If you’re planning to buy a new iPhone, timing your purchase can save you hundreds of dollars or pounds. There are certain times of year when buying is a bad idea, and others when discounts, trade-in deals and retailer promotions make it much easier to get a bargain.
Apple rarely discounts its newest iPhones directly, but prices often fall after new models launch in September and during major sales events such as Black Friday. In 2026, however, the usual pattern changed: Apple raised prices across the range, with even 2025’s iPhone 17 increasing by £100 and the older iPhone 16 returning to its original price. So if your priority is getting the lowest possible price, right now may not be the best time to buy.
That doesn’t mean you should automatically wait. Whether it makes sense to buy now depends on which iPhone you’re considering. Some models, including the iPhone 17, 17e and Air, are still months away from replacement, while discontinued models such as the iPhone 17 Pro and Pro Max may become more attractive if retailers clear remaining stock.
In this guide, we explain the best and worst times to buy an iPhone, whether now is a good time to buy each current model, when the best deals are likely to appear, and where to look for them. We’ll also cover whether it’s worth waiting for the next generation and when Apple typically cuts prices on older iPhones.
Best and worst times buy an iPhone in 2026-2027: At a glance
| When | iPhone 18 Pro/Max | iPhone Duo | iPhone 17/17e | iPhone Air |
|---|---|---|---|---|
| 2026 | ||||
| September | On-sale from September 18 | On-sale from October 23 | Buy | Buy |
| October | Buy | Buy | Buy: Best for deals | Buy: Best for deals |
| November | Buy: Best for deals | Buy: Best for deals | Buy: Best for deals | Buy: Best for deals |
| December | Buy: Best for deals | Buy: Best for deals | Buy: Best for deals | Buy: Best for deals |
| 2027 | ||||
| January | Buy | Buy | Wait for next generation | Wait for next generation |
| February | Buy | Buy | Wait for next generation | Wait for next generation |
| March | Buy: Best for deals | Buy: Best for deals | Wait for next generation | Wait for next generation |
| April | Buy | Buy | Wait for next generation | Wait for next generation |
| May | Buy | Buy | ||
| June | Buy: Best for deals | Buy: Best for deals | ||
| July | Buy: Best for deals | Buy: Best for deals | ||
| August | Wait for next generation | Wait for next generation |
Best iPhone deals right now
If you are based in the U.K. it is possible to buy unlocked iPhones on Amazon – and certain models are frequently discounted. If you can get a good discount it’s always a good time to buy.
| iPhone | Deal | RRP | Lowest |
|---|---|---|---|
| iPhone Air, 256GB | £799 Get the deal at Amazon £200 off | £1,099 (was £999) | £699 |
| iPhone Air, 512GB | £999 Get the deal at Amazon £200 off | £1,299 (was £1,199) | £774 |
| iPhone Air, 1TB | £1,199 Get the deal at Amazon £200 off | £1,699 (was £1,399) | £984 |
| iPhone 17e, 256GB | No deal | £699 (was £599) | £576 |
| iPhone 17e, 512GB | £799 Get the deal at Amazon £100 off | £899 (was £799) | £769 |
| iPhone 17 Pro, 256GB | £999 Get the deal at Amazon £100 off | Discontinued (was £1,099) | £1,037 |
| iPhone 17 Pro, 512GB | £1,199 Get the deal at Amazon £100 off | Discontinued (was £1,299) | £1,199 |
| iPhone 17 Pro Max, 256GB | £1,099 Get the deal at Amazon £100 off | Discontinued (was £1,199) | £1,049 |
| iPhone 17 Pro Max, 512GB | £1,299 Get the deal at Amazon £100 off | Discontinued (was £1,399) | £1,249 |
The worst time to buy an iPhone
This is generally in the weeks leading up to Apple’s September launch event, or in the early spring, when new models are expected to be announced. Buying just before a refresh means you could miss out on new features or pay full price for a model that’s about to be superseded.
The best time to buy an iPhone
This depends on where you live:
In the U.K., where most iPhones are sold unlocked and off contract, the biggest savings are typically available during major sales events such as Amazon Prime Day (usually in July and October, and occasionally in March) and Black Friday in late November. However, worthwhile iPhone discounts can be found throughout the year if you know where to look.
In the U.S., where people tend to buy iPhones through a carrier, the best time to upgrade is often during Black Friday when networks enhance their offers with larger trade-in values, bill credits, gift cards, or discounted service plans.
Should you buy a new iPhone now or wait?
