Ten million people — almost a fifth of mobile users — plan to get an iPhone 13 in the next 12 months, with four million set to buy one as soon as they come out[1]
A third of fans (35%) hope the iPhone 13 boasts improved battery life, and the same amount (34%) want it to be cheaper than last year’s models[2]
A year after Apple stopped including chargers with their mobiles, a quarter of potential purchasers (27%) want one back in the box[2]
However, more than half of Apple sceptics (54%) say iPhones are overpriced, and two fifths (41%) say they are overrated[3].
Ten million mobile users are planning to buy the upcoming iPhone 13 in the next 12 months, with four million fans set to get one as soon as they’re launched[1], according to new research from Uswitch.com, the comparison and switching service.
Top of fans’ wish lists for the new device is a longer-lasting battery, sought by a third of potential purchasers (35%). And with last year’s top-end handset costing £1,099, it’s unsurprising that the next most common desire is lower prices, wanted by one in three Apple users (34%)[2].
The launch of last year’s iPhone 12 saw Apple stop including a complimentary charger with the device. The move polarised fans, and more than a quarter of people looking to buy the new iPhone (27%) are hoping that Apple will have done a U-turn and included one this time[2].
More than a third of Apple users (38%) say they keep buying iPhones due to brand loyalty, while two fifths (42%) say that it is the ease of use that keeps them coming back[4].
Among Apple sceptics, more than half (54%) say that the main thing that deters them from buying an iPhone is the price. Meanwhile, two fifths of those (41%) not planning to get the new device believe that iPhones are overrated[3].
Catherine Hiley, mobiles expert at Uswitch.com, comments: “Apple has the most loyal fans of any smartphone brand, and it’s no surprise that millions of iPhone users will be queueing up to get the newest device as soon as it launches.
“Despite an expected upgrade in the iPhone’s already bulging camera department and improvements to the pin-sharp screen, it’s sobering to think that longer battery life is the feature that the majority of people are most interested in.
“Cost is a concern for many users, with a lot of people looking for cheaper devices after a year of lockdown, but there will always be buyers for the top-of-the-line devices, despite their £1,000-plus price tags.
“Consumer confidence is high and we’re expecting that the iPhone 13 launch could be bigger than anything we’ve seen from Apple for several years.”
Find out everything we know about this year’s Apple iPhone launch here
Notes to editors:
Opinium surveyed a sample of 2,000 UK adults from the 27th to 31st August 2021. Results were weighted to reflect a nationally representative criteria.
1. Respondents were asked ‘a new series of iPhone is expected to be released in September, are you considering buying any of the potential handsets?’, 8% said ‘yes - as soon as it’s available to purchase’, 6% said ‘yes - within the first six months after launch’ and 5% said ‘yes – from six to twelve months after launch’. 19% of people are planning to buy one of the potential handsets in the next 12 months. 19% of the UK adult population of 52,890,000 = 10,049,100. For the 8% who said ‘yes - as soon as it’s available to purchase’, 8% of the UK adult population of 52,890,000 = 4,231,200.
2. Respondents were asked ‘what would you like to see from the next iPhone handset launch? Please select all that apply’, 35% of those wanting or considering the next iPhone said ‘Improved battery life’, 34% said ‘Cheaper price’ and 27% said ‘a charger in the box’.
3. Respondents were asked ‘what are your reasons for not wanting to buy one of the latest Apple iPhone handsets? Please select all that apply’, 54% of those with a phone from a manufacturer other than Apple and do not plan to buy the new iPhone either said ‘I find Apple products to be overpriced’, while 41% said ‘I find Apple products to be overrated’.
4. Respondents were asked ‘What are your reasons for sticking with Apple iPhone handsets? Please select all that apply’, 42% of people who currently have an iPhone and plan on getting the new iPhone as well said ‘iPhones are easy to navigate’ and 38% said ‘I’ve had iPhones for many years and do not wish to change’.
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.
