The best phone is the one that matches how you use it. The three big families, iPhone, Samsung Galaxy and Google Pixel, are all good at the top end, so the choice comes down to ecosystem, support length, camera style and budget. This guide sorts the main options by what matters to you, and covers a market where prices are rising and a new foldable has just arrived.
Picks by priority
| What matters most | Phones to look at | Why |
|---|---|---|
| Staying with Apple | iPhone 18 Pro, iPhone 18 Pro Max | New A20 Pro chip, a 48MP triple camera and longer battery life than last year’s models |
| Value inside Apple’s range | iPhone 17, iPhone 17e | Still on sale, lower cost, and the standard iPhone 18 is not expected until spring 2027 |
| Zoom and a big screen on Android | Galaxy S26 Ultra | Four rear cameras with long zoom, a 6.9 inch screen and a 5,000mAh battery |
| Clean Android and long updates | Pixel 11, Pixel 11 Pro | Google’s own software, 256GB starting storage and up to seven major Android updates |
| A foldable | Galaxy Z Fold8, Galaxy Z Flip8, iPhone Duo | Samsung’s range is established. Apple’s first foldable goes on sale on 23 October. |
| Spending much less | See our guide to good phones that cost far less | Mid range phones now match last year’s flagships for everyday use |
The iPhone choice
Apple announced the iPhone 18 Pro and Pro Max on 9 September 2026, and they went on sale on 18 September. They have a 6.3 inch and a 6.9 inch screen, a smaller Dynamic Island, and cameras that include a variable aperture main lens and a 4x telephoto. Apple says battery life is longer again, helped by a more efficient chip.
Apple took the iPhone 17 Pro and Pro Max off sale on the same day. The iPhone 17, iPhone 17e and iPhone Air remain, and reports say Apple raised their prices as well. A standard iPhone 18 is not expected until spring 2027, so anyone who wants a non Pro model now has the 17 range.
The iPhone Duo is Apple’s first foldable. It has a 7.6 inch inner screen and a 5.4 inch outer screen, and only two rear cameras. Pre-orders opened on 16 October and it reaches shops on 23 October. As a first generation device, it is the one to read early hands-on reports about before buying.
The Samsung choice
The Galaxy S26 Ultra went on sale in March 2026. Its main strengths are the 200MP main camera, 10x quality zoom, a large bright display and fast charging. Reviewers found the step up from the S25 Ultra modest, so a recent Ultra owner has little reason to move. Samsung lists security updates for the S26 Ultra until February 2033.
Samsung’s foldables launched in London on 22 July. The Galaxy Z Flip8 is the pocket friendly flip, while the Galaxy Z Fold8 and the Fold8 Ultra are the book style models. In other markets Samsung has already cut the Fold8 price ahead of the iPhone Duo, which is worth watching in the UK too.
The Pixel choice
The Pixel 11 range arrived on 20 August 2026 with the Tensor G6 chip, Android 17 and brighter screens. Google starts storage at 256GB. Reviewers describe it as a polished but small step up from the Pixel 10, so Pixel 10 owners can skip it. The Pixel 11 Pro has a smaller battery than most rivals, so heavy users should think about that.
How long will it be supported?
| Phone | Update promise |
|---|---|
| Pixel 11 series | Up to seven major Android updates |
| Galaxy S26 Ultra | Security updates until February 2033 |
| iPhone 18 Pro and Pro Max | Apple does not publish a period, though it supports iPhones for many years |
The longer the support, the longer a phone stays safe and useful, which makes a dearer handset cheaper per year.
Prices and when to buy
| Phone | UK price at launch |
|---|---|
| iPhone 18 Pro (256GB) | £1,199 |
| iPhone 18 Pro Max (256GB) | £1,299 |
| iPhone Duo (256GB) | £1,999 |
| Galaxy S26 Ultra (256GB) | £1,279 |
Phone prices are rising because memory chips have become more expensive, driven by demand from AI data centres. The iPhone 18 Pro and Pro Max launched £100 above their predecessors. Counterpoint Research says existing phone prices have risen about 15% on average this year, and expects new models to keep going up, including the iPhone 18 range. Samsung and Google are also under pressure. That makes buying a good current phone now less risky than waiting for a cheaper one.
Retailers do discount older stock when new models land. In the weeks before the iPhone 18 launch, UK retailers cut prices on the iPhone 17 range. If you want the best value, look at the previous generation, or at last year’s flagship, refurbished.
Contract or outright?
A top phone costs a great deal, so how you pay matters as much as which one you choose. Our guide on whether to pay monthly or in full for a flagship compares the options, and the page on contract terms for a new handset shows what to check.
If you already have a contract, see timing an upgrade around launches. A phone this costly is also worth thinking about cover for an expensive handset.
When you have picked a model, you can pick a phone and compare its deals to see the monthly cost on each network.
FAQs
Is the iPhone 17 still worth buying?
Yes, if you do not need the Pro features. Apple still sells the iPhone 17, iPhone 17e and iPhone Air, and the standard iPhone 18 is not expected before spring 2027.
Should I wait for the iPhone Duo?
Only if you want a foldable and are happy to pay for a first generation device. It goes on sale on 23 October, so early reviews will be available soon after.
Will phone prices keep going up?
Analysts expect them to, because memory costs remain high. Counterpoint says new phones are launching at higher prices than their predecessors.