Ida Blix
September and the months that follow are a much better time to buy an iPhone than earlier in the summer. July and August are usually poor months to buy a Pro iPhone because Apple’s September launch is so close. The iPhone 18 Pro, iPhone 18 Pro Max and iPhone Duo have now been unveiled, removing that uncertainty.
If you need a phone now, there’s little reason to wait for another annual refresh, and the iPhone 17, 17e and Air are also relatively safe purchases because their successors aren’t expected until spring 2027. See: iPhone 18 and 18e rumors and iPhone Air 2 rumors.
The iPhone 17 remains the strongest value, with a 120Hz ProMotion display, A19 chip, dual 48MP cameras and 256GB of storage for $799/£799. The 18 Pro and Pro Max make more sense if you want the best cameras, performance or battery life, while the Duo is for buyers specifically interested in Apple’s new folding design.
There is, however, one important reason to wait: 2027 could bring a much bigger iPhone redesign. Apple is rumored to be preparing a 20th-anniversary iPhone with a near-all-screen curved design, under-display Face ID, possible solid-state buttons, a thinner and more efficient OLED display, larger battery and major camera improvements. That could make 2027 a more significant upgrade year than 2026.
So if your current iPhone is still serving you well, waiting could be worthwhile. Otherwise, buy now if you need a phone, or wait until Amazon’s October sale or Black Friday if price is your main concern.
Wondering which iPhone to buy? Read: Best iPhone for our ranked recommendations and our iPhone buying guide for more in-depth information about cameras, displays, performance, storage, battery life and other key specifications across Apple’s current lineup.
| iPhone | Status |
|---|---|
| iPhone 18 Pro Max | On-sale from September 18 |
| iPhone 18 Pro | On-sale from September 18 |
| iPhone Duo | On-sale from October 23 |
| iPhone Air | Buy now or wait for October Prime Day or Black Friday discounts |
| iPhone 17 | Buy now or wait for October Prime Day or Black Friday discounts |
| iPhone 17e | Buy now or wait for October Prime Day or Black Friday discounts |
| iPhone 16 | Avoid unless heavily discounted |
When does Apple release new iPhones?
Apple has a well-established pattern of releasing new iPhones every year, typically in September. This annual cycle has been remarkably consistent for over a decade, with only rare exceptions.
While September remains the anchor for high-end models, Apple has begun to stagger its iPhone launches. Starting with the iPhone 16e in early 2025 and continuing with the iPhone 17e in spring 2026, Apple now releases more affordable models at separate events earlier in the year – often in March.
The iPhone 18 lineup is expected to take this strategy a step further. In September 2026 Apple launched the iPhone 18 Pro, iPhone 18 Pro Max, alongside the foldable iPhone Duo. The standard iPhone 18, iPhone 18e, and iPhone Air 2 are expected to follow in spring 2027.
September launches are usually accompanied by a dedicated Apple keynote, while spring releases are more likely to be announced via a press release although Apple has held spring events. Following the announcement, Apple typically opens pre-orders within a few days, with devices going on sale one to two weeks later. Initial availability can be limited, particularly for the most popular models and storage configurations.
Should you wait for the iPhone 18?
For most people, there isn’t a strong reason to wait for the iPhone 18. Apple isn’t expected to launch the standard model until spring 2027, so buying an iPhone 17 before the end of 2026 would still give you several months with Apple’s current mainstream model before its replacement arrives.
The iPhone 18 is expected to bring a 2nm A20 chip, potentially 9GB or 12GB of RAM, Apple’s C2 modem and possibly a new 24MP front camera. Extra RAM could prove particularly useful for future Apple Intelligence and Siri features. However, the rear camera system is still expected to consist of two 48MP cameras, while the display may remain broadly similar to the iPhone 17’s 6.3-inch ProMotion panel.
There is also some uncertainty over exactly what the iPhone 18 lineup will look like. A September 2026 rumour suggested Apple could effectively merge the standard iPhone and iPhone Air into a single model, rather than continuing them as two separate devices. If that happens, the iPhone 18 could adopt some of the Air’s thinner, lighter design while retaining the broader appeal of the standard iPhone. For now, though, that remains speculative.
Price is another consideration. With the arrival of the iPhone 18 Pro and iPhone Duo, Apple increased iPhone prices across the range, so the iPhone 17 now costs $899, $100 more than at launch. When the iPhone 18 arrives, it is likely to inherit that $899 price point, while the iPhone 17 could drop back to around $799 at which you may regret buying it at the higher price.
