When it’s time to buy a new phone, you have plenty of places to choose from. You can get popular models from your mobile carrier or general stores like Walmart, Best Buy, and Target. But there’s another option I’ve used for a long time that you shouldn’t overlook: buying directly from the manufacturer.
I bought several Nexus and Pixel phones from the Google Store years ago, and have bought all three iPhones I’ve owned directly from Apple. This provides the best experience and the fewest headaches in the future.
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The biggest reason: unlocked phones
When you buy your iPhone from Apple (unless it’s through an AT&T installment plan), it comes unlocked. This means you can use it with whichever mobile carrier you want. As long as you abide by any contract terms, you can freely switch providers.
If you’ve ever bought a phone from your carrier, you’ll know the woes of having a carrier-locked device. While exact details differ by company, the typical setup is that until you pay your phone off, you can only use it with the carrier you bought it from.
Even if you pay for your phone from a carrier in full upfront, the major carriers still make you wait up to 60 days before unlocking it. It may happen automatically, or you may have to contact support and provide a bunch of information to confirm the unlock. While this should be a straightforward process, contacting major carrier support is almost always agonizing; the fewer times you have to do this, the better.
Buying your iPhone from Apple avoids all this. If you have to sell your iPhone later on, an unlocked device will have the best resale value. And if you still want to use those carriers, it’s simple to connect an iPhone purchased at Apple to them via an option at checkout.
However, I can’t believe people pay so much for the big carriers. To save even more money, I recommend going with an MVNO like Visible or Mint Mobile, where you’ll get phone service for much less than the major players.
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Carrier deals require expensive contracts
The biggest counter-argument to buying your iPhone from Apple is that carriers like Verizon and T-Mobile offer better deals. But when you consider the terms, these promos that offer a phone “on us” aren’t as good a value as they seem.
Let’s take Verizon’s current deal to get an iPhone 17 Pro. This covers the $1,099.99 cost of the 256GB iPhone 17 Pro (you can’t upgrade from the base storage with these deals) when you set up an Unlimited Ultimate plan. You must also trade in a phone from Apple, Google, Motorola, or Samsung.
However, Verizon isn’t giving you a free phone up front. Instead, you get a credit for the cost of your phone applied to your bill over 36 months. If you leave Verizon, switch to a non-Unlimited plan, or otherwise become ineligible, you have to pay off the rest of the phone.
For one person, Unlimited Ultimate costs $90/month (plus taxes and fees) when you enable autopay and paperless billing. The cheapest cost is $55/month per line with 4+ lines.
Doing the math for one person, the iPhone 17 Pro deal would require you to pay a total of $3,240 (not including taxes and fees) over 36 months, while providing $1,100 of value. Compare this to Verizon’s Visible MVNO, which runs on the same network but costs significantly less. Its most affordable plan is $275/year (including taxes and fees), or $825 for the same 36-month period.
So if you spent $1,100 on the base iPhone 17 Pro from Apple and joined Visible’s cheapest plan, your total cost after 36 months would be $1,925—or $1,315 less than Verizon’s offer. Even Visible’s top plan ($450/year) would come to $1,350 for 36 months—$790 total savings over Verizon.
All with the benefit of owning your phone from the start, having the freedom to select a larger storage capacity, and not having an expensive charge if you decide to leave Verizon.
Apple has financing options
While I recommend budgeting for a new phone and paying upfront so it doesn’t become yet another monthly payment, you don’t have to do this when you buy from Apple.
If you don’t pay in full when buying, you can finance with Apple, interest-free. Doing this requires you to select one of the four carriers Apple works with, though you aren’t forced into the most expensive plans like with the “on us” deals.
Importantly, trading in your old phone with Apple gives you a discount on the phone itself, not a service credit over months. This lessens the true price of the phone and means you own it sooner.
Plus, when you buy through Apple, you can pay off your phone early and start saving for your next one. T-Mobile’s “on us” deal ends your bill credits if you pay off your phone early.
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Fewer international limitations
Another huge benefit of buying an unlocked iPhone from Apple comes when you leave the country. With an eSIM-supported phone, I can visit international eSIM sites and download a second card to use when I’m in another region. The plans are flexible depending on how much data you’ll need and how long you’ll be in the country.
With a phone locked to a carrier, you don’t have this option until the device is paid off. Depending on your plan, you may incur a daily charge simply for being outside the US, or have to purchase a package to make calls and use data in another country.
Top-tier carrier plans (which are required for the benefits discussed above) include international usage, but that expense isn’t worth it unless you travel constantly. Having the freedom to install an eSIM lets you pick what you need, while spending less.
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Apple’s return policy
If you’re not sure about your purchase, buying from Apple has another benefit: you have 14 days from the date of delivery to return your iPhone to Apple for a full refund. If you decide the Pro Max model is too big, or the compromises of the iPhone Air are too much, then you can send the phone back and pick another one.
This is simple if you live near an Apple Store; otherwise, Apple will guide you through printing a shipping label and where to drop it off.
Many carriers also offer 14- or 30-day return policies, but hit you with a restocking fee (which can be as high as $70) or impose other limitations. When you buy from Apple, you don’t have to worry about these pressures while you test-drive your new phone.
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iPhone Upgrade Program
For those who want a new iPhone every year and don’t care about owning their phone, Apple offers the iPhone Upgrade Program. With this, you pay a monthly fee for an iPhone of your choice, plus AppleCare+ with Theft and Loss. After you make 12 payments, you’re eligible to upgrade to the latest iPhone series and start over.
Current costs range from $42.41/month (256GB iPhone 17) to $94.50/month (2TB iPhone 17 Pro Max). As discussed in our iPhone Upgrade Program overview, this plan is convenient, but only a good deal if you think you’ll use AppleCare+ and want a new phone every year. Otherwise, it’s a better value to buy your phone outright, then sell or trade it in towards a new one later.
Buying with Apple has perks
I’ve bought each of my iPhone models from Apple because I want to have an unlocked phone I can do with as I please. Big carriers want to trap you in their expensive service with a “free” phone, but I want nothing to do with them. You’ll save a lot more by opting for a cheaper MVNO carrier and selling or trading in your iPhone yourself.
Pair this with saving for your new phone ahead of time to avoid monthly payments, and the cost of your phone doesn’t have to be a constant stress.
