Winning a bid on ebay, but decided not to buy?

I'm winning a bid for an iPhone 4S on ebay, but before I bidded I only wanted to put it on hold and didn't want anyone to buy it so now I'm the highest bidder and I think I might win. But I'm still looking around and don't wanna buy it.
Help how can I get out of this messy situation, I know I stuffed up but I'm not gonna pay for the phone?
Do I write the seller a message saying I apologize or what?

Is the price you bid very close to what it can be expected to sell for? If it is much lower than other sales for that phone then expect to be outbid in the final few seconds. If it's pretty close to being what can reasonably be expected out of the phone then go to the eBay site map, (a link to the site map is near the bottom of almost every page), and find Buying Resources and Bid Retractions. If there are still more than 12 hours left in the auction it's possible to retract the bid. Otherwise email the seller and ask them to cancel your bid before the listing ends.

Once the listing ends eBay will consider it a sale and charge the seller a Final Value Fee based on the selling price of the item and the shipping. The seller has two ways of getting that money back. They can send a cancellation notice that the buyer has to agree to or they can file an unpaid item dispute which will get you a strike at eBay and may harm your ability to buy.

Be nice when contacting the seller. They don't have to let you out of it at all if they don't want to.

The seller won't be bothered stuff like that always sells just tell him you didn't actually intend to bid on the item can you cancel my bid sorry for any inconvenience caused helena

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