Trends, Latest Tech & New Features Covered
The Ultimate 2025 Smartphone Buying Guide
Smartphones in 2025 are packed with innovation, but choosing the right one can feel overwhelming.
What brand should you go for? What model? How much should you spend? Is AI important or is it just there to inflate the price?
If you’re out of the loop, it can get confusing quickly.
This guide breaks everything down to help you find the perfect phone for your needs, budget, and lifestyle.
Let’s get started.
Key Trends Shaping Smartphones in 2025

If it’s been a while since you last upgraded your phone (two or more years), then I have some news for you: things have changed – A LOT!
- Foldable phones are now way more refined and practical (but still hella expensive).
- AI now plays a big role, from smarter voice assistants to photo enhancements.
- Sustainability matters too—the refurbished market is booming, and brands are using eco-friendly materials.
5G is also a thing now too. But it is now fairly standard on all phones – even the cheaper models.
The main thing you need to consider before buying a new phone is whether you want an Android phone or an iPhone. If you don’t know, read this guide: Android vs iOS: What You Need To Know
Once you know what operating system (platform) you want, you then need to decide on how much you want to spend.
Do you want all the latest bells and whistles (a flagship or ultra-flagship model) or will you be happy with something that won’t break the bank and just gets the job done (a base model iPhone / Pixel phone)?
What to Look For in Your Next Phone
There’s a million and one features inside most modern phones. But here’s the twist: most people NEVER use them.
If you’re not going to use something like a periscope lens (or, worse, you don’t even know what one is) why pay for it?
Base Models & Non-Pro / Ultra Phones
Tech trends change and evolve over time but for most people (like 99.9% of people reading this) there are a few essential things that’ll always be the most important.
And for these types of things, you cannot go wrong with a base-model phone (like Apple’s non-Pro iPhone 16 or the Pixel 9).
Why? Because they’re designed to nail-down the basics. And when it comes to the basics, this is usually the important stuff that most people care about.
I’m talking about things like:
- Performance: Modern CPUs are extremely potent. They’re as good as what you get in laptops. Even mid-range phones come with massively powerful processors. And if you go iPhone, its A-Series chips are insanely powerful.
- Battery Life: Aim for at least all-day battery life. Fast charging is a bonus.
- Software Support: Pick a phone with long-term software updates to keep it secure and functional.
- Build Quality: A durable phone with water resistance and sturdy materials will handle life’s mishaps.
Need something that ticks all these boxes? Go with one of these phones.
If you do go with Android, you’ll want to watch out for support: go with Google or Samsung for the best support with respect to Android updates.
My advice? Something from Google’s Pixel 9 series is hard to beat in 2025 for general usefulness and value for money.
I love the Pixel 9 Pro XL, it’s a monster (although it is on the expensive side). But the Pixel 9 and Pixel 9 Pro are also excellent and far more approachable re: pricing.
Pro Models & Ultra Models

