Apple will officially unveil its next-gen iPhone on Sept. 12, and it appears the iOS faithful are ready to buy.

According to a recent PCMag survey of 2,500 respondents, Apple's upcoming iPhone release is the most anticipated phone release of 2018. Approximately 45 percent are anxiously awaiting whatever Cupertino launches, be it an iPhone 9, iPhone 11, XI, or SE 2.

Another 24 percent were most looking forward to the Galaxy Note 9, which made its debut last month and earned PCMag's Editors' Choice for big-screen phones.

October might be an exciting month for Android fans looking to upgrade, though. About 7 percent are holding out for Google's next-gen Pixel phones, 4 percent want the LG V40, and 2 percent are eyeing the OnePlus 6T. About 3 percent are also interested in the Huawei Mate 20, which will be unveiled in London on Oct. 16, but given the Huawei's recent clashes with the US government over alleged spying, it's unclear if the Mate 20 will go on sale in the US.

Among respondents, 54 percent currently own an iPhone and 27 percent have a Samsung smartphone.

When buying a phone, meanwhile, 33 percent of respondents said the most important factor is price. But perhaps that all goes out the window when faced with a shiny new smartphone. Apple's iPhone X was the most expensive smartphone on the market when it launched last year, but Samsung upped the ante with the Note 9, which starts at $999, but could set you back as much as $1,249.99 for 512GB.

Another 26 percent consider brand before forking over the credit card; operating system is also a consideration for 19 percent of people. About 9 percent factor battery life into their decision.