What “launching this year” really means

Manufacturers release phones on different rhythms: Samsung tends to ship flagship S-series in the first half (with a July Unpacked this year), Google and Apple slate fall launches (Pixel and iPhone), while OEMs like OnePlus, Xiaomi and vivo sprinkle midrange updates year-round. Expect iterative upgrades from incumbents and a few bold experiments in foldables and AI features. If you track the calendar, you can sync purchases to seasonal deals and avoid buyer’s remorse.

Flagship launches worth watching

Apple iPhone (September flagship)

Apple’s fall launch remains the calendar highlight. Rumors and industry previews point to the iPhone 17 series debuting in September with Pro/Pro Max models and a possible “iPhone Air” tier aimed at value-seekers. If Apple follows its usual cadence, expect deep iOS integration, camera refinements, and incremental performance gains. For timing and pre-order windows, watch Apple’s September announcements. :contentReference[oaicite:0]{index=0}

Samsung Galaxy S25 family

Samsung’s Galaxy S25 lineup was unveiled at a mid-year Unpacked event and includes the S25 Ultra with camera and AI feature pushes targeting mobile creators. Samsung continues to iterate on AI features (Now Brief, Audio Eraser) and hardware (titanium frames, brighter displays) to stay competitive. See Samsung’s product pages for full specs. :contentReference[oaicite:1]{index=1}

Google Pixel 10 series

Google’s Pixel 10 rollout (Pixel 10, Pixel 10 Pro and related models) has teasers and leaks in the weeks before its event, with particular attention on photo AI and a possible Pixel foldable variant. Google’s teasers suggest a broader portfolio and more aggressive camera and AI capabilities. :contentReference[oaicite:2]{index=2}

Foldables and form-factor experiments

Foldables are moving from novelty to mainstream experimentation. Expect more polished hinges, improved durability and better multitasking software. Manufacturers are refining sizes — clamshells for pocketability and larger folds for productivity. If foldables appeal to you, wait for reviews focused on longevity, hinge durability, and software optimizations before buying.

Midrange phones that punch above their price

Midrange lines (Pixel “a” series, Samsung A-series, OnePlus Nord/13 “lite”) continue to offer flagship-like cameras or displays at much lower price points. In 2025, the Pixel 9a and similar ‘a’ models are examples of how software optimization can beat raw specs. If budget is key, these models often deliver the best value-per-dollar. Expert roundups and tests (Tom’s Guide, TechRadar, etc.) are helpful to compare real-world results. :contentReference[oaicite:3]{index=3}

Top features and trends this year

• On-device AI: Smarter camera tools, instant scene edits, and AI summaries tied to local processing.
• Battery / charging advances: Faster wired charging and better thermal design for sustained performance.
• Foldable durability: Real-world hinge and screen robustness improvements.
• Camera versatility: Larger sensors, improved night modes, and software-driven multi-frame processing.
• Eco & repairability: More transparent support windows and modular repair-friendly parts in some models.

How to pick the right new phone (practical checklist)

Use this checklist before trading up:

• Define the one or two things that matter: camera, battery life, or screen quality. Don’t chase every spec.
• Wait for real-world battery and camera tests: vendor claims are useful but lab tests and reviewer experiences reveal sustained performance.
• Consider software support: guaranteed OS updates matter more for longevity than a few extra CPU cores.
• Trade-in timing: Many carriers and manufacturers offer strong trade-in credits around flagship launches — factor that into the price you’ll pay.
• Accessories & ecosystem: consider earbuds, watches and cloud services you already use — seamless pairing saves time.

Need deeper buyer help? See our guides on Best Budget Tech Devices Under $500 and phone buying timing for decision frameworks.

When to buy: timing your purchase

If you want the absolute latest, buy after launch and early reviews to confirm there are no widespread issues. If you need a reliable phone now, buying one generation older often gets you most features for much less. Watch these windows:

• Samsung S-series: buy shortly after Unpacked if you want the newest hardware.
• Apple iPhone: September announcement → preorder → mid/late September availability — trade-in deals are plentiful right after launch. :contentReference[oaicite:4]{index=4}
• Google Pixel: late-summer event; good time for camera-forward value picks. :contentReference[oaicite:5]{index=5}

Editors’ short list (who to watch)

FAQs

Are foldables worth it in 2025?

They’re more polished than earlier generations, but buy only after reading hinge/longevity reviews and considering whether you’ll use the extra screen regularly.

Should I wait for the iPhone/Pixels to buy a phone?

If your current phone still works, waiting for flagship launches can net better trade-in values and clearer buying choices. If you need a phone now, midrange models are excellent.