Verizon has unveiled a new offering that allows customers to get the iPhone 18 Pro without trading in their current device, and upgrade to a new iPhone every year. The announcement, made on September 11, 2026, signals a major shift in how carriers approach device upgrades and customer retention. At a time when smartphone prices are climbing and trade-in requirements are standard, Verizon's move could force competitors to rethink their own upgrade policies.
The centerpiece is the Simplicity Pro plan, which includes the iPhone 18 Pro, unlimited 5G Ultra Wideband data, 10GB of premium hotspot data, and standard roaming in Canada and Mexico, all for $80 per month after Auto Pay and switch discounts, plus taxes and fees. Crucially, customers do not need to trade in a device to get the iPhone 18 Pro; they simply return it in good working condition to upgrade to a new model every year. This removes a significant barrier for consumers who may not have a device to trade in or who prefer to keep their old phone as a backup. The plan also comes with no activation or upgrade fees when enrolling in Verizon Loyalty, plus monthly credits in Verizon Dollars and access to exclusive daily drops and experiences.
For those who prefer to trade in, Verizon offers up to $1,200 off a new iPhone with an eligible trade-in and a new line on myPlan, or up to $1,020 off for existing lines. The trade-in device must be an eligible Apple, Google, Motorola, or Samsung phone active on an account for at least 60 days. Verizon covers the discount through monthly promotional credits over 36 months. Additionally, customers can combine an iPhone purchase with an Apple Watch and iPad on us, further enhancing the value proposition.
The implications extend beyond just the iPhone. Verizon is also introducing the iPhone Duo, the first foldable iPhone, which opens to a 7.6-inch internal display and closes to a 5.4-inch external display, powered by the A20 Pro chip. Alongside, the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 are available, all integrated with Apple Intelligence and Siri AI. These devices represent the latest in wearable and audio technology, and Verizon's ability to offer them with flexible plans could attract a wide range of customers.
Verizon Loyalty, available to all postpaid customers on any plan, eliminates activation and upgrade fees, provides 3% back in Verizon Dollars monthly, and offers weekly chances to win experiences through Verizon Shine. This loyalty program, combined with the annual upgrade option, aims to reduce churn and build long-term customer relationships.
Preorders for the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 begin September 12 at 8 a.m. ET, with broad availability on September 18. The iPhone Duo will be available for preorder starting October 16. For more details, visit Verizon.com or the My Verizon app. Business customers can visit the Verizon Business website.
This strategy could pressure other carriers to simplify their own upgrade offers and reduce reliance on trade-ins, ultimately benefiting consumers. As the smartphone market matures, Verizon's bold move may set a new standard for device financing and customer loyalty.
