The Envirofone Apple Depreciation Index · September 2026
An iPhone loses 42% of its value in its first year.
We matched the UK launch price of 177 Apple devices against what Envirofone pays for them today. This is how fast each one loses value, and which ones hold on.
Prices captured Trade-in prices for excellent conditionLaunch prices: Apple UK
- £1,000Launchfull price
- £5801 year58% kept
- £4942 years49% kept
- £3533 years35% kept
- £2145 years21% kept
Half its value gone in about two yearsSource: Envirofone, September 2026
Just launched
What the new iPhone 18 is worth
A new iPhone starts losing value the day it goes on sale. These are Envirofone's trade-in prices for the newest models, in excellent condition, against what they cost.
- Just launched
38%
The iPhone 18 Pro Max went on sale on 18 September 2026 at £1,299. On launch day, Envirofone paid £800 for one in excellent condition: 38% below its price.
On sale 18 September 2026
iPhone 18 Pro Max
- Launch price
- £1,299
- Worth now
- £800
- Value kept
- 62%
£499 below its 256GB launch price.
On sale 18 September 2026
iPhone 18 Pro
- Launch price
- £1,199
- Worth now
- £750
- Value kept
- 63%
£449 below its 256GB launch price.
The headline numbers
Ready to quote
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- First year
42%
The typical new iPhone loses 42% of its value in its first year.
- Half-life
2 yrs
After two years, a typical iPhone is worth half what it cost at launch.
- Biggest faller
£534
The iPhone Air lost £534 in its first year. That is £80 more than the iPhone 17 Pro, which cost £100 more.
- Best holder
33%
Four to five years on, the typical iPad is still worth 33% of its launch price. An iPhone that age is worth 22%.
- Steepest fall
77%
The AirPods Pro 3 lost 77% of their value in their first year, the steepest fall of any Apple device we track.
- Real cost
£20/mo
Owning an iPhone 16 Pro for two years costs about £20 a month once you trade it in.
Chart 1 · The curve
Every Apple device falls fast, then slows down
Each dot is one device: its age against the share of its launch price we pay for it today. The lines follow the median for each product family.
The steepest drop comes in year one. After that, iPads and Macs keep more of their value than iPhones.
Source: Envirofone Apple Depreciation Index, September 2026, envirofone.com. 104 devices up to eight years old; trade-in value in excellent condition ÷ UK launch price. AirPods has too few models of each age for a line, so it shows as dots only.
Chart 2 · Every iPhone
Launch price against what it is worth today
- UK launch price
- Envirofone pays today
Chart 3 · 2026 so far
The iPhone Air is 2026's fastest faller
Since January the iPhone Air's trade-in value has dropped by £85 (15%). Over the same months the iPhone 17 Pro gained £20.
Envirofone trade-in price, excellent condition, launch configuration
Chart 4 · The five-year test
Which Apple devices hold their value?
Four to five years after launch, some product families keep far more of their price than others.
- iPad33%
- Mac28%
- Apple Watch23%
- iPhone22%
- AirPods15%
Based on 29 devices. Source: Envirofone, September 2026.
Your device
How much has yours lost?
Popular
iPhone 18 Pro
under a month old- Launch price
- £1,199
- Worth today
- £750
- Value kept
- 63%
It has lost £449 since launch. It is still worth more than half its launch price.
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<iframe src="https://www.envirofone.com/en-gb/apple-depreciation/embed/curve" width="100%" height="520" style="border:0;max-width:760px" title="How fast Apple devices lose value (Envirofone)" loading="lazy"></iframe> <p>Source: <a href="https://www.envirofone.com/en-gb/apple-depreciation">Envirofone Apple Depreciation Index</a></p>
How to credit usSource: Envirofone Apple Depreciation Index, September 2026, envirofone.com
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The September 2026 edition. Free to republish under CC BY 4.0 with a credit and a link to this page.
How we worked it out
Launch price
The UK price, including VAT, of the cheapest configuration on the day it went on sale, from Apple's UK press releases. Not today's Apple Store price.
Value today
What Envirofone paid on 18 September 2026 for the same configuration in excellent condition: a real cash offer, not an estimate.
What we left out
Devices worth under £2 (recycling value only) sit out of the averages, as do models without a live trade-in price. Medians need at least two devices of an age.
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