1)    The custom is not to make the blessing of “Shehecheyanu” in these days, and one therefore may not eat a new fruit nor wear new clothes in these days. (Shulchan Aruch and Mishne Berurah 551)

2)    There are those who are lenient and allow one to eat new fruit on Shabbos and make Shehecheyanu (Mishne Berurah ibid), and there are those who follow the custom of the Ar”I Za”l and do nt eat new fruit even on Shabbos, so that they will not make Shewhecheyanu. (Kaf Hachaim ibid)