According to a YouGov survey, British people - particularly existing iPhone owners - have "high expectations" for the new iPhone, including better battery life, NFC, 4G and a bigger screen.
Apple is widely expected to announce the so-called iPhone 5 at a press event next Wednesday (September 12), after the firm issued invites with the number "12" and the reflection of a giant "5" underneath.
YouGov found that 21% of the UK population would consider buying the iPhone 5, while 67% of current iPhone owners expect to upgrade to the new model at some point in the future.
Asked about the new features they expect in the iPhone 5, over a third (37%) of Brits said longer battery life. This follows the well documented battery drain issues with its predecessor, the iPhone 4S.
Tellingly, 67% of existing iPhone owners wanted better battery life in the iPhone 5.
A third of respondents also expect the new phone to come with 4G connectivity enabling superfast broadband speeds, although such services are not currently available in the UK.
Around a quarter (24%) would like to see the new iPhone have Near Field Communications (NFC) and wireless payment capabilities, rising to 34% among existing iPhone users.
Some 44% of current iPhone customers expect Apple to announce a UK-optimised version of voice-activated assistant Siri, offering specific recommendations for things like restaurants and hotels in Britain. Although, just 23% of wider UK population expected this feature.
Following reports that the new iPhone will come with a 4-inch screen rather than the current 3.5-inch one, 45% of those surveyed said that they want a rise in display size, increasing to 63% among iPhone users.
"It's clear that a high proportion of the general public are aware and interested that Apple is launching a new product, and that they have fairly high expectations that the iPhone 5 will be a big improvement over the current 4S model," said YouGov Associate Director Russell Feldman, who conducted the study.
"This is especially true for those who are already iPhone owners, who are expecting the iPhone 5 will have a longer battery life, 4G capabilities, NFC and mobile payment capabilities, and a larger screen.
"It will be very interesting to see what Apple comes out with on Wednesday, because they clearly have a lot to live up to in terms of consumer expectations."
Feldman intends to roll out three more phases of iPhone research in the months after the new smartphone launches.
This will gauge consumer reactions to the Apple press event, along with people's thoughts on the new features in the iPhone 5 - if it does indeed launch - and whether they intend to purchase it.
"The final phase of the study will reveal what percentage of those who had originally intended on buying the new product actually went out and purchased it," said Feldman.
> Apple iPhone 5: What to expect from launch event
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