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Traditionally every 2 years, with the only exception having been upgrading my 5s to the 6 Plus after just one year. The bigger screen really won me over that year.

However, I’m really hoping that my new XS Max lasts me at least 3 years. Phones are just getting too expensive now to justify upgrading as often as I had, and I feel like the XS Max will hopefully be a good time to jump off that train given how spec’d out it is. Then again, ask me again in 2020...
 
Ever year, and there's only unlocked versions available in Hong Kong and China so I always pay in full.

Part of it is tech lust, and part of it is having easy buyers. Plenty of colleagues I work with who will buy my old phones. My girlfriend's sister actually already called dibs on my X months ago, so it's kind of like why not get the Xs Max. :p
 
I try to hold on to my phone for at least 3 years unless something unfortunate happens. Currently upgrading my iPhone 6 128GB to a iPhone Xs 256 GB. I've been trying to hang on to my iPhone 6 as long as possible, it'll be 4 years old come October, but in the last 6 months the phone has been almost unusably slow and constantly dying all the time even after a battery replacement about a year and a half ago. At this point the annoyance of using a 4 year old phone has pushed me to upgrade this year. I did however question if I needed to upgrade as my 6 does what I need, it's just annoying to use and quite slow. I know they have said iOS12 is going to fix these issues but I feel we get the same rigamarole every year about improvements and then it's the same slow unresponsive OS on an old device.
 
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Every time they update the form factor, I upgrade. This equates to roughly every 2-3 years give or take. I had iPhone 4, 6, now X.
 
Every year, that's the point of the IUP, as Tim said when he announced it. Last year was the first year I didn't go with the 'hottest' item (the X), as I didn't want the smaller screen and wanted to let Face ID shake out.

So, got 8 Plus and now getting XsM. But the whole point is to have an easy way to pay a 'few' (lol) bucks a month for 12 months and get a new phone every year and have an easy way to 'trade' it back in.

Yes, it's not perhaps the most cost-effective way, but it's the most painless way to have the new phone each year.
 
Had 4, 5 & now SE. Don’t want a phablet.
I’ll upgrade when they come with a small 1 hand phone again.
 
Started off with the 3G back in 2007. Then a 4S. Then a 6 Plus and a 6 (for my Mom). Then a 7 Plus- Mom's 6 blew up. Now a X. Mom has my 7 Plus, friends got the older ones.
As long as they hold up, I see myself holding on for a 2-3 year cycle, if not longer.
 
Every year since the first iPhone. I've been pre-ordering since the 3GS. There's something fun about pre-order night and I really like having the latest. I know I don't need to upgrade every year. I know somebody who still has a 5S that's chugging along happily.
 
Been every 18-24 months (used to always take the 18 month contract upgrades back then) but with prices going the way they have the last two years, I see that period increasing.
 
I have two lines (personal and work). I buy one new phone every year. My personal phone is always the latest and greatest; the older personal phone then becomes my work phone. So this year my personal phone is getting upgraded to the XS Max and my work phone will be the iPhone X (current personal phone).
 
I’ve upgraded every two years. Currently have a Jet Black 128GB iPhone 7 and this is the first year I’m hesitating on an upgrade. I sell my old phone to help finance the new one, but the pricing is pretty crazy this year. I’d go with a 256GB XS (not a fan of the larger size Plus/Max), but not sure if it’s worth waiting another year for whatever the next models will be.
 
New iPhone every year since 2007. My wife upgrades hers about every three years, taking into account that sometimes she prefers to just use my year old phone. My kids gets my year old phones when my wife doesn’t take it or gets her own new phone. I have a shoebox full of models from each generation.
 
I’ve been wildly inconsistent:

iPhone 4S: 3 years
iPhone 6: 1.5 years
iPhone SE: 1.5 years
iPhone 8: 1 year


Naturally as I moved out of school and started having a much higher income I started upgrading more often.

I think the 1 year cycle for my 8 is kind of excessive - but I regretted my 8. I’ve had issues with it. If I had it over to do I’d of kept my SE for 2.5 years.
 
Let’s see - currently have an iPhone 6 with no plans to replace it. It works fine. Before that I had an iPhone 4.

So... 4+ years. People who replace their phone every year have money to burn and drink too much of the Apple kool aid.
 
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Every year since 2012. This is my first year of not upgraded.

Primary reason is the model I want is more than I want to spend.
 
Every two years, on average. We don't usually feel the need to get a new one every year, (even though we're on the IUP).
 
I usually buy 2 phones a year - it's rare I hold on to one for more than a year but my 8 is coming up to the year mark in a few days. I'm insane - no-one needs 3 phones.
 
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