Life is easier on iPhone.

And that starts as soon as you turn it on.

Get up to £182 in credit towards a new iPhone when you trade in your smart­phone at an Apple Store.1

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Will it be easy to switch to iPhone?

Yes. There’s no need to save your stuff before switching from Android. Just download the Move to iOS app from the Google Play Store and it securely transfers your content for you — everything from photos and videos to contacts, messages and Google Apps. You can even trade in your old smart­phone for credit towards an iPhone.1

Will iPhone be easy to use?

Of course. Ease of use is at the core of everything Apple creates, and iOS is designed to be both simple and intuitive. Just glance to make purchases with Apple Pay. Ask Siri to make calls or send texts when your hands are full. Or type by swiping from one letter to the next. You can always refer to the Tips app to get even more out of your device.

Why do people love the camera so much?

iPhone delivers the best camera experience in a smart­phone. And the camera just keeps getting better. Portrait mode creates a depth-of-field effect so your subjects really pop. Portrait Lighting lets you choose from cool effects that make your shot more dramatic. The latest iPhone models let you shoot the highest-quality video in a smart­phone. And they feature Night mode, for beautiful images in drastically lower light.

What makes iPhone so fast?

Every iPhone has an Apple‑designed chip built for performance — in fact, the latest iPhone models have the fastest chip ever in a smart­phone. Because these chips are so efficient, iPhone delivers incredible battery life. It also learns from your daily charging routine to reduce battery ageing. Combine all that with the latest iOS updates offering smart new features, and everything you do on iPhone feels fast and fluid.

How does iPhone help keep my personal information private?

Unlike many other phones, important data on your iPhone is encrypted from the start, then protected by your passcode, Touch ID or Face ID. Apple apps like Maps and Safari help to keep private all the places you go and the sites you visit. Apple will not sell your information to anyone for any reason. And easy-to-install software updates help protect your device and your data from security threats.

What makes Messages so great?

The Messages app is simple, powerful and more expressive than ever. It doesn’t just send messages. It also lets you become an Animoji, share photos and videos, or even send a sketch. All your conversations are private, because every message is encrypted end to end. And you can use other apps like WeChat, WhatsApp or Facebook Messenger too.

What makes the App Store better?

We have a team of full-time editors who are experts in the world of apps. They curate millions of apps and games to make it easy for you to find your new favourites. They give new apps a test drive to help make sure they do what they say they do. And they bring you must-read stories about innova­tive developers and app culture. We also require apps to ask your permission if they want to access your personal information.

What about the environment?

Every time we create a product or service, we think about how to lessen its impact on the planet. For instance, iPhone is assembled without generating landfill waste. The solder in the main logic board is made with 100 per cent recycled tin, and more than 40 components in iPhone XS, iPhone XS Max and iPhone XR contain recycled plastic. When you switch to iPhone, we’ll even recycle your Android phone for you.

Can I get help from a real person?

Yes. No matter where you are, we have real human beings ready to help. Want to know more about switching? Or about software on your new iPhone? Apple’s award-winning support team offer assistance of any kind. Just call a Specialist, chat online or visit an Apple  Store. There’s also an Apple Support app and Twitter handle @AppleSupport.

Can I switch at an Apple Store?

Absolutely. Apple Specialists are friendly, knowledgeable, and ready to assist you in switching. And they can help you transfer your important content to your new device. You can also attend Skills sessions, which are part of the Today at Apple programme, to learn how to do even more with iPhone.

Will I be glad I switched?

iPhone has always had industry-leading satisfaction rates — and they just keep getting better. In fact, 99 per cent of people with an iPhone XS, iPhone XS Max and iPhone XR say they love it.2 That’s a lot of smiling selfies. A lot of happy emoji. A lot of people who are glad they chose the world’s most loved smart­phone. And when you’re ready for your next iPhone, you can trade in your old one for credit towards a new one.

Which iPhone is right for you?

iPhone 11 Pro

Starting from £1,049

  • All-new triple-camera system (Ultra Wide, Wide, Telephoto)
  • Up to 20 hours of video playback4
  • Water resistant to a depth of 4 metres for up to 30 minutes5
  • 5.8” or 6.5” Super Retina XDR display6

iPhone 11

Starting from £729

  • All-new dual-camera system (Ultra Wide, Wide)
  • Up to 17 hours of video playback4
  • Water resistant to a depth of 2 metres for up to 30 minutes5
  • 6.1” Liquid Retina HD display6

iPhone X R

Starting from £629

  • Single-camera system
  • Up to 16 hours of video playback4
  • Water resistant to a depth of 1 metre for up to 30 minutes5
  • 6.1” Liquid Retina HD display6

iPhone 8

Starting from £479

  • Single (Wide) or dual-camera system (Wide, Telephoto)
  • Up to 14 hours of video playback4
  • Water resistant to a depth of 1 metre for up to 30 minutes5
  • 4.7” or 5.5” Retina HD display

iPhone 11 or iPhone 11 Pro?

Get a quick take on the differences

Get up to £400 towards a new iPhone.

With Apple Trade In, you can get credit towards a new iPhone when you trade in your current iPhone or Android smartphone.3 Trade in multiple devices for even more credit. It’s good for you and the planet.

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The easy way to upgrade to the latest iPhone.

Join the iPhone Upgrade Programme to get the latest iPhone every year, low monthly payments, and AppleCare+.*

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See why there’s no better place to buy.

Have questions about network providers, payments or anything else iPhone? Just say the word.

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Only iPhone.

No other phone is like iPhone.

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Memoji your face. Find any photo. Drive undistracted. Reply with a thumbs-up. Locate a lost iPhone. Magnify text. Get enough sleep. FaceTime 31 friends.