iPhone 17 Prices Plummet Ahead of Apple's Next-Gen Launch
Apple's iPhone 17 series has seen significant price cuts in the UK and Europe ahead of the company's September 9 launch event for the next-generation iPhone lineup.
The discounts are now up to £150 on the iPhone 17 Pro and Pro Max, with prices dropping below their original launch costs. The standard iPhone 17 is also cheaper by £100, while the 512GB iPhone Air has received a £200 price reduction in the UK.
UK retailers Amazon, Currys, and John Lewis are offering discounts on various iPhone 17 models, with prices matching those of other European retailers like MediaMarkt Spain and Germany. The iPhone 17 Pro Max is available for €1,319 at MediaMarkt Spain, while the iPhone 17 Pro can be purchased for €1,179 at MediaMarkt Germany.
Forbes estimates that Apple will likely discontinue the previous-generation Pro models after the launch of the iPhone 18 lineup, potentially making existing stocks more limited. However, it's unclear whether this means the phones will immediately disappear from retailers or if remaining inventory will be sold at lower prices to clear stock.