Wait if you want the newer A20 chip, potentially more RAM, an improved front camera, or are intrigued by the possibility of a thinner redesigned standard model.
Don’t wait if you simply want ProMotion, dual 48MP cameras, excellent battery life and 256GB of storage as standard – the iPhone 17 already delivers all of that.
Should you buy a current or older iPhone?
Thinking of buying the current iPhone rather than waiting for a new model? Read on for expert guidance.
Should I buy an iPhone 17?
Best Prices Today:
Is now a good time to buy? Yes.
The iPhone 17 is a good buy now, especially because it isn’t expected to be replaced until spring 2027. It went on sale in September 2025, but remains Apple’s current mainstream model.
Its biggest strengths are the 6.3-inch 120Hz ProMotion display, dual 48MP cameras, and 256GB of storage as standard. Battery life is also strong, making it an excellent all-round choice for most buyers.
If you don’t need a new phone immediately, though, it may be worth waiting for a deal. The best discounts are likely during Amazon’s October sales and Black Friday on November 27, when retailers and mobile networks often offer lower prices, trade-in bonuses or contract incentives.
Waiting until spring 2027 only makes sense if you specifically want the expected iPhone 18 upgrades, such as the A20 chip, more RAM or an improved front camera. Otherwise, the iPhone 17 remains a very strong buy today.
Read our full
Apple iPhone 17 review
Should I buy an iPhone Air?
Best Prices Today:
Is now a good time to buy? Yes.
The iPhone Air is a good buy if its thin-and-light design is the reason you want it. It went on sale on September 19, 2025, alongside the iPhone 17 lineup.
Its exceptionally thin titanium design, 6.5-inch ProMotion display and A19 Pro chip make it particularly attractive to buyers who want a large screen without the bulk of a Pro Max. It prioritizes portability and design over camera versatility and maximum battery life.
Apple is expected to update the iPhone Air in spring 2027, potentially alongside the iPhone 18 and 18e, so it has around six months left as the current model. The Air also tends to attract stronger discounts than Apple’s Pro phones, particularly from third-party retailers. That makes Black Friday one of the best times to buy. Buy now if you find a substantial discount; otherwise, waiting for the fall sales makes sense.
Read our full
Apple iPhone Air (2025) review
Should I buy an iPhone 17e?
Best Prices Today:
Is now a good time to buy? Yes.
The iPhone 17e went on sale on March 11, 2026, so it is still relatively new and isn’t expected to be replaced by the iPhone 18e until spring 2027.
Its biggest advantages are the A19 chip, 256GB of storage as standard, and strong battery life, all at Apple’s lowest current-generation starting price. It’s particularly compelling for kids, older users and anyone who doesn’t need ProMotion or multiple rear cameras.
There’s therefore little reason to wait for the next generation unless you specifically want whatever upgrades arrive with the iPhone 18e. The more immediate reason to wait is price. As we head toward the holiday shopping season, Black Friday is likely to bring some of the best 17e deals, whether through outright discounts, carrier promotions or trade-ins. Buy now if you need a phone; wait if saving another $50-$100 matters more.
Read our full
Apple iPhone 17e review
Should I buy an iPhone 18 Pro / Pro Max
Best Prices Today:
Is now a good time to buy? Yes.
The iPhone 18 Pro and Pro Max are excellent buys now if you want Apple’s best conventional iPhones. Announced on September 9, 2026, they go on sale September 18
Their biggest attractions are the A20 Pro chip, the triple-48MP camera system with variable aperture, and much better battery life, particularly on the Pro Max. The 18 Pro is the better choice for most buyers, while the Pro Max is worth paying extra for if you want its 6.9-inch display and class-leading endurance.
There’s little reason to wait for their immediate replacements, which aren’t expected until fall 2027, although Apple’s 20th-anniversary iPhone could bring a more substantial redesign.
If price matters, waiting a few weeks may be worthwhile: the best early deals are likely around Black Friday, particularly through carriers and trade-in promotions. Large outright discounts are unlikely so soon after launch.
Should I buy an iPhone Duo?
Best Prices Today:
Is now a good time to buy? Yes.
The iPhone Duo is worth buying if you specifically want Apple’s first foldable, but it isn’t the sensible choice for most people. Apple unveiled it on September 9, with pre-orders opening October 16 and sales beginning October 23, 2026.
Its most attractive features are the 7.6-inch folding display, Split View multitasking, and A20 Pro performance. The 5.4-inch outer display also means it can function like a compact iPhone when folded.
