iPhone 17 Launch: Why Paying More Doesn’t Mean Getting More

Every September, Apple unveils its latest iPhone. But this year, the launch of the iPhone 17 feels different. The excitement has fizzled, and the so-called “innovation” looks more like iteration.

At Reboxed, we believe this moment says a lot about where the smartphone market is heading — and why more people are choosing refurbished iPhones instead.

Hype vs. Reality

The iPhone 17 Pro Max now costs up to £1,999 — Apple’s most expensive iPhone to date. Yet when you look closely, the iPhone 17 vs. iPhone 16 comparison shows almost identical features:

Dual-camera systems with the same optical zoom.
USB-C and MagSafe charging.
The same Action button.
Support for Apple Intelligence.

So why pay hundreds more for the iPhone 17 when a refurbished iPhone 16 gives you the same experience for less? Browse refurbished iPhone 16 models

Consumers Are Waking Up

Research from Uswitch shows that nearly three-quarters of Brits now feel priced out of buying the latest phone, and six in ten would consider refurbished instead. People are questioning whether annual upgrades are worth it — especially when 59% say the changes between models aren’t even noticeable.

As The Times recently reported, the iPhone 17 launch “barely made ripples,” with analysts calling it “just an evolution” rather than a true leap forward. The queues are gone, the hype has vanished, and the average upgrade cycle has now doubled to four years, compared to just over two pre-2020.

At the same time, the refurbished market has surged from 6% to 10% of sales since the pandemic. Refurbished is not only better value, but — as one analyst put it — “cooler than blingy displays of wealth with the latest new phone.”

The Times also highlights how a refurbished iPhone 16 Pro with a fresh battery is around 30% cheaper than the iPhone 17 Pro, despite having “very few new features.” And beyond cost, the real price of annual upgrades is environmental — every new phone requires vast amounts of water, rare materials, energy, and leaves millions of old devices discarded.

The Smarter way to Upgrade

People are waking up to the fact that buying refurbished or repairing their device isn’t just cheaper — it’s smarter for their pockets and the planet. A refurbished iPhone 16 Pro with a fresh battery can be 30% cheaper than this year’s model and just as powerful, without fuelling the cycle of waste. See iPhone 16 Pro deals.

At Reboxed, demand for refurbished tech has grown 2.5x in the past year. Nearly 70% of our customers were buying refurbished for the very first time. Our data shows people are trading in and upgrading to models typically two generations behind the latest release - with the iPhone 13, iPhone 14, and soon the iPhone 15 leading the way.

And it’s not just us: CCS Insight reports that refurbished now makes up around a quarter of UK smartphone sales, with Gen Z leading the charge.

Why Refurbished Wins

Save up to 30% compared to the latest release.
Enjoy peace of mind with a 12-month warranty included as standard.
Try it risk-free with our 30-day money-back trial.
Get more value by choosing proven devices that still run Apple’s newest features.
Do your bit for the planet by keeping tech in circulation and cutting down on e-waste.