Best time to buy an iPhone in 2026: When prices drop & which model to buy

Macworld

If you’re planning to buy a new iPhone, timing your purchase can save you hundreds of pounds or dollars. There are certain times of the year when buying a new iPhone is a bad idea, and others when you can pick up a bargain.

While Apple rarely discounts its latest models, prices often fall after new iPhones launch in September, during major sales events such as Black Friday, and through retailer and carrier promotions throughout the year.

Whether you’re looking for the latest iPhone or hoping to get the best value on an older model, understanding Apple’s release cycle – and when retailers typically cut prices – can help you decide whether to buy now or wait.

In this guide, we’ll explain the best times to buy an iPhone in 2026, when you should hold off on upgrading, and how to get the biggest savings. We’ll also answer common questions, including when Apple is likely to reduce the price of older iPhone models and whether it’s worth waiting for the next generation.

Best and worst times buy an iPhone in 2026: At a glance

2026	iPhone 17 Pro/Max	iPhone 17/17e	iPhone Air
January	Buy	Buy	Buy
February	Buy	Buy	Buy
March	Buy	Buy	Buy
April	Buy	Buy	Buy
May	Buy	Buy	Buy
June	Buy: Best for deals	Buy: Best for deals	Buy: Best for deals
July	Wait	Buy	Buy
August	Wait	Buy	Buy
September	Buy new generation	Buy	Buy
October	Buy new generation	Buy: Best for deals	Buy: Best for deals
November	Buy new generation	Buy: Best for deals	Buy: Best for deals
December	Buy new generation	Buy: Best for deals	Buy: Best for deals

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Buying just before a refresh means you could miss out on new features or pay full price for a model that’s about to be superseded.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?

• Buy now to avoid price hikes

Ida Blix

We’re updating this article in July 2026, and for most people we’d usually recommend waiting a little longer before buying certain iPhone models. Apple is expected to unveil the iPhone 18 Pro and Pro Max and an all-new foldable iPhone Ultra in September. If you buy a current Pro model now, you could regret it just a couple of months later.

However, this year there is one important reason to consider buying sooner rather than later. In June, Apple raised prices across its Mac and iPad ranges in response to higher memory costs and ongoing supply shortages. That has led many analysts to expect iPhone prices to increase this September as well. While nothing is certain until Apple announces the new lineup, we think there’s a good chance the iPhone 18 Pro could launch at around $100/£100 more than today’s iPhone 17 Pro.

If you’re planning to buy an iPhone 17, iPhone 17e or an iPhone Air, now is a good time. Their successors aren’t expected until spring 2027, so you won’t be immediately replaced by a newer model. Better still, if you can wait a little longer, October Prime Day and Black Friday are typically among the best times of the year to find iPhone deals.

iPhone	Status
iPhone 17 Pro Max	Wait for new model in September (or buy now to avoid higher prices)
Phone 17 Pro	Wait for new model in September (or buy now to avoid higher prices)
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 Plus	Avoid
iPhone 16	Avoid

For help deciding which model to buy read our Best iPhone comparison.

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. Current rumors suggest Apple will launch the iPhone 18 Pro, iPhone 18 Pro Max, and the rumored foldable iPhone Ultra in September 2026. The standard iPhone 18, iPhone 18e, and iPhone Air 2 are instead 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. 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 series?

As of July 2026, the iPhone 18 series is shaping up to be one of Apple’s most significant launches in years – but whether you should wait until the September launch depends heavily on which model you’re interested in and how urgently you need a new phone.

The upcoming iPhone 18 Pro is expected to offer a variable aperture camera, a Smaller Dynamic Island due to under-display Face ID, new colours including Dark Cherry and up to 15% faster performance and 30% better power efficiency from the A20 chip. It’s also likely to have a higher price though.

Also rumored for September is the iPhone Ultra – expected to be a book-style foldable that opens up to offer a 4:3 aspect ratio, closely resembling an iPad mini in size and shape.

Wait if you like the sound of Apple’s first-ever foldable device and the meaningful hardware upgrades coming to the Pro models, including new camera technology.

Don’t wait if you want to avoid the inevitable price increases coming as a result of global RAM shortages.

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 you buy an iPhone 17?

Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide Product Price Price comparison from Backmarket

Is now a good time to buy? Yes.

With a larger screen, twice as much storage, a peek brightness of 3,000 on the ProMotion and Always-On screen, and 8 more hours of battery life, this is already shaping up to be a much better iPhone than the iPhone 16.

