Best time to buy an iPhone in 2026: Buy now or wait for Black Friday?
Macworld ·
Macworld If you’re planning to buy a new iPhone, should you buy now or wait for Black Friday? With the iPhone Duo going on sale tomorrow, October 23, Apple’s latest lineup will be complete – but the newest models aren’t necessarily the best buys. The Duo joins the iPhone 18 Pro and Pro Max , although limited launch stock means getting Apple’s first foldable could require patience. Meanwhile, there are some excellent U.K. deals on the discontinued iPhone 17 Pro and Pro Max as retailers clear remaining stock. If you want premium cameras and performance without paying the latest Pro prices, those older models are worth considering. Apple rarely discounts its newest iPhones directly, and its 2026 price increases have made choosing carefully even more important. Black Friday may bring better offers, particularly through carriers and trade-in promotions, but a strong discount on the right phone can make buying now worthwhile. In this guide, we explain whether now is a good time to buy each iPhone, which models are worth waiting for, and when to expect the best deals. We’ll help you weigh the appeal of Apple’s newest hardware against the savings available on older models. 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 October Buy On sale October 23; limited launch stock Buy: Check for deals Buy: Check for deals November Buy: Check for deals Check stock and delivery dates Buy: Check for deals Buy: Check for deals December Buy: Check for deals Check stock and delivery dates Buy: Check for deals Buy: Check 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: Check for deals Buy: Check 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: Check for deals Buy: Check for deals July Buy: Check for deals Buy: Check for deals August Wait for next generation Wait for next generation Best times to buy the iPhones in 2026 and 2027. 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. We are currently seeing fantastic savings on the iPhone 17 Pro and Pro Max – you can pay up to £500 less than you would for the equivalent iPhone 18 Pro or Pro Max. We expect to see similar deals over Black Friday in November. iPhone Deal RRP Lowest iPhone Air, 256GB £799 Get the deal at Amazon £300 off £1,099 (was £999) £699 iPhone Air, 512GB £999 Get the deal at Amazon £300 off £1,299 (was £1,199) £774 iPhone Air, 1TB £1,199 Get the deal at Amazon £500 off £1,699 (was £1,399) £984 iPhone 17e, 256GB £699 at Amazon £699 (was £599) £534 iPhone 17e, 512GB £899 at Amazon £899 (was £799) £769 iPhone 17, 256GB £899 at Amazon £899 (was £799) £737 iPhone 17, 512GB £1,059 Get the deal at Amazon £50 off £1,099 (was £999) £949 iPhone 17 Pro, 256GB £999 Get the deal at Amazon £200 less than iPhone 18 Pro Discontinued (was £1,099) £1,037 iPhone 17 Pro, 512GB £1,149 Get the deal at Amazon £250 less than iPhone 18 Pro Discontinued (was £1,299) £1,199 iPhone 17 Pro, 1TB £1,299 Get the deal at Amazon £500 less than iPhone 18 Pro Discontinued (was £1,499) £1,399 iPhone 17 Pro Max, 256GB £1,099 Get the deal at Amazon £200 less than iPhone 18 Pro Max Discontinued (was £1,199) £1,137 iPhone 17 Pro Max, 512GB £1,299 Get the deal at Amazon £200 less than iPhone 18 Pro Max Discontinued (was £1,399) £1,349 iPhone 17 Pro Max, 1TB £1,499 Get the deal at Amazon £400 less than iPhone 18 Pro Discontinued (was £1,599) £1,549 iPhone 18 Pro, 256GB £1,199 at Amazon £1,199 £1,199 iPhone 18 Pro, 512GB £1,399 at Amazon £1,399 £1,399 iPhone 18 Pro, 1TB £1,799 at Amazon £1,799 £1,799 iPhone 18 Pro Max, 256GB £1,299 at Amazon £1,299 £1,299 iPhone 18 Pro Max, 512GB £1,499 at Amazon £1,499 £1,499 iPhone 18 Pro Max, 1TB £1,899 at Amazon £1,899 £1,899 iPhone Duo Out of stock at Amazon £1,999 – Amazon is offering £20 off the iPhone 18 Pro and 18 Pro Max if you are approved for an Amazon Barclaycard. 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 $899/£899 (although it was previously $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 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 Buy now or wait for Black Friday discounts iPhone 18 Pro Buy now or wait for Black Friday discounts iPhone Duo On sale October 23; limited stock iPhone Air Buy now or wait for Black Friday discounts iPhone 17 Buy now or wait for Black Friday discounts iPhone 17e Buy now or wait for Black Friday discounts iPhone 16 Avoid unless heavily discounted Current guidance about whether it’s a good time to buy an iPhone. 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. Apple announced the iPhone 18 Pro, iPhone 18 Pro Max and iPhone Duo in September 2026, but their availability differed: the Pro models went on sale September 18, while the Duo goes on sale October 23. 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: Retailer Price Check Price comparison from over 24,000 stores worldwide 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 Black Friday in 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: Retailer Price Check Price comparison from over 24,000 stores worldwide 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 buy during Prime Day or Black Friday. 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 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: Retailer Price Check Price comparison from over 24,000 stores worldwide 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 and on sale from September 18. If you need a new phone and want Apple’s most capable cameras and performance, this is a good point in their release cycle to buy. 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. Buying a new phone and replacing a working iPhone 17 Pro are different decisions, however. Our iPhone 18 Pro review found substantial performance gains, while our battery test showed 12 percent longer runtime for the Pro and 25 percent longer for the Pro Max compared with their respective predecessors. Those improvements strengthen the case for buyers moving from an older phone. If your 17 Pro still meets your needs, though, there is less reason to upgrade: the design and most capabilities remain familiar, with the main new features concentrated in photography. 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. Read our full Apple iPhone 18 Pro review Should I buy an iPhone Duo? Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide Is now a good time to buy? Yes, if you want Apple’s first foldable, but expect a long wait due to limited stock. The iPhone Duo goes on sale October 23, starting at $1,999/£1,999. Initial launch-day allocations sold out quickly after preorders opened on October 16, with online delivery estimates slipping to late January 2027. Apple has confirmed limited stock for walk-in customers at its stores on launch day, but availability is not guaranteed. The main attractions are its 7.6-inch folding display and Split View multitasking, giving you more space for reading, watching videos and working across apps. Independent reviews are now available. Reviewers praise the hardware and hinge, but some found examples of apps and games that did not fit the larger screen properly. Battery experiences also varied between publications. Our advice is to try the Duo in person and check your essential apps before committing. Buy if the folding display solves a specific need; wait if you want more evidence about durability or improvements to app compatibility. The iPhone 18 Pro remains a more affordable alternative with a more versatile camera system. Black Friday falls on November 27, five weeks after launch. Carrier incentives and trade-in promotions are possible, but we would not recommend waiting solely in expectation of a large outright discount. Compare the total contract cost and delivery date, not just the advertised saving. Should I buy an iPhone 17 Pro or Max? Best Prices Today: Retailer Price Check Price comparison from over 24,000 stores worldwide 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 Best Prices Today: Retailer Price $829 View Deal $829.99 View Deal Price comparison from over 24,000 stores worldwide 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 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 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. 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 that 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 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. 4. 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. 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 get 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.