An iPhone costs as much as a personal computer. That shouldn’t be surprising when you consider an iPhone basically is a personal computer. It just happens to fit in your pocket. But with even the most affordable iPhone in Apple’s current range – the iPhone 17e – starting at $599/£599, it’s fair to ask: when is the best time to buy an iPhone? And is there a clever way to get the best deal? The answer is: it depends.
Apple rarely cuts the price of any product over the course of its life. An exception is when a new model replaces an existing one. If the older device remains in the lineup, it usually receives a small price cut. That’s been the case with iPhones for some time: each year, a new “standard” iPhone arrives, and last year’s model sticks around for a little less outlay.
What you need to decide is whether you want the latest technology.
Get in early
The best time to buy an iPhone Pro is the day it goes on sale.
If you want a new iPhone, the best time to buy is unquestionably as close to the release date as possible. Apple doesn’t drop the price of Pro and Air models. And the standard iPhone won’t become cheaper until its successor arrives. So dither for a number of months and you’ll pay the same price for older technology.
With iPhones that stay on sale for multiple years – as the SE did and the 17e and 17 may well – this is an especially important consideration. Buying one early means getting the most out of the technology for the longest possible time. Paying full price 18 months after release is far less appealing.
If you’re – in theory – happy with older-generation phones, think about value rather than price alone. A discounted older iPhone isn’t automatically a better buy. For example, the iPhone 17 is such a step up from the iPhone 16 that it’s worth stretching for the newer model if you can, as I recommended in my buyer’s guide.
It’s complicated
Buying second-hand? Wait until replacement models appear.
There are some additional considerations. Refurbished models may appear mere months after launch, although not usually from Apple itself. Discounts are modest, but the devices themselves are typically indistinguishable from new. Just make sure you carefully check the returns policy before buying. You may also find retailers run occasional promotions on new iPhones, but, again, savings tend to be small.
If buying second-hand, be very wary of scams and the like. The best time to buy is usually after a new iPhone launch. People will be looking to offload their older devices, but their value will have taken a hit due to Apple’s latest gear. An exception is if someone’s offloading a new iPhone mere months after release, at a hefty discount, and in great condition. Again, be wary!
A greater unknown is market volatility. Apple hiked prices across a number of products in June 2026 in response to rising component costs driven by AI demand. The iPhone escaped, but that may not last forever. If memory and storage prices continue to climb, Apple may ramp up the starting price of the next Pro, or even increase the price of existing units between refreshes for the first time.
Of course, that’s all speculation. The general advice is not. Buy a new iPhone soon after launch. Snap up a previous-generation model as soon as the price is cut. And buy second-hand soon after replacement models appear. Those are the sweet spots for long-term value.