Pros and Cons of Buying an iPhone Directly From Apple

Switching carriers at any time: The biggest benefit to buying an unlocked phone from Apple is that you can switch cell phone providers at will, even if you haven’t yet paid off your phone. That’s handy if you’re looking to shave costs on an expensive cell phone plan by shifting to, say, a small budget carrier. If you buy your phone through a carrier, you likely have to pay the full remaining balance before bolting.

Frequent upgrades: If you like having the latest and greatest iPhone, the Apple Upgrade program makes replacing a phone convenient and affordable. For a monthly fee, you get to use the latest iPhone for a set term (either 1 or 2 years) and trade it in for the newest-gen phone at the end of your contract. (You can also upgrade early for a fee.) Apple’s leasing program is managed by Klarna, a third-party consumer credit company, and requires a soft credit check to confirm eligibility.

If you were to lease the iPhone 18 Pro for two years at $34.99/month, you’d pay about $840 total, or roughly 70 percent of the full $1,199 cost. One caveat: You must have service with AT&T, T-Mobile, or Verizon to participate in the program, which is a bummer for folks who use the providers at the top of our ratings list. (AT&T and Verizon sit near the very bottom.)

(Apple still offers the option to pay off a phone in monthly installments and eventually own the phone outright using an Apple Card credit card with zero percent interest, which is similar to financing offers from carriers.)

Potentially missing special discounts: It’s smart to check for deals from your carrier before buying your iPhone from Apple, especially if you have an old phone you can trade in. Apple does offer similar deals, including some in collaboration with carriers. For example, AT&T and T-Mobile customers who purchase directly through Apple can get up to $1,200 off the cost of an iPhone 18 Pro when trading in an old phone. However, carriers may offer better limited-time promotions if you, say, add a new line, switch to their service, or upgrade your plan.

Fewer trade-in options for Android phones: If you’re moving from Android to Apple, know that Apple does offer trade-in value for certain Android phones. However, depending on the model and its condition, your carrier might offer more money back for a wider variety of non-Apple models.

Shorter financing term: Apple’s standard financing option (now offered through an Apple credit card) lasts 24 months, so your installments might be slightly higher than with a carrier, which typically offers a longer 36-month term. However, you can also sign up for a 36-month payment plan through AT&T, T-Mobile, or Verizon when purchasing from Apple.

Whether you buy your next iPhone directly from Apple or through your service provider, you still want to pick a model that’s well-rated and a good fit. Consumer Reports tests every iPhone on measures like display quality, camera performance, battery life, and overall durability. We also have a guide to help you decide which iPhone is right for you.

CR members can see how certain top-rated iPhone models fared in our labs below, along with dozens of other models in our smartphone ratings. Test results for the new iPhone 18 Pro, 18 Pro Max, and iPhone Duo will be available in our ratings soon after the devices reach stores.