When does the new iPhone come out, and should you sell now or wait?

Apple follows a steady annual pattern. A new iPhone is announced in the first or second week of September, and the phones ship to buyers roughly ten days after the announcement. There is no fixed calendar date, but the September window has held for years, so you can plan around it.

As of June 2026 the current model is the iPhone 17, released in September 2025. The iPhone 18 is expected in September 2026. If you own an iPhone and intend to sell it, the short answer is to act before the launch rather than after. Selling in July or August generally beats waiting until October, because the outgoing generation tends to lose value in the weeks around a launch.

The annual iPhone release calendar

Apple has kept a predictable rhythm for the main iPhone line. The pattern looks like this:

• An announcement event in the first or second week of September.
• Pre-orders opening within a few days of the event.
• Phones in buyers' hands about ten days after the announcement, usually a Friday.

These are patterns, not promises. Apple has shifted timing before, and some models in a generation can arrive later than the headline phones. Use September as your planning anchor, and treat the exact day as a detail you confirm closer to the time.

What is current right now

The iPhone 17 is the current generation in June 2026. It came out in September 2025, which means it has been on sale for roughly nine months. The iPhone 18 is expected in September 2026, so the iPhone 17 is now the model most likely to be replaced at the next launch.

That timing matters for resale. A phone that is about to become "last year's model" is the one most exposed to a launch-related dip. If you are holding an iPhone 17 or an older model and thinking about selling, the months before September 2026 are the part of the cycle worth paying attention to.

How a launch hits resale value

When a new iPhone arrives, demand shifts toward it and the second-hand market reprices older models. Based on past cycles, the outgoing generation's resale value tends to soften by an estimated 15-30% in the weeks around a launch. The steepest part of that drop usually comes right after the announcement, before the new phone has even shipped, because the market reacts to the news rather than to availability.

The size of the dip depends on the model and its condition, so treat any figure as an estimate, not a guaranteed price. Higher-end models in good condition often hold up better than entry models, which is worth knowing if you are weighing one phone against another. For a closer look at which models tend to keep their value, see our guide on which iPhone holds value best.

This is also part of a wider trend: phones lose value steadily over their whole life, and a launch just speeds up an already downward path. If you want the background, we cover it in how fast phones lose value.

A decision framework: sell now or wait

You do not need to predict the market perfectly. You just need to match the timing to what you actually plan to do.

• If you plan to sell within the next few months, sell before September. July or August generally gives you a better return than October, because you are ahead of the launch dip rather than behind it.
• If you are upgrading to the new iPhone anyway, sell your current phone before the announcement and use a backup or older handset for the short gap. Waiting until after you have the new phone usually means selling into a softer market.
• If you genuinely do not need the money and are happy to keep the phone, timing matters less. Just know that the value will keep drifting down, so "later" rarely means "more".

The one timing trap to avoid is waiting for the launch out of curiosity and then selling in the weeks just after it. That is the window where the dip is usually largest. For more on reading the cycle, see when to sell your iPhone.

Getting a price without committing

You can check what your phone is worth today without deciding anything yet. Cash My Tech gives an instant online quote, and if you accept it the price is locked for five days while you back up and prepare the device. That lock is useful around launch season, because it holds your price steady even as the wider market moves.

To see live quotes for your model, head to sell your Apple device or browse the full list on the products page.

Common questions

When exactly does the new iPhone come out?

Apple announces a new iPhone in the first or second week of September each year, with the phones shipping about ten days later. The exact date varies, so confirm it nearer the time, but September is the reliable planning window.

What is the latest iPhone right now?

As of June 2026 the current model is the iPhone 17, released in September 2025. The iPhone 18 is expected in September 2026.

How much value does my iPhone lose at a launch?

Based on past cycles, the outgoing generation tends to soften by an estimated 15-30% in the weeks around a launch, with the steepest drop right after the announcement. The exact figure depends on the model and its condition, so treat it as an estimate rather than a fixed price.

Is it better to sell before or after the new iPhone is announced?

Before. Selling in July or August generally beats waiting until October, because you stay ahead of the launch-related dip instead of selling into it.

Sell your iPhone with Cash My Tech

Cash My Tech is a UK postal buyback service. There is no walk-in shop: you get an instant quote online, and if you accept it, the price is locked for five days while you prepare your device. A free prepaid postage label comes with your booking. Send the phone in, and once it is inspected before 2pm on a working day, payment arrives the same day by UK bank transfer.

Every device goes through a certified data wipe in line with UK GDPR and the WEEE Regulations 2013. Cash My Tech buys iPhones, Samsung Galaxy, and Google Pixel devices in any condition, including cracked screens and faulty handsets. The service is rated 4.8 out of 5 from over 1,250 verified UK reviews.

Ready to see what your phone is worth? Get an instant quote on the sell your Apple device page, or browse every model we buy on the products page.