Key Points:
- The best time to buy a new iPhone is in September, as that's when the latest models are unveiled by the Californian company.
- Samsung holds two big events every year, the Galaxy Unpacked keynotes, which reveal the newest S-series and foldable/flippable phones in Q1 and Q3, respectively.
- You can get the deepest discounts on the current generation handsets by purchasing models just before a new one is set to be revealed or released.
Knowing when to buy a new phone can help you make the most of your Talkmobile SIM Only plan. With so many new handsets released every year from major manufacturers like Apple, Samsung, Sony, Nothing, Google, and others, it can be difficult to know when to pull the trigger. There's no one-size-fits-all answer here, as you'll often have the choice between a brand new release, scoring a saving from a previous model, or as part of a bundle. We're showing you how to get the best prices available online, what to look out for, and when it could be the right time to upgrade in 2026.
When is the right time to buy a new smartphone in 2026?
There are two major windows to consider when buying a new smartphone in 2026. Your biggest decisions come down to either wanting to be ahead of the curve with the latest models from Apple, Samsung, and others, or choosing the ideal time to invest in the previous-generation model at the lowest price online. That's why we're giving you the choice of both, including the timelines to look out for.
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When to buy the latest smartphones
If you're eyeing up a new iPhone but you're unsure of when to invest in the latest model, then there are a few things you need to know. Apple always reveals its newest flagship model, the numbered entries, like the iPhone 17 and iPhone 16 before it, in Autumn, usually in September. Apple Keynotes (now simply called Apple Events) reveal the latest developments from the company. We typically see the latest iPhone in action, but also the newest iterations of MacBook, Mac, and iPad hardware as well. This means that the best time to buy a new iPhone reliably year-on-year is to wait for the Apple Events held in early to mid-September and then pre-order or buy outright at release.
If you want to get the latest Samsung smartphone, then you need to wait a little longer. The South Korean company holds two Galaxy Unpacked events each year, and (usually) reveals the newest smartphone generation, such as the Samsung Galaxy S26 and S25 lineup, before it, during Q1, which typically is held in either January or February. If you're waiting on the likes of a potential Samsung Galaxy S27, then there's still time. That's not the be-all-end-all, though. The company's Summer Unpacked event tends to reveal the latest iterations of the foldable lineup, such as the Galaxy Z Fold and Galaxy Z Flip series, so you have two choices of when the right time to invest is for you.
When is the best time to buy other Android smartphone brands?
As there are so many Android brands and dozens of respective budget, mid-range, and flagship models released every year, the answer becomes a little more complicated. As such, we're going through a rough timeline based on historical patterns for other brands, such as Google Pixel, OnePlus, Xiaomi, and Sony, below.
| Smartphone brand | Reveal window (approx) | Release window (approx) |
| Google Pixel | Mid-August (Made by Google event) | Late August |
|---|---|---|
| OnePlus | September/October | November to January |
| Xiaomi | October/November (China) | February/March (Worldwide) |
| Sony | May/June (No set schedule) | June (No set schedule) |
| Motorola | May | June |
| Nothing | March | July |
When is the best time to buy a cheaper phone?
Now that we know when many of the latest Apple and Android smartphones are released, we can speculate on when the best time to save some serious money is, and it's easier than you may think. As companies gear up to release their latest models, discounts on the then-current devices emerge, as retailers clear shelf space (both real and virtual) for their arrival. It's nice and easy to follow, and here's what you need to know.
- Apple - Deepest discounts on the latest-generation iPhone in the Summer from retailers or the secondhand market
- Google Pixel - Early Summer sees the largest savings as people gear up for the Made by Google event
- OnePlus - Buying before the end of the year, in October/November, for the deepest discounts
- Xiaomi - As soon as the new models are announced, the older ones do go on sale directly and from trusted retailers
- Sony - Buy an Xperia early in the year following the release window of the previous phone for a discount - they do not hold their value
- Motorola - Most Motorola phones will be discounted in the springtime ahead of the big Summer launch window
