Why Do Apple and Samsung Release New Phones Every Year?

If it feels like there’s always a new Apple iPhone or Samsung Galaxy being released, you’re right. Both tech giants follow an annual release cycle that can leave many of us wondering: do I really need to upgrade my phone every year?

Let’s look at why Apple and Samsung stick to yearly launches, and whether upgrading to the latest phone is actually worth it.

The Predictable Phone Upgrade Cycle

When you buy a new smartphone, it’s exciting. You enjoy the upgraded camera, faster speed, and sleek design. But within months, the next iPhone launch or Samsung Galaxy release is announced, making your phone feel outdated.

On average, people feel the urge to upgrade every 2 years—but phone makers want to keep tempting you sooner.

Why Apple and Samsung Release Phones Annually

The yearly release strategy isn’t random. It’s designed to make sure a new iPhone or Galaxy phone is always available when someone is ready to buy.

Think about it:

• Someone’s phone screen cracks, and they need a replacement.

• A parent needs to upgrade a child’s broken device.

• A tech fan simply wants the newest smartphone with the best camera or bigger display.

By releasing new phones every year, Apple and Samsung ensure there’s always a fresh model ready to meet those needs.

The Upgrade Temptation

Even if your current phone works fine, the lure of features like a better iPhone camera, Samsung Galaxy display, or faster charging can spark upgrade envy. Marketing plays a big role here, making you feel like your phone is behind the times—even if it’s still perfectly good.

Rising Smartphone Prices

Of course, smartphones aren’t cheap. Flagship models like the iPhone 16 or Samsung Galaxy S25 can cost between £700 and £1,200. Because of this, people are keeping their devices longer.

In the UK, the average upgrade cycle has gone from 22 months in 2016 to over 24 months in 2018—and that number continues to grow.

Still, Apple and Samsung maintain their yearly release schedule because not everyone upgrades at once—but enough people do to make it profitable.

Should You Upgrade Your Phone Every Year?

Here’s the truth: most people don’t need to upgrade annually. If your iPhone or Samsung Galaxy phone still runs smoothly, holds a charge, and does everything you need, there’s no harm in skipping a cycle or two.

The annual releases are less about making your device obsolete and more about being ready when someone is in the market for a new smartphone.

👉 Final takeaway: Apple and Samsung release new phones every year to stay competitive and capture buyers at the right time. But that doesn’t mean you need to upgrade with every launch. Unless your phone is broken, slow, or missing features you really want, holding onto it could save you hundreds of pounds.