If you want you phone to be able to go the extra mile with things like camera tech and screens (in the content of iPhones), you need to start looking at Pro and Ultra models which include things like these:
- Cameras: It’s not all about megapixels. Look for optical zoom, night mode, and AI-enhanced photography features.
- Screen Technology: An OLED display with a high refresh rate delivers stunning visuals and smoother scrolling.
- Unique Features: Think stylus support, gaming optimization, or modular add-ons that match your lifestyle.
We test A LOT of phones, and the best of the best are logged inside our best phones section where you can explore everything from battery life to performance and storage options.
Finding Value in 2025
Not every phone is worth the price. Most people don’t even use half the features their phones offer—those fancy camera modes or AI tools often go untouched.
Manufacturers love to hype flashy extras to justify sky-high prices, but what really matters?
Great battery life, a sharp display, smooth performance, and long-term software support.
In 2025, the smart move is skipping the fluff and paying for what you’ll actually use. Save your cash for a phone that works for you.
Here’s how to shop smarter:
- Mid-Range Options: Perfect for most users, mid-range phones offer near-flagship features at a fraction of the cost.
- Budget Picks: These get the basics right. Just be ready for compromises on cameras and performance.
- Refurbished Phones: Save money and go green. Refurbished devices are a great option if you’re after value and sustainability.
What’s Overhyped?
Don’t get distracted by flashy marketing. Megapixels don’t tell the full story when it comes to cameras—sensor quality and software matter more.
If you’re not a creator or a professional, you probably don’t need the Pro or Pro Max model iPhone.
If you love tech, go for it. The camera on Apple’s Pro models are great. My point is this: make sure you’re going to get your money’s worth – otherwise it’s just a waste.
Similarly, curved screens and niche features (LiDAR, Satellite SOS) might look cool but often add little to the experience.
Ditto for AI features. Yes, they look good in TV spots but will you actually use them?
Questions to Ask Yourself Before Buying
- What do you use your phone for the most? Gaming, photography, productivity?
- How long do you plan to keep it? Look for software updates that match.
- Do you need lots of storage, or can you rely on cloud services?
The Best Brands Right Now
After 12+ years of reviewing tech, I’ve seen which smartphone brands consistently deliver. These are the ones you can trust for reliability, innovation, and value.
They build phones that last, with smooth performance and solid updates. They lead the way with features that actually make life easier, not just flashy gimmicks.
And they pack premium quality at every price point, from budget to flagship.
These brands stand out because they get it—they deliver what matters most to people like you and me.
And those brands are as follows:
Apple
Apple nails it with seamless ecosystem integration, unmatched software updates, top-tier build quality, and an intuitive user experience. If you’re already using Apple products, the latest iPhones make upgrading a no-brainer.
- For Everyday Users: iPhone 16
- For Budget Shoppers: Refurbished iPhone 14
- For Photography Enthusiasts: iPhone 16 Pro Max
Samsung
With some of the best displays and the most advanced specs and hardware in the industry, Samsung phones are a top pick for literally everybody.
- For Everyday Users: Galaxy S24
- For Power Users: Galaxy S23 Ultra
- For Budget Shoppers: Galaxy A55
- For Foldable Fans: Galaxy Z Fold 6 or Galaxy Z Flip 6
Google delivers clean Android experiences, stellar cameras, and AI-driven features. These phones are perfect for users who value simplicity and cutting-edge software.
- For Everyday Users: Pixel 9
- For Photography Enthusiasts: Pixel 9 Pro XL
- For Budget Shoppers: Pixel 8a
Other Notable Brands

Apple, Google, and Samsung are the biggest and best for a reason: they make the best and most reliable phones.
Going with these brands mean you get best-in-class support, the most advanced features and capabilities, and the most reliable hardware.
However, if you want to try something a little different in 2025, we’re also very big fans of the following phone brands:
- Nothing: Nothing blends minimalist design with innovative features, creating phones that stand out visually and functionally.
- OnePlus: OnePlus excels in offering flagship-level performance at competitive prices. And right now the OnePlus 13 would be the phone to go with – it is bloody exceptional!
- Xiaomi: Xiaomi combines affordability with innovation, offering a range of devices that include feature-packed budget models and high-end flagships.
Final Thoughts
If you want hassle-free usage, my advice would be to stick with Apple or Google. They have the best support and the best hardware right now.
Samsung is also great; it has a phone for literally every price point but it is only its flagship models that get the good support.
If you need a bird’s eye view of the best phones you can buy right now, check out our curated list of the best phones we’ve tested this year – it covers flagships, foldables, and budget and mid-range options.
Or, if you’d like some additional help finding the right phone, sign up to our newsletter and drop me an email.
Best Flagship Phones
2025’s finest smartphones from the biggest and best brands. From ultra-flagships to Pro-focussed models for content creators and media-shooters
Best Android Phones
The best Android phones you can buy right now, including ultra-flagships, flagships, and affordable models.
Best iPhones
From the best value to the one that delivers the best performance, here’s everything you need to know about choosing the best iPhone for your exact needs…
Best Foldable Phones
If you’re thinking of switching to a foldable phone and you got the cash, here’s the best options on the market right now