How Much Do Consumers Want the iPhone 6 — and Are They Willing to Pay Up?

In a new research report from RBC, analysts have done extensive supply-chain checks, looking at demand based on the initial ramp up for the phone, and the numbers are very bullish. They also have gone straight to the consumer base to see exactly what the Apple nation and other potential buyers are willing to do for to acquire the new device. Overall, the RBC survey concludes that consumer demand for an iPhone 6 is solid.

The RBC team cited five important takeaways from their surveys that look incrementally very positive for the iPhone 6. The broke them out in their report.

1) Nearly 50% of consumers who plan to upgrade their phone intend to purchase an iPhone within the next three months. With an expected mid to late fall debut, the iPhone 6 may become part of their plans.

2) Some 35% of the users who do not expect to purchase an iPhone would do so should Apple offer a larger form factor. This means there is the potential for huge cannibalization of Android products with the iPhone 6.

3) About 26% of consumers are willing to pay a $100 premium for a 5.5-inch screen size. This again is a huge challenge to Android products currently offering larger screens.

4) Almost 74% of the consumers are aware that Apple will be launching a new iPhone this year. That is gigantic product and brand awareness that could lead to sales far beyond what Wall Street is currently modeling.

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5) What consumers most desire from a new iPhone is better battery life, followed by larger screen size. It makes sense that if both of these items are delivered, sales could be incredible. It is no secret that for years consumers have been very frustrated with the iPhone’s short battery life. Addressing that would be a major step.

The RBC team goes on to point out that they think Apple could benefit from a material upgrade cycle this year, given the large form factor offerings. With two different phones to price and sell, they see two iPhone 6 screen sizes: 4.7-inch at $199 and 5.5-inch at $299. It is a solid bet that the hard-core Apple aficionado will not flinch in the least at those prices. More importantly, Android smartphone owners may find the changes more than compelling enough to make them switch.

Given the importance of this product introduction, investors can bet that Tim Cook and the entire Apple hierarchy have done everything possible to ensure that the iPhone 6 debut is splashy, huge in size and scope, and most importantly is a smash hit with consumers. Investors looking to own Apple may want to look for a summer pullback to add some shares of the stock.

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