country, millions are more likely to consider other options.
Two-thirds of those surveyed (66%) said they were planning to hold onto their current device for longer, due to the current economic climate[3]. However, the research also highlighted that almost a third (32%) of those currently in contracts had no intention of switching or renegotiating their contract when their deals end[4] – undermining any savings that may have been made.
Fewer than two-thirds (65%) of Brits thoroughly research a prospective new smartphone or plan before making a purchase[10], which means many could be overpaying for plans or devices that don’t best suit their needs.
The annual smartphone launch has become standard procedure for the major tech companies, however almost three quarters (74%) said they would like to see less frequent flagship smartphone launches[12], while over half (57%) said they would need to see more innovation to be tempted to purchase an iPhone more regularly[13].
Ru Bhikha, Uswitch mobiles expert commented: “Whether you can’t wait to get your hands on a new iPhone 15, or you’re planning to see out your contract and keep hold of your current device for a little longer, it’s important to do your research to ensure you’re getting good value for money.
“It’s clear that millions of Brits are making snap decisions to buy their iPhone without always doing their homework on what deals are out there, what features they want, or really the best plan for their needs.
“From Pay Monthly plans with loads of great perks, to cost effective SIM only plans, and super flexible leasing options from the likes of Raylo, there is a wide range of ways to enjoy the latest Apple tech without overpaying.
“And if you do decide to keep hold of your current device for a bit longer, remember to act at the end of your existing contract. Switching from an ending 24-month handset contract to a SIM only contract could help you save £335 per year towards that shiny new iPhone.”
To highlight the importance of researching a new smartphone purchase, Uswitch sent The Traitor’s Wilfred Webster out to meet the public, to discuss several ‘new’ features appearing on the imminent iPhone 15. The video aims to highlight many people’s gap in knowledge when it comes to the latest mobile tech, and emphasise the importance of choosing a device and plan that’s best for you.
To find out more and to compare all the latest iPhone deals, visit Uswitch.com.
FOR MORE INFORMATION
Yolanda Etrata
Phone: 07702 534 837
Email: yolanda.etrata@uswitch.com
Twitter: @UswitchPR
END
Notes to editors:
Opinium surveyed a sample of 2,000 UK adults from the 18th to the 22nd August 2023. Results have been weighted to be nationally representative.
Respondents: British adults who own a smartphone, unless otherwise stated.
Respondents planning to buy the iPhone 15 were asked, “How much would you be willing to spend on the latest iPhone, which is being released in September, (brand new) around the time it is released?” The average amount was £794 and only 3% said they would be willing to pay over £1400.
Respondents were asked, “The new iPhone 15 is due to be release in September 2023. Do you plan to get this around the time it is released? Please consider buying the phone outright or getting this on contract where you pay off the phone each month. 21% of respondents said yes and 36% agreed they would buy an iPhone 15 at some point. Among 18-34 year olds, these numbers were 66% and 49%, respectively.
Respondents were asked, “To what extent do you agree or disagree with each of the following statements: I’m going to keep hold of my existing phone for longer than usual due the current economic climate.” 66% of respondents agreed.
Respondents currently in a smartphone contract were asked, “Which of the following are you most likely to do when your current smartphone contract comes to an end? If you have more than one smartphone please think of the one you use as your main personal phone.” 32% responded saying they were most likely “to continue using my existing device and pay the same pay-monthly amount”
Respondents planning to buy the iPhone 15 were asked, “To what extent do you agree or disagree with each of the following statements: I’ll be frustrated if the price of the new iPhone increases.” 68% of respondents agreed
Respondents were asked, “How important are each of the following features when you’re considering a new smartphone purchase? Please rate from 1 to 10 where 10 is the most important, and 1 is not important at all.” Battery life topped the list of considerations (average score of 7.3), followed by durability (6.9) and then display, processing power and user experience in joint third (all 6.7).
According to online rumours - see Tech Radar
Respondents were asked, “To what extent do you agree or disagree with each of the following statements: Considering how much time I spend on a smartphone, new flagship devices (approx £800-£1000+) represent good value.” 27% of respondents agreed.
All respondents (including those who don't own a smartphone) were asked, “What brand is your current smartphone? If you have more than one smartphone please think of the one you use as your main personal phone.” 34% of respondents replied Apple and 34% replied Samsung.Respondents were asked, “To what extent do you agree or disagree with each of the following statements: I thoroughly research a smartphone before I choose which one I’m going to buy,” and, “I thoroughly research which ownership model / plan is best for me before I purchase a new phone” in both cases, 65% agreed.
Based on the latest Uswitch savings data - see Uswitch.com
Respondents were asked, “To what extent do you agree or disagree with each of the following statements: I think tech companies launch new smartphones too frequently.” 74% agreed.
Respondents were asked, “To what extent do you agree or disagree with each of the following statements: Smartphone manufacturers are not innovative enough for me to buy the latest model every year.” 57% agreed.
For more information please contact:
Danny Holden, Red Consultancy on +44 7838 373742 / danny.holden@redconsultancy.com
Yolanda Etrata, Uswitch on +44 7479 554261 / yolanda.etrata@rvu.co.uk
UswitchTeam@redconsultancy.com
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.