Apple is gearing up to unveil its next iPhone line—and data from SellCell reveals that trade-in values for current models significantly fall during the days between announcement and release. This pattern repeats with each major launch, and the iPhone 18 announcement window is apparently no exception.
Trade-in declines: How steep?
SellCell tracked 156 iPhone models across the launches of the iPhone 15, 16, and 17 families. In the 10-day span between Apple’s product announcement and the actual release, 117 models—about 75%—lost trade-in value. The drop was most pronounced with the iPhone 17 lineup last year: 50 of its 54 models (roughly 92.6%) saw a decline, averaging a $36.46 loss per device.
The individual losses get substantial for older or higher-capacity models still in circulation. An example is the iPhone 16 Plus with 512GB, which plummeted from $695 in trade-in estimate to $566—a $129 loss. At the same time, the iPhone 15 Plus 128GB saw the largest percentage drop, falling around 20.2%, from $440 down to $351.
User behavior, company response
Alongside the data, SellCell surveyed 2,000 U.S. iPhone users to understand how people time trade-ins. Over 61% said they hold on to their current phone until the replacement arrives and is ready to use. The primary reasons cited are still needing the phone daily and the hassle of transferring data—these together accounted for over 77% of responses.
In anticipation of iPhone 18 Pro, Pro Max, and the company’s first foldable iPhone models launching next month, Apple has already adjusted its own official trade-in estimates, raising many values in advance.
Trade-in price drops aren’t new, but the timing has become sharply predictable as launches approach. As we near September 2026, users considering upgrading or selling might want to lock in a deal sooner rather than later—or else prepare for those numbers to slide. What to watch: Apple’s pricing strategies for the incoming foldable model, and whether pre-announcement value increases from Apple counteract widespread slide in secondary markets. Would you trade before or after—depends a lot on your tolerance for lost dollars vs. convenience.
