New iPhone 17 launching this month but Apple fans ‘won’t buy it’ for one reason

Apple CEO Tim Cook has claimed the launch event for the new iPhone 17 next week is set to be ‘awe-dropping’, but tech fans may not be so eager to get their hands on the new device

Apple is set to launch the new iPhone 17 within days – but Brits won’t be rushing to buy it, it has been claimed. CEO Tim Cook has claimed the launch event for the new gadget, scheduled for Tuesday (September 9), will be “awe-dropping.” However, sales figures for the latest Apple gadget could be less impressive, according to a survey.

Fans have been on tenterhooks waiting for updates about the newest iPhone – which, based on previous launches, could be available for pre-order as early as September 12 and arrive in shops on September 19, though official release dates have not been confirmed. But with living costs soaring and many of us unable to splash out on the latest tech, it seems getting your hands on the newest release is no longer a priority.

A survey of more than 2,000 Brits, commissioned by Slice Mobile – the UK’s first eSIM-only network provider – found nearly two thirds of us (64%) would not consider buying a new iPhone upon its initial release.

Meanwhile, 24% said they would consider snapping one up within six months. And it’s not just Apple that’s affected – just 13% of Brits would consider purchasing any new phone at launch.

This is in part because Brits are keeping their devices for longer – four years on average. More than two thirds – 67% – said having the latest gadget was no longer important to them (for tech-savvy Gen Z, however, 29% see having the latest phone as a status symbol, compared to 17% of the general population).

Jenna Banks, Marketing Director for Slice Mobile, said: “Latest handset releases were eagerly anticipated but over the last five years, people have been holding onto their handsets for longer, capitalising on cheaper sim-only network deals and only changing when they’re forced to as a result of battery health.”

The survey found 38% of people replaced their phone due to poor battery health – the leading reason for purchasing a new device.

Apps no longer running accounted for 14% of replacements, followed by running out of storage (12%) and a broken screen (11%). Only 8% of respondents said they bought a new phone simply to have the latest device.

Meanwhile the overwhelming majority of us – 82% – said new phones have become too expensive.

Banks added: “It means that the latest iPhone launch could be a bit of a damp squib if new features don’t turn heads and give people a reason to change their phone.”

Four models of the latest iPhone are expected to be released – the iPhone 17, the iPhone 17 Pro, the iPhone 17 Pro Max, and the new iPhone 17 Air, according to MacRumors.

Rumoured features include ProMotion display, an Apple-designed modem chip, and an upgraded 24MP front-facing camera, although Apple has yet to confirm how the new models will differ from existing devices.

However, with speculation rife on social media, users have been left divided over the new release.

Taking to X, one person wrote: “I really can’t wait, I haven’t been this excited since I got my iPhone 14 Pro. iOS 26 is looking to be amazing, The iPhone 17 Slim, and 120Hz on the base model iPhones. It’s going to be a big year for Apple.”

Someone else agreed: “I need that.”

Others weren’t so convinced, however, with one person writing: “The iPhone 17 cannot look like what I’m seeing because that is horrible.”

Meanwhile another chimed in: “iPhone 17 air is the ugliest phone I’ve ever seen.”