At $1,999/£1,999, however, this is a very expensive first-generation product, and the iPhone 18 Pro offers better cameras for substantially less. The Duo probably won’t be replaced until late 2027 at the earliest, so there’s no obvious reason to wait for a second generation if the folding design appeals to you.
Black Friday arrives only five weeks after release, but major discounts are unlikely; carrier incentives and trade-ins are more realistic than large cash savings.
Should I buy an iPhone 17 Pro or Max?
Best Prices Today:
Is now a good time to buy? If you find a good deal, yes
The iPhone 17 Pro and Pro Max could now be among the best-value high-end iPhones – if you can find them discounted. They went on sale on September 19, 2025, but Apple has discontinued them following the arrival of the iPhone 18 Pro range.
Their biggest strengths are the A19 Pro chip, advanced triple-camera system, and ProMotion displays, while the Pro Max also offers excellent battery life.
They have already been replaced, so the question isn’t whether to wait for something newer: the iPhone 18 Pro and Pro Max are here now. Instead, compare the saving with what you give up. The newer models add the A20 Pro chip, improved cooling, variable-aperture Main camera and better endurance. If a 17 Pro is only modestly cheaper, buy the 18 Pro instead.
But clearance sales and Black Friday could make last year’s models extremely attractive, particularly if retailers cut several hundred dollars from the original price.
Read our full
Apple iPhone 17 Pro review
Should I buy an iPhone 16
Is now a good time to buy? No, unless you get a good discount
The iPhone 16 can still be worth buying, but only at the right price. It went on sale on September 20, 2024, and its days in Apple’s lineup are probably numbered: once the iPhone 18 launches in spring 2027, Apple is likely to discontinue it.
Its main advantages are the A18 chip with Apple Intelligence support, versatile dual-camera system, and Camera Control and Action buttons. It remains fast and capable, but its 128GB of base storage and older 60Hz display make it much less appealing at anything close to the price of newer models.
That means the decision comes down largely to discounts. Black Friday and clearance sales are likely to offer the best opportunities. If the iPhone 16 is only slightly cheaper than an iPhone 17e or iPhone 17, skip it. If you can find it heavily discounted, however, it can still represent excellent value.
Read our full
Apple iPhone 16 review
FAQ
When is the best carrier upgrade timing?
Apple typically announces new iPhone models in September. Carriers often roll out their most aggressive trade-in offers and promotional deals around this time to entice customers to upgrade.
New releases: Waiting for the September (or spring) launch window is generally a good strategy if you want the latest model at a potentially better subsidized price.
Check your contract cycle: Many carrier contracts today last 24 to 36 months. If you’re nearing the end of your contract, you’re in a strong position to negotiate or take advantage of upgrade offers. However, upgrading mid-contract may involve paying off the remaining balance, so it’s worth checking your specific terms.
Consider Apple’s upgrade plans: Apple has replaced its old iPhone Upgrade Program with newer financing and leasing options. In the U.S., Apple Upgrade lets you lease an iPhone through Klarna and upgrade, buy or return it at the end of the term. In the U.K., Apple’s Flexible Finance Account offers eligible iPhones on monthly payment plans with the option to upgrade after a set number of payments. Terms and monthly costs vary by model.
When does Apple update the iPhone?
Apple follows a well-established annual rhythm for its iPhone updates, with the primary event taking place in September each year.
Apple typically unveils its new iPhone lineup at a dedicated Apple Event in September. Pre-orders usually open on the Friday following the announcement, with devices shipping and arriving in stores a week later.
Apple also occasionally introduces new iPhones outside the September window and in the past it has held a Spring Apple Event at which more affordable iPhones have launched. The iPhone 17e, for example, arrived in March 2026, and the iPhone 16e launched in February 2025.
Compatible iPhone models also get a yearly operating system software update with new features than can make your old iPhone feel new again. The major iOS updates follow the September schedule.
Read our guide to the next Apple event to find out if an Apple event is imminent.
When do iPhone prices drop and by how much?
Based on past experience, Apple is very unlikely to reduce the price of a new iPhone during its first year on sale.
However, when Apple introduces a new generation of iPhones, it usually cuts the price of the previous year’s models. That means September has traditionally been the point when older iPhones become cheaper.
Apple also tends to keep launch prices broadly similar from one generation to the next, at least in the U.S., although exchange rates and other regional factors can affect pricing elsewhere.
