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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 WheniPhone 18 Pro/MaxiPhone DuoiPhone 17/17e iPhone Air 2026October BuyOn sale October 23; limited launch stockBuy: Check for dealsBuy: Check for dealsNovember Buy: Check for dealsCheck stock and delivery datesBuy: Check for dealsBuy: Check for dealsDecemberBuy: Check for dealsCheck stock and delivery datesBuy: Check for dealsBuy: Check for deals2027JanuaryBuyBuyWait for next generation Wait for next generation FebruaryBuyBuyWait for next generation Wait for next generation MarchBuy: Check for dealsBuy: Check for dealsWait for next generation Wait for next generation AprilBuyBuyWait for next generation Wait for next generation MayBuyBuyJuneBuy: Check for dealsBuy: Check for dealsJulyBuy: Check for dealsBuy: Check for dealsAugustWait 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.

iPhoneDealRRPLowestiPhone Air, 256GB£799 Get the deal at Amazon £300 off£1,099 (was £999)£699iPhone Air, 512GB£999 Get the deal at Amazon £300 off£1,299 (was £1,199)£774iPhone Air, 1TB£1,199 Get the deal at Amazon £500 off£1,699 (was £1,399)£984iPhone 17e, 256GB £699 at Amazon £699 (was £599)£534iPhone 17e, 512GB £899 at Amazon £899 (was £799)£769iPhone  17, 256GB£899 at Amazon £899 (was £799)£737iPhone  17, 512GB£1,059 Get the deal at Amazon £50 off £1,099 (was £999)£949iPhone 17 Pro, 256GB £999 Get the deal at Amazon £200 less than iPhone 18 ProDiscontinued (was £1,099)£1,037iPhone 17 Pro, 512GB £1,149 Get the deal at Amazon £250 less than iPhone 18 ProDiscontinued (was £1,299)£1,199iPhone 17 Pro, 1TB £1,299 Get the deal at Amazon £500 less than iPhone 18 ProDiscontinued (was £1,499)£1,399iPhone 17 Pro Max, 256GB £1,099 Get the deal at Amazon £200 less than iPhone 18 Pro MaxDiscontinued (was £1,199)£1,137iPhone 17 Pro Max, 512GB £1,299 Get the deal at Amazon £200 less than iPhone 18 Pro MaxDiscontinued (was £1,399)£1,349iPhone 17 Pro Max, 1TB £1,499 Get the deal at Amazon £400 less than iPhone 18 ProDiscontinued (was £1,599)£1,549iPhone 18 Pro, 256GB £1,199 at Amazon £1,199£1,199iPhone 18 Pro, 512GB £1,399 at Amazon £1,399£1,399iPhone 18 Pro, 1TB £1,799 at Amazon £1,799£1,799iPhone 18 Pro Max, 256GB £1,299 at Amazon £1,299£1,299iPhone 18 Pro Max, 512GB £1,499 at Amazon £1,499£1,499iPhone 18 Pro Max, 1TB £1,899 at Amazon £1,899£1,899iPhone DuoOut 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.

iPhoneStatusiPhone 18 Pro MaxBuy now or wait for Black Friday discounts  iPhone 18 ProBuy now or wait for Black Friday discounts  iPhone DuoOn sale October 23; limited stockiPhone AirBuy now or wait for Black Friday discounts  iPhone 17Buy now or wait for Black Friday discounts  iPhone 17e Buy now or wait for Black Friday discounts  iPhone 16Avoid 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?