New Survey Asks Why Current iPhone Owners Haven’t Upgraded to the iPhone X


A recent survey has revealed that there are two important reasons why customers decided not to upgrade to Apple’s iPhone X when it was first launched in 2017.

Seeking to figure out why the iPhone X hasn’t shattered sales records like many were anticipating, Piper Jaffray analyst Michael Olson recently issued a research note detailing a survey of 1,500 existing iPhone owners. The most interesting aspect of the note centers on why iPhone owners haven’t yet opted to upgrade to the iPhone X.

According to the results, 44% of respondents indicated that they didn’t upgrade because their current iPhone model works fine.

Meanwhile, 31% of respondents didn’t upgrade because they found the iPhone X — with its $1319 CAD entry price — to be far too expensive. Additionally, 8% of respondents didn’t upgrade because they prefer a device with a larger screen.

“The takeaway from our survey is that a larger screen and lower priced option would address the concerns of ~40% of iPhone owners that have not upgraded,” reads the report. “Despite investor uncertainty around iPhone X, we recommend owning AAPL on potential for a ‘super-long’ cycle driven by a wider array of ‘X-gen’ devices.”

Olson, who has an Outperform rating on Apple shares, and a $200 price target, at the same time cuts his fiscal 2018 estimate for iPhone sales, to 226.3 million units from a prior estimate for 230 million, although he now thinks his his estimate for 2019, 233.79 million units, may now be “conservative.”

Olson expects Apple “will launch a wider array of next-gen iPhones, including an updated flagship (Xs), a larger screen version (Xs Plus) and a lower priced option (some combination of discounted iPhone X and an X ‘Lite’)” later this year, echoing rumors over the past several months.


  • My 1/2 cents

    Who funded this research? Who was selected to participate and why? Why was the survey requested in the first place? Additionally only 1500 people participated in the survey which is small.

  • My other 1/2 cent

    I would spend, at most, up to $700, for a new device. Anything over $1000 is way over priced, and at $1300 just seems insane. I mean, it just has to make calls, surf the net, play games, take photos/videos, and email, why would that need to cost +$1000?

  • jabohn

    Other than it being too expensive, there is also almost nothing to the iPhone X that I want. The only thing that I wish I had was the OLED screen. I’ll keep my Home button and TouchID with my iPhone 7.

  • Olley

    used to be iPhone topped at $700-800 until the plus size model came along, now they’re pushing people to spend more by limiting some specs on the regular size :S

  • Aleks Oniszczak

    “Because my iPhone works fine” really means, “because all they did is change the shape of the screen” People want new useful features, not removing buttons and ports.

  • HiKsFiles

    Right eh, why would it cost over 1000$ when that’s ALL it can do… ?!

  • Shameer Mulji

    If you look at it how much more can the iPhone X do vs the iPhone 8 Plus? Not much. And most users only use their smartphones for basic tasks hence the iPhone X over serves their needs.

  • KBlazer07

    Oddly enough, I was saving for the X once the rumors started about it. When I saw the price (~$1500 with AppleCare), I decided to buy a 55” LG OLED tv for $2000 instead. Longer lasting and much larger screen :). Replaced the battery in my 6 this year and will keep it another 2 years unless Apple drops their prices on the 2018 models. People have gone insane paying that much.

  • Salinger

    I upgraded to the iPhone X on launch day and haven’t regretted it for a moment. The screen is, well, nothing short of breathtaking. And the form factor is near perfect for me. Most of the gestures are far more intuitive than pressing a home button and Face ID is beyond awesome when logging in to sites. Love it.