Andy O'Donoghue

The calendar really does make a difference, Matt.

Yeah, for sure.

And not just on big ticket items, smaller ones also.

But I would say there are very distinct kind of differences.

across the sectors like televisions, fitness trackers, smartwatches, smartphones a really obvious one and even laptops and tablets.

And when you buy does make a difference and it can make a substantial amount of difference in the amount of money you spend and also in the specification or kind of the quality of the device that you buy.

So the worst time to upgrade your smartphone is late August or early September.

And that is because the consumer tech world operates on a pretty unshakable autumn release schedule.

Apple and Google consistently...

have their big keynotes in September and October.

New iPhone in September.

And of course, there is this release cycle with Apple, which tends to be, you know, a new version, a new numbered iPhone, and then kind of the step-down model maybe the year later.

But this year, of course, we'll probably have a new, say, iPhone, foldable iPhone.

But if you buy a premium smartphone in August, it means you're paying top tier money for a phone that will essentially be last year's model three or four weeks later.

Exactly.

And so the optimal strategy is don't do anything until late October or November.

The new shiny flagship phone will be out, whether it's Google or Apple or whoever.

And the phone networks and the retailers will instantly...

drop the price of the immediate predecessor.

So versions, say iPhone 16 to 17, the 16 will go down in price.