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Apple is expected to detail the iPhone 15 and 15 Pro at an event on Tuesday, with preorders likely going live later this week. Although the new features haven’t been formally announced, early reports suggest the 15 Pro will include a USB-C charging port, a new “Action” button replacing the silent switch, an A17 Bionic chip, and more. The price will reportedly stay put at $799 for the base model, with a $100 increase for the iPhone 15 Pro (up to $1,099).
CivicScience gauged consumer interest in the iPhone 15 ahead of its announcement this week, and just over 1-in-5 U.S. adults claim they’re at least ‘somewhat likely’ to purchase one in the next six months (with 6% clocking in at ‘very likely’). While current iPhone owners are the most likely to express any degree of interest in buying the new model, adults who don’t have an iPhone or Samsung Galaxy are the most likely to report being ‘very likely’ to buy the 15 (7%).
While the new iPhone 15’s full specs remain to be seen at the time of writing, CivicScience also polled iPhone owners on their most important features when considering their next smartphone purchase. According to the latest data, battery life outpaces all other features among iPhone owners (42%), followed by operating system/processor (34%). Storage capacity, security, and camera – which is increasingly a draw on the new iPhone models – each polled between 22% and 23%. Interestingly enough, 14% of current iPhone owners claim they don’t plan on purchasing a smartphone in the future – perhaps satisfied with their current phone enough that they can’t imagine needing another one, or they’re not the primary phone purchaser in their family.
Among adults who plan to purchase an iPhone in the future, one-quarter plan to buy with cash, while nearly as many will finance it. Twenty-two percent plan to upgrade by trading in their current iPhone. Among those who are ‘very likely’ to buy an iPhone 15 in the next 6 months, 4-in-10 plan to pay for their phone with cash. Upgrading by trade-in is less common among this set, while paying with credit card is more common.
Three more insights to know about iPhone purchasing habits:
- Gen Z is extremely big on the iPhone 15 – 17% of adults in this age bracket claim they’re ‘very likely’ to buy one in the next six months, and 48% say they’re at least ‘somewhat likely’ to do so.
- Although somewhat a proxy for age, 40% of those ‘very likely’ to buy an iPhone 15 in the next six months are also ‘very concerned’ about paying back their student loans when they resume in October – which could be a testament to how student loans won’t get in the way of select major purchases.
- Adults ‘very likely’ to buy an iPhone 15 in the next six months are the most likely to say they use a smartphone primarily for work (21% – compared to 6% for the Gen Pop).
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