Apple’s latest iPhone upgrade cycle shows stronger-than-expected demand, with buyers favoring more expensive models and storage configurations, according to an Evercore ISI consumer survey viewed by Investir.com.
Evercore surveyed nearly 4,000 consumers in the United States. Of those surveyed, 67% identified the age of their current iPhone as the main reason for upgrading, a substantial increase from 48% in the previous year’s survey.
Purchasing preferences also suggest that buyers remain willing to spend more on Apple’s premium devices. The iPhone 18 Pro and Pro Max together attracted 53% of potential buyers, of whom 32% chose the Pro Max, compared to 29% a year earlier.
Evercore estimates that average iPhone selling prices could increase by about 28%. Its forecast combines higher retail prices with a greater proportion of purchases going toward higher-end models and larger storage configurations, including 2TB options reported for the iPhone 18 Pro and iPhone Duo models.
The foldable iPhone Duo attracted the interest of 14% of respondents. Evercore estimates that figure could rise closer to its mid-October launch, although the survey currently places it well behind the Pro models combined.
Interest extended to other Apple products, with 38% of respondents planning to buy an Apple Watch and 43% considering AirPods. Both figures increased from the previous year.
The results reflect reported purchasing intentions in the United States, rather than actual sales or global demand. Evercore nevertheless believes it supports a stronger revenue outlook for Apple’s 2027 fiscal year than the growth of around 7% anticipated by analysts.
