It’s a good thing for Apple that it claims the new iPhone XS models will have longer battery life—30 minutes on the XS, 90 minutes on the XS Max, both rated over the current iPhone X battery. Because according to the most recent survey by PCMag, longer battery life is the most likely influencer on the purchase of the new iPhone models.
The survey was conducted from September 12 to 15—it launched the same day Apple announced the new iPhones, named the XS (pronounced Ten-ess), XS Max, and less-expensive-but-not-cheap XR (Ten-Arrrrr). 2,500 consumers chimed in to answer the question of what features of a new iPhone would most influence them to purchase. 25 percent said longer battery life was key. They were probably really hoping for double the battery life of the current generation, as are we all. But Apple can’t change the laws of physics . . . that we know of.
The runner-up answer to that question was something Apple didn’t deliver. While all the new models feature a glass finish with a metal frame, almost half the respondents to the survey were looking for truly shatterproof glass. 19 percent said that “more durable glass” would have been a major influencer on a buy. Time to step up the glass tech, Apple.
The percentages of the rest of the purchase-influencer responses hover in the low teens, and Apple delivered on most of those desires: 13 percent would buy for a larger display (see the XS Max), 13 percent for a better camera (which we always get with each new iPhone), and 12 percent for more water resistance (the XS and XS Max are now rated IP68 for water and dust resistance, instead of IP67 for the iPhone X). 10 percent simply want a faster processor for faster performance (which also happens every single time, duh).
Answers to the follow-up question—”If you currently own an iPhone, do you plan to get one of the new models?”—probably won’t make Apple all that happy. Only 15 percent were a certain Yes. 19 percent would wait until their upgrade time allows, probably due to service contracts. But a full 66 percent answered with an unequivocal No.
When asked which iPhone model they’d go for, 54 percent said if they made a new purchase now, they’d get an older model—the X or even the iPhone 8 or 7—before they’d go with the XS (12 percent), XS Max (11 percent), or XR (11 percent). It doesn’t hurt that those older models are all going to be a lot cheaper than the newest generation.
(For more survey results, read Apple Watch Series 4? For Apple Fans, It’s All About iPhone).