US Smartphone Buyers Prioritize Battery and Price Over AI Ahead of iPhone 18 Launch
A CNET survey reveals a stark disconnect between consumer demands for practical hardware and the industry's push toward AI and foldables.
US consumers are prioritizing basic utility over high-tech bells and whistles when deciding to upgrade their smartphones. As Apple prepares to unveil its next generation of hardware, new data suggests that the industry's obsession with artificial intelligence may be out of step with what users actually want.
According to a CNET-commissioned YouGov survey of US adults, the primary drivers for upgrading a device are price (55%), longer battery life (52%), and increased storage capacity (38%). In contrast, only 12% of respondents cited AI integrations as a primary motivation for purchasing a new phone. This gap highlights a persistent preference for tangible hardware improvements over the software-driven features currently dominating manufacturer marketing.
The Hardware Hurdle
This trend has remained consistent through 2024 and 2025, with practical needs consistently outweighing the appeal of foldable designs or AI capabilities. Battery life remains a critical pain point; the inconvenience of charging a device mid-day while on the go remains a significant frustration for users.
While Apple has historically performed well in efficiency, the competition is pushing the boundaries of battery chemistry. CNET's internal testing identified the iPhone 17 Pro Max as a top performer with a 5,088-mAh capacity. However, competitors are moving faster; the OnePlus 15, for example, utilizes silicon-carbon battery technology to achieve a significantly higher capacity of 7,300-mAh.
Market Implications
The disconnect between manufacturer priorities and consumer desires creates a risky environment for upcoming launches. While companies are betting heavily on AI and foldable form factors to drive a new upgrade cycle, the data suggests that affordability and endurance are the real catalysts for sales. For Apple, the success of its next lineup may depend less on the novelty of its software and more on whether it can deliver meaningful gains in battery longevity and competitive pricing.
What to Watch
All eyes are now on Apple's "Surprise and Shine" event scheduled for September 9. The company is expected to unveil the iPhone 18 series and is widely anticipated to introduce its first foldable device, the iPhone Ultra.
Industry analysts are closely watching the pricing strategy for these new models. While the iPhone Ultra is widely predicted by TrendForce to cost between $2,099 and $2,299, other analysts suggest the iPhone 18 Pro and Pro Max could see price increases of 10% to 11%. Given that 55% of US adults cite price as their top upgrade motivation, these potential hikes could clash directly with consumer expectations.