Half of 1,000 iPhone users say they will trade up to the next iPhone, which is expected to go on sale following Apple Inc.’s Special Event on September 7.

1. Apple consumer survey
SEPTEMBER 2016

2. about the survey
From August 26-28, 2016, Branding Brand surveyed 1,000 iPhone customers ages 18-65 to understand their
excitement around the new products Apple is expected to release in September, including the next-generation
iPhone (possibly called the iPhone 7) and Apple Watch.
To learn more about our methodology, contact press@brandingbrand.com.
what you'll learn
Going into September 2016, the percentage of consumers willing to trade in for the next iPhone jumped
to 51%, up from 22% in March. Consumers are warming up to the idea of buying an Apple Watch.
WHO'S EXCITED ABOUT APPLE'S NEXT LAUNCH?
From March to August 2016, there was a small shift by customers from iPhone 5, 5s, and 5c to newer
generations. Only 4% bought the new iPhone SE, launched in March 2016.
ARE PEOPLE HESITANT TO UPGRADE SMARTPHONES?
iPhone customers aren't happy about the removed headphone jack. 39% of those interested in Apple
Watch won’t buy unless the cost goes down.
WHAT DO APPLE CUSTOMERS WANT FROM THEIR DEVICES?
01Apple Consumer Survey: September 2016Branding Brand

3. 02Apple Consumer Survey: September 2016Branding Brand
28%
iPhone 4s or older
iPhone 5, 5s, 5c
iPhone 6, 6s
iPhone 6 Plus, 6s Plus
iPhone SE
8%
39%
21%
4%
Apple consumer survey
60% of iPhone owners currently
own an iPhone 6 generation
phone.
WHAT KIND OF iPHONE DO YOU CURRENTLY OWN?

4. Apple consumer survey
iPhone customers are on the
fence about buying the next
iPhone.
WOULD YOU TRADE IN YOUR CURRENT IPHONE FOR THE NEWEST iPHONE?
03Apple Consumer Survey: September 2016Branding Brand
Yes No
51% 49%

5. Apple consumer survey
iPhone customers are not
excited about the removed
headphone jack.
WHICH POTENTIAL NEW iPHONE FEATURE ARE YOU MOST INTERESTED IN?
04Apple Consumer Survey: September 2016Branding Brand
49%Dual cameras for
sharper photos
12%Removed headphone
jack, second speaker
21%iOS 10
18%Pressure-sensitive
home button

6. Apple consumer survey
11% own an Apple Watch in
August.
DO YOU OWN AN APPLE WATCH?
05Apple Consumer Survey: September 2016Branding Brand
Yes No
11%
89%

7. Apple consumer survey
83% of iPhone owners won’t buy
the next Apple Watch.
DO YOU PLAN TO BUY THE NEXT APPLE WATCH RELEASE?
06Apple Consumer Survey: September 2016Branding Brand
Yes 17%
No 83%

8. Apple consumer survey
Most consumers won't buy the
Apple Watch unless the cost
goes down.
WHAT WOULD MAKE YOU WANT TO BUY AN APPLE WATCH?
07Apple Consumer Survey: September 2016Branding Brand
Better apps
3%
Longer lasting
battery
7%
Variety of
styles
6%
More features
or functionality
11%
Lower cost
39%
Nothing
33%
Other
1%

9. about Branding Brand
Apple Consumer Survey: September 2016Branding Brand
Branding Brand is the retail industry's largest mobile commerce platform, powering shopping
experiences for over 200 enterprise brands. In addition to being named a Gartner “Cool Vendor”
of apps, the Company was also named a 2016 Forrester Wave Leader in “Mobile Commerce and
Engagement Platforms.”
Visit blog.brandingbrand.com for more consumer behavior trends.
brandingbrand.com blog.brandingbrand.com @brandingbrand
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