August Is Decision Month, Not Waiting Month
By August, the September launch is priced into expectations — and the window to act is now, before the trade-in wave begins. The mechanics of what a launch does to pre-owned prices are covered in our guide what new iPhone launches mean for pre-owned prices; this article is the action checklist that follows from it.
What to Sell Before the Launch
The models about to step down in retail price are the ones to clear from inventory first: their pre-owned price re-anchors downward after the launch, and every unit sold in August saves that compression. Focus clearance on the outgoing generation and the two-generations-old stock your market treats as "previous". Use the weeks before launch to run down high-cycle and low-grade units — after the trade-in wave, your buyers will have cheaper options for exactly that stock.
What to Hold: Cash
The trade-in wave that follows a launch is the cheapest supply moment of the year — but only for buyers with cash and grading discipline. Pre-position cash in August, agree your grading standard in writing with your supplier, and be ready to act in the two to four weeks after launch when trade-in lots hit the wholesale market. The buyers who win the wave are the ones who planned for it in August.
What to Buy During the Wave
- Buy against your market's demand, not against the discount — a cheap lot you cannot sell is not a bargain.
- Demand per-unit battery and lock screening — trade-in lots need it more than any other supply source.
- Structure grade mixes to your channels — A/B for retail, C for repair-shop and price-led channels.
After the Dust Settles: Re-anchor and Restock
Once retail step-downs are announced, re-anchor your price board before committing to large lots, then restock the models that became your market's new value core. Our model pages track exactly where each model sits after the launch — check them as the season plays out.