Our site uses cookies to give you the best experience. or continue shopping if you're happy.
Accept & close
Mobile phone buying guide
Ready for a new phone? Before you stick to what you know, let our buying guide help you make sure you choose a model that fits your needs and your budget.
Which brand is right for you?
What's the most important feature to you? Style? Performance? Size? Let's take a look at your options:
Apple
Every Apple model connects effortlessly with Macs, iPads, Apple Watch and AirPods, creating a joined up and intuitive user experience. Apple also stands out for its long term software support and use of premium materials, giving each handset a high end feel.
Apple is the best choice if you’re looking for lasting value and a reliable smartphone that integrates perfectly with other Apple devices.
Samsung
With a range that scales solid everyday value, through to new, more innovative designs, Samsung has a model for everyone. Its software also offers a high level of customisation, giving you more control over how your phone looks and works.
Samsung is the best choice if you want flexibility, cutting-edge screens and access to the latest smartphone technology at any budget.
Googles focus is on AI, smart software and a clean Android experience. Many models are built around intelligent features like call screening, advanced photo processing, voice tools and live translation that all make everyday tasks simpler. Google also offers one of the purest versions of Android.
Google is the best choice if you love intuitive features, uncluttered software and AI-powered photography.
Things you should think about
Here are some features you might want to consider before making your decision.
Display experience
A phones display, or screen, shapes how it feels to use every time you pick it up. A higher refresh rate makes everything smoother like scrolling and gaming, while good brightness keeps things clear on a really sunny day spent outside. Colour accuracy and responsive touch also make a difference, especially when you re using your phone for longer periods. Display types can affect quality too. Some screens offer deeper contrast and better energy efficiency, while newer ones can adjust their speed automatically to balance smooth performance with battery life.
Screen size comes down to preference. Go smaller for easy handling, and bigger for a more immersive feel. Look out for durable glass too, it helps protect against everyday knocks and scratches, which is helpful if you need to return or trade in the phone.
Camera performance
For everyday use, a good camera is less about specs and more about consistency. In good light, you want natural colours and sharp detail, while strong low light performance is what sets the best cameras apart.
Video quality matters more than ever, especially for social content. Look for steady footage, balanced lighting and clear audio. Optical or high quality zoom will give you much better results than relying on digital zoom alone.
Ultimately, the best camera is one you can rely on to capture great shots quickly and effortlessly.
Battery usage
Battery life is best judged by how a phone holds up over a typical day. How long the screen stays on is a good indicator, especially when you re using a bright display or smoother scrolling. Heavier users should look for reliable all day performance, while lighter users may care more about overall efficiency and how well the phone holds its charge when not in use.
Charging is part of the experience too, fast wired charging gets you back up and running quickly, while wireless charging adds everyday convenience at home or work.
Key features
Have a think about which features are the most important to you and which best suit your needs.
Camera
Camera performance depends on more than just megapixels. It s about how well the software and sensor work together to deliver reliable results. Key features to look for include a strong Night Mode, usable zoom and steady video recording. Consistency is what matters most; getting good results quickly and easily, whether you re taking photos or shooting video.
Content creators and social first users will benefit most from advanced camera features.
Performance
When it comes to performance, a processor affects how fast and reliable your phone feels day to day, while RAM helps keep things running smoothly when you re switching between apps. Strong performance means everything feels responsive right from the off and stays that way over time.
Gamers and those who use a lot of power should consider performance when choosing their next phone.
Quality and design
The materials your phone is made from can affect weight, durability, and how the phone feels in your hand. Features like water and dust resistance add peace of mind, while thoughtful design improves comfort during long sessions.
Quality and design considerations are best for users who value durability and build quality.
AI and smart features
AI helps enhance core tasks such as photo editing, voice assistance, and call management. Tools like live translation, call screening, and smart automation can save time and make the phone feel more personalised.
AI features are best for productivity focused users and travellers.
Other things to consider
SIM free vs contract
A SIM free plan offers more flexibility and can work out cheaper over time. You re not tied to a single network, and this makes it easier to switch if your needs change. When buying SIM free, it s worth checking the warranty too, as this is often handled by the manufacturer rather than the network.
Warranty and aftercare
Before deciding on your next phone, have a look at warranty length, what it covers, and who handles any repairs. Some brands offer extended warranties or accidental damage cover which is always great to have if the worst ever happens!
Storage
Loads of storage might feel like a great option but think about how much storage you actually need before committing for things like photos and videos, and apps and games. If you need to store loads of music, downloads, and work files, then a higher storage capacity might be needed.
Compatibility with current accessories
Before buying, check whether the phone works with what you already own; things like chargers, headphones (especially if it no longer has a headphone jack), phone cases, mounts, or smartwatches. Doing this can help avoid any extra costs after purchase.
Need vs spec
Start by thinking about how you ll use your phone most. Is it for social media, photos and video, work, or gaming? Not everyone needs top end performance or the fastest refresh rate. In most cases, battery life, a reliable camera and ease of use matter far more than the headline features so it s always worth spending an extra 5 minutes to think about.
Balance budget and lifespan
Think about how long you want your phone to last. Ongoing software support can be more important than just performance on its own. Spending a little more upfront can also pay off, helping your phone stay useful for longer and saving money over time.
Find out more
Help Hub
How to set up your new phone
How to keep your phone in good condition
How to take the best photos with a phone
Discover which smartphone has the best camera performance 2025 and find out how to take the perfect pic in. We’ll look at iPhone, Samsung and Google models.