In 2024, for example, Apple reduced the price of the iPhone 15 and iPhone 15 Plus by $100/£100 when the iPhone 16 and 16 Plus arrived. The iPhone 16 also fell in price following the launch of the iPhone 17 in 2025. However, because the iPhone 17 doubled the base storage to 256GB, the older iPhone 16 looked less attractive even at $100/£100 less.
In 2026, the pattern changed. Apple actually raised iPhone prices, blaming higher memory costs. Even the year-old iPhone 17 and two-year-old iPhone 16 increased by $100, showing that older iPhones don’t always become cheaper when a new generation arrives.
Is it better to buy from Apple or a carrier?
In the U.S., buying from Apple is usually the better option if you value flexibility. If you pay in full or use Apple’s own financing, the iPhone is unlocked, so you can switch carriers or use another eSIM when traveling. Apple also accepts trade-ins and, importantly, many AT&T, T-Mobile and Verizon promotions are available when buying through Apple.
However, an iPhone bought from Apple but financed through an AT&T, T-Mobile or Verizon device-payment plan is locked to that carrier until it has been paid off. An iPhone bought outright from Apple isn’t.
The main reason to buy directly from AT&T, T-Mobile or Verizon is to take advantage of a particularly good promotion. U.S. carriers frequently advertise large trade-in credits or “free” iPhones, especially when you add a line or switch networks. The catch is that the discount is usually provided as monthly bill credits over 24 or 36 months, so if you leave early you can lose the remaining credits.
In the U.K., Apple sells iPhones unlocked and SIM-free, allowing you to shop separately for a SIM-only plan from EE, Vodafone, O2, Three or an MVNO. This makes it easier to switch networks and can work out cheaper over the life of the phone than bundling the handset and airtime into a single contract.
Apple isn’t necessarily the cheapest place to buy, however. Amazon U.K. and other retailers frequently discount SIM-free iPhones, and there can be substantial savings during sales events such as Black Friday.
Networks can also offer compelling promotions, including enhanced trade-in values, discounted airtime, generous data allowances or lower monthly payments. But make sure you compare the total cost of the contract, rather than focusing on the headline monthly price.
When are the best iPhone deals?
The earliest you could expect to get a discount on the newest iPhones is around Black Friday at the end of November, so you might be planning to hold out until then. However, the deals we tend to see, if any, are usually for older handsets. See our round-up of Best Black Friday iPhone deals for more.
Nor should you expect to get a discount in an Apple Black Friday sale. Apple’s Black Friday sale usually only takes the form of vouchers with select product purchases, rather than a discount, and it is unlikely that the newest iPhone would qualify as in previous year’s new iPhones haven’t been included.
Note that while shopping events like Black Friday gets all the attention, that’s not the only time you can get discounts on Apple products: we see discounts all the time. Another event where we see good iPhone deals is Prime Day, which happens in June or July and October every year. So take a look at the iPhone deals for Amazon Prime Day sale to see what you might be able to save.
In our experience, we don’t tend to see discounts on the newest handset until the spring – and these are always from third-party resellers, never from Apple. In fact, we don’t tend to see the iPhone discounted in the U.S. very often, most of the discounts we see are in the U.K. where unlocked iPhones are often sold off-contract at a good discount.
Is it worth buying a refurbished iPhone?
Yes, buying a refurbished iPhone is absolutely worth it for most people, especially if you want to save money without sacrificing quality.
Buying refurbished is a great way to “pick up a bargain” while still getting a premium device. You can typically save 15% to 30% compared to buying new, and sometimes much more on older models.
A common misconception is that refurbished is the same as buying a used phone from a stranger, though. It’s not. A used phone is sold “as-is,” with no guarantee it will work properly. A refurbished phone has been professionally inspected, tested, and repaired if needed, and it comes with a warranty.
If you want the highest quality, Apple’s own refurbished store is the gold standard.
Conclusion: When is the best time to buy a new iPhone?
The worst time to buy is usually between July or August, mainly because with new iPhones on the horizon the price of the older handsets are likely to drop very soon.
If you want the newest iPhones then the best deals don’t tend to come before the spring and summer months. If you are happy to buy an older iPhone then you will probably see decent deals around Prime Day and Black Friday – but deals happen all year round.
We hope this article has proved helpful in reaching an informed buying decision. Remember that good prices can be found all year round, if a retailer is feeling generous and you know where to look: read our guide to the best iPhone deals for more on that.
Wondering how long Apple supports iPhones for? Read How long do iPhones last.
