With Apple set to release its new iPhone this week, research from Canstar Blue reveals what Aussies value most when buying a new smartphone, how much they’re spending, and why Apple won the 2025 Canstar Blue Most Satisfied Customer Award for Smartphones.
Alongside the research, which was gathered through a survey of more than 1,400 smartphone buyers, Canstar Blue’s utilities editor, Tara Donnelly, shares info on how to get a discount on the new device.
How much do Australians spend on a new smartphone?
The average spend on a new smartphone, bought outright, has jumped 19% in just one year, with Canstar Blue’s latest survey revealing Aussies are paying an average of $979 for their new device, an increase of $159 from the previous year.
For those who either upgraded their plan, or signed up to a new plan to get a new phone, the average spend per month on the device (excluding the cost of the phone plan) is $75, up $4 from 2024.
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| Average spend on new smartphone: 2024 vs 2025 | |||
|---|---|---|---|
| 2024 | 2025 | Change | |
| Outright | $818 | $977 | +$159 / 19% |
| On a plan | $71 | $75 | +$4 / 4% |
Source: Canstar Blue.
What matters most to Aussies when buying a smartphone?
When asked what the main factor was considered when buying a new smartphone, 27% of respondents said the brand of smartphone was the most important, beating price (22%) and ease of use (16%).
Brand loyalty was echoed in further survey results, which revealed 41% of Australians will always purchase the same brand of smartphone. Of those, the reasons are:
- Familiarity: 63% say they’re used to how the phone operates
- Superiority: 62% believe the brand of smartphone is the best
- Routine: 25% say it’s just ‘out of habit’
- Simplicity: 24% because they use other products of the same brand
The operating system divide continues, with 42% saying they have no plans on switching from Android to iOS, or vice versa, in the foreseeable future.
Prices put a pinch on buying behaviour
Buying a device at a discount is common, with over half (58%) purchasing their smartphone on sale, while 26% traded in their old device to get some kind of credit or discount on the new phone.
For almost two-thirds (64%) of consumers, the cost of living squeeze also impacted when, or what type of phone they purchased, with the survey revealing:
- 30% waited until there was a sale before buying the phone
- 19% opted for the lower-level model, instead of the ‘pro’ model
- 18% had to wait longer than intended to buy their phone, as they saved
- 11% purchased a cheaper phone than they intended to
Note: respondents could select multiple answers
Apple reclaims Most Satisfied Customers Award
Apple was awarded the 2025 Canstar Blue Most Satisfied Customer Award for Smartphones, reclaiming the title after previously winning in 2016, 2021 and 2022.
The brand received a top rating of five stars for overall satisfaction in a survey of more than 1,400 Australians, along with top ratings for user friendliness, camera quality, and design.
The hotly contested award also revealed top ratings for other smartphone brands, including:
- Samsung, which previously won the award in both 2023 and 2024, earning five stars for the categories of durability and camera quality
- Oppo earned five stars for battery & charging performance and value for money
- Google received five stars for camera quality
- Motorola earned five stars for value for money
Canstar Blue 2025 Most Satisfied Customer Award – Smartphones
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Canstar Blue research finalised in January 2025, published in February 2025.
Canstar Blue’s utilities editor, Tara Donnelly, says, “Apple has a dedicated user base, and plenty of Aussies will be eager to jump on the newest iPhones this week.
“While a brand new iPhone won’t come cheap, there’s a good chance the big telcos will drop some hot pre-order offers for early bird buyers, so upgraders should make sure to shop around before ordering.
“Trading in an old device is another way to knock down the total price, with the potential for bonus credit, phone plan discounts, and freebies.
“This is also a good time to score a deal on previous-generation iPhones. Older models often get discounted after the newest iPhone hits stores, so bargain-hunters can save hundreds on high-end tech by opting for a phone that’s one or two years old.
“Apple earned the 2025 Canstar Blue Most Satisfied Customer Award this year, with Australians rating its devices top of the pack when it comes to overall satisfaction.
“That said, customers can still find great value and features in competing brands. Samsung, OPPO, Google and Motorola each offer a range of phones at various price points, so you don’t need to spend thousands to get a high-quality device.”
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