Every September, Apple unveils new devices, and millions of people start asking the same question: Which iPhone should I buy?
With the launch of the iPhone 17, the decision is trickier than ever.
On the surface, all of Apple’s current phones are fast, powerful, and capable of taking great photos. But subtle differences in features, storage, and design can quickly steer you into spending hundreds more than you planned.
This guide will help you figure out which iPhone is right for you, no matter if you’re buying your very first model or upgrading from an older device. And, importantly, it will show you how to avoid Apple’s classic “But If” trap: the clever upselling cycle that pushes buyers from one tier to the next.
Which iPhones Are Available in 2025?
Apple’s lineup now spans six main devices on their official store:
- iPhone 17 Pro and Pro Max – the flagship models, starting at $1,099.
- iPhone Air – a new ultra-thin option at $999.
- iPhone 17 – the standard model, priced from $799.
- iPhone 16 and 16 Plus – last year’s models, now starting from $699.
- iPhone 16e – the most affordable at $599.
It’s worth noting that even the entry-level iPhone 16e is a fast, capable phone that can handle almost anything you throw at it. Spending more doesn’t always mean you’ll see a dramatic difference in everyday use.
Beyond Apple’s official store, you can also find older models through the Apple Refurbished Store, Amazon, Best Buy, and other retailers. Refurbished devices can be a great way to save money, though buying direct from Apple or Best Buy usually means more consistent quality and warranty coverage.
Budget Buyer’s Guide: iPhone 16e vs iPhone 16 vs iPhone 17
If you’re shopping on a tighter budget, your main options are the iPhone 16e, iPhone 16, and the new iPhone 17. Here’s how they stack up:
- iPhone 16e ($599): The cheapest way into Apple’s ecosystem. Still has strong performance, but lacks some modern features like MagSafe, and only supports slower 7.5W wireless charging.
- iPhone 16 ($699): A step up with Dynamic Island, Camera Control, and better camera hardware. It adds MagSafe support for faster wireless charging and accessory compatibility. Battery life, however, is slightly shorter than the 16e.
- iPhone 17 ($799): The real standout this year. For $200 more than the 16e, you get a ProMotion 120Hz Always-On display, brighter outdoor visibility (3,000 nits), and 256GB base storage instead of 128GB. It also introduces dual capture recording (front and rear cameras at once) and upgraded ultrawide photography.
For most people, the iPhone 17 offers the best balance of price and features. It feels like Apple deliberately positioned it as the “sweet spot” in the lineup.
The “But If” Problem: Apple’s Classic Upsell Trap
Here’s where Apple’s clever marketing comes in. Buyers often start with the cheapest option but quickly fall into the “But If” cycle:
- But if I buy the iPhone 16e, I’ll miss MagSafe and Dynamic Island, so maybe I should upgrade to the 16.
- But if I’m already paying for the 16, I may as well spend a little more for the Plus model with a bigger screen.
- But then the iPhone 17 is only a bit more, and it has better storage and a smoother display.
Suddenly, your $600 budget has stretched to $800 or beyond.
To avoid overspending, figure out your must-have features first. For many people, storage is the most important decision. If you take a lot of photos, shoot video, or download apps and podcasts for travel, 256GB should be your baseline. Most people with 128GB models eventually run out of space, even with iCloud backups.
The good news? The iPhone 17 starts at 256GB, while the 16 series still starts at 128GB. That alone makes the iPhone 17 the safer long-term choice for budget-conscious buyers who want room to grow.
iPhone 17 Air: Premium Price, Questionable Value
Apple added a brand-new option to the lineup this year: the iPhone 17 Air. It’s slim, lightweight, and runs the same A19 Pro chip found in the flagship Pro models. On paper, that sounds impressive, but the Air comes with trade-offs that make it hard to recommend for most people.
The Air has:
- A titanium frame for rigidity.An incredibly thin body.A very small battery, so small that Apple introduced a dedicated MagSafe power bank to offset it.
Even with that extra power bank, battery performance doesn’t compare to the iPhone 17 or Pro models. The Air also lacks key camera features, offering only a single lens with 1x and 2x zoom, no ultrawide, and no telephoto. It misses out on many of the advanced photography and video tools available across the rest of the range.
And here’s the kicker: it costs £999, which puts it above the base iPhone 17 despite being worse in almost every way. Unless thinness is your top priority, the Air feels like a compromise.
iPhone 17 Pro vs Pro Max: The Flagship Experience
If you’re after the best Apple has to offer, your choice comes down to the iPhone 17 Pro and iPhone 17 Pro Max.
For the first time in years, the Pro and Pro Max share nearly identical specs. The only differences? The Pro Max gives you a bigger display, a larger battery, and an exclusive 2TB storage option.
Why choose the Pro?
- Easier to use with one hand and more pocket-friendly.
- Same A19 Pro chip and performance as the Pro Max.
- Still offers ProRAW shooting, ProRes video, and the stunning new 8x optical-quality telephoto camera.
Why choose the Pro Max?
- Bigger battery for heavy users.
- Larger display, ideal for streaming, gaming, or productivity.
- 2TB model for those who need maximum storage.
Both models shine in photography. The Pro-level cameras deliver exceptional results, particularly for parents, creators, or anyone who relies on their phone for high-quality shots. Add in ProRAW editing flexibility and video tools, and you’ve got a pocket-sized powerhouse.
Watch the Full iPhone 17 Buyer’s Guide
Want to see these phones in action? Watch my full iPhone 17 Buyer’s Guide video for hands-on comparisons, real-world tests, and a closer look at which model suits your needs.
Should You Upgrade to the iPhone 17?
Here’s the bottom line: the iPhone 17 lineup has something for almost everyone, but not every model is worth your money.
On a budget? The iPhone 16e is fine, but the base iPhone 17 gives you a massive jump in features and value for just a bit more.
Want the thinnest phone ever? The Air is sleek but comes with real sacrifices in battery life and camera quality.
Need the best Apple makes? The iPhone 17 Pro is the sweet spot, while the Pro Max is perfect if you want maximum screen size and storage.
If you’re still on an iPhone 13 or older, the performance leap to even the base iPhone 17 is huge. And if you’re tired of incremental upgrades, it may even be the year to consider alternatives like the Pixel 10 or Samsung Galaxy S25 Ultra.
In short: define your must-haves (storage, display, camera) and resist Apple’s classic “but if…” trap that nudges you into spending hundreds more than you planned.
More From Pete Matheson
If you found this guide useful, make sure you don’t miss my upcoming reviews of the best iPhone 17 cases and accessories. You’ll also get my honest takes on Apple, Google, and Samsung’s latest devices every week.
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