Mine went fairly quickly. Was going from 10 max to 11 pro max. I picked restore from iCloud which took about 20 minutes from the time I made the selection. The screen showed around 1 hour for direct phone to phone transfer or 15 minutes before I could use the phone for iCloud with everything downloading slowly for the rest of the day. The entire process from turning on the phone, activation, Apple Pay activation, watch activation and the initial iCloud download took about 35 minutes. AT&T purchased through Apple.