There’s also the new 18MP Centre Stage front camera and two 48MP rear cameras. The iPhone 17 is a good allrounder iPhone and we recommend buying one, unless you are desperate for a telephoto lens.

Apple isn’t expected to introduce the iPhone 18 until spring 2027.

Read our full Apple iPhone 17 review

Should I buy an iPhone 17 Pro?

Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide Product Price Price comparison from Backmarket

Is now a good time to buy? No (unless you want to avoid price hikes).

All the late 2025 iPhones offer 3,000 nits max, Pro Motion and Always On, so this is no longer a reason to buy the Pro iPhone models, now the main differentiator is really just the additional camera on the rear because even the iPhone Air features the A19 Pro chip.

If you need a new iPhone right now and you want advanced photography and video capabilities, the iPhone 17 Pro is the one to buy. If you consider yourself a power user, a professional creator, or if you are a gamer the iPhone 17 Pro is the better choice.

If you want to avoid the inevitable price hikes coming with the next generation, buy now.

Otherwise, wait for the iPhone 18 Pro.

Read our full Apple iPhone 17 Pro review

Should I buy an iPhone 17 Pro Max?

Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide Product Price Price comparison from Backmarket

Is now a good time to buy? No (unless you want to avoid price hikes).

The Pro Max is essentially the same phone as the iPhone 17 Pro, but with a larger display and better battery life (37 hours). If you need those features, along with additional camera lens, this is the model to buy, especially if you want to avoid the upcoming price hikes.

But if it’s the best iPhone you want, and you can wait until September, the iPhone 18 Pro Max will probably suit you better.

Read our full Apple iPhone 17 Pro Max review

Should I buy an iPhone Air?

Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide Product Price Price comparison from Backmarket

Is now a good time to buy? Yes.

The iPhone Air is for those who want an ultra-thin design.

There are trade-offs though, such as reduced battery life and a single rear camera, but this is a phone with wow factor and bragging rights.

In the U.K. we regularly see as much as £200 off this handset, so if you want a bargain this is the iPhone to consider.

Read our full Apple iPhone Air (2025) review

Should I buy an iPhone 17e?

Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide Product Price Price comparison from Backmarket

Is now a good time to buy? Yes.

The iPhone 17e launched in March 2026. With the iPhone 17e Apple addressed the most painful shortcomings of its predecessor, the iPhone 16e, without raising the price.

The iPhone 17e is a smart choice for anyone upgrading from an older iPhone (like the iPhone 11, 12, or 13), switching from Android, or buying their first smartphone.

Apple isn’t expected to introduce the iPhone 18e until spring 2027.

Read our full Apple iPhone 17e review

Should I buy an iPhone 16 Plus?

Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide Product Price Price comparison from Backmarket

Is now a good time to buy? Yes.

If you want a larger iPhone and the iPhone 17 Pro Max is too expensive for you then the iPhone 16 Plus is your best option. Apple didn’t launch an iPhone 17 Plus, so there is no longer an affordable option for those who want, or need, a bigger iPhone.

Should I buy an iPhone 16?

Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide Product Price Price comparison from Backmarket

Is now a good time to buy? No.

We would avoid the iPhone 16 because it really doesn’t offer good value for money when compared to the iPhone 17, which offers twice as much storage as well as all the other additional features of the 2025 range.

Read our full Apple iPhone 16 review

FAQ

1.

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 the iPhone Upgrade Program: Apple offers a scheme called the iPhone Upgrade Program, which works with your carrier and starts at $39.50/£42.95 per month. This program lets you upgrade to the new iPhone each time one is announced, staying on the same or a very similar plan.

2.

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.

3.

When do iPhone prices drop?

We know based on past experience that Apple is very unlikely to drop the price of an iPhone in the first year of sales.

However, Apple does usually reduce the price of the previous year’s iPhone when it introduces the new model – so expect Apple to discount its older handsets in September.

4.

How much do prices drop when a new iPhone comes out?

When Apple introduces new iPhones it usually keeps the prices the same as the previous generation, at least in the U.S. (elsewhere there can be currency fluctuations to take account of).

In 2024 Apple reduced the price of the iPhone 15 and 15 Plus by $100/£100 in September 2024 when the iPhone 16 and 16 Plus were introduced.

The price of the iPhone 16 also dropped in 2025 with the arrival of the iPhone 17, but crucially this time the iPhone 17 has twice as much storage at the entry-level, so at only $100/£100 less but with half the storage the iPhone 16 really doesn’t look like a good deal.

However, in 2026 Apple is expected to raise prices due to the increasing prices for memory.

5.

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.

6.

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.