Apple has a strong start to the iPhone 17 launch. A recent investor note from JPMorgan shows higher consumer interest than at the iPhone 16 launch. 71 percent of surveyed consumers said they plan to buy a new iPhone in 2025. That is up from 68 percent in 2024 and 63 percent in 2023.
Pro models are driving much of that interest. The iPhone 17 Pro Max captured 33 percent of stated choice. The iPhone 17 Pro drew 22 percent. The standard iPhone 17 reached 20 percent in the same survey. Overall, Pro models accounted for 72 percent of total interest in the 17 line. That compares with 64 percent in the iPhone 16 cycle.
The survey shows very low interest in the iPhone Air model. The iPhone Air logged only two percent of respondents saying they planned to buy it. That result left it outside the report’s top five models.
Who is upgrading
Existing iPhone owners remain the backbone of demand. 82 percent of people who plan to upgrade said they are looking at a new iPhone in 2025. That figure edged up from 79 percent a year earlier. In the United States, the upgrade intent rose from 73 percent to 78 percent. In China, the rate rose from 97 percent to 98 percent.
Among upgraders, the Pro Max option is the clear leader. 36 percent of upgraders said they would target Pro Max. The Pro model itself was selected by 20 percent of upgraders. In total, 73 percent of upgraders preferred a Pro model for the iPhone 17 series.
Switchers from Android remain a meaningful cohort. 57 percent of Android users surveyed said they would consider an iPhone in 2025. That is slightly lower than last year. When switchers consider specific models, they too favor Pro phones.
What this means for Apple
High Pro demand can lift average selling prices. That can help revenue even if unit growth is modest. The survey suggests that Apple’s strategy of offering clear tiers keeps many buyers aiming for the top end. For carriers and accessory makers, the early signal is clear. Demand looks strongest for the larger Pro models and for Pro accessories.
The low interest in the iPhone Air could be notable for Apple strategy. The Air was designed to fill the place of a larger non-Pro model in the lineup. If consumers do not embrace that model, Apple may shift inventory plans or promotional focus in the coming quarter. Apple and channel partners will watch early sales data closely. Apple’s watch business also drew interest in the JPMorgan note. More than half of respondents said they might buy a smartwatch in 2025. Apple Watch remained the preferred brand among those buyers.