iPhone 17 Prices Plummet Ahead of Apple's September 9 Event
Discounts on Apple's iPhone 17 series are getting deeper just days before the company is expected to unveil its next-generation iPhone lineup, including the iPhone 18 Pro. The UK and parts of Europe have seen significant price cuts, with Amazon UK offering the iPhone 17 Pro and Pro Max at £150 below their launch prices.
Forbes estimates that the current-generation Pro models will be phased out once the new generation is introduced, potentially making existing stocks more limited at retailers. This could explain why discounts are increasing in the lead-up to Apple's September 9 event.
The standard iPhone 17 is also £100 cheaper, while the 512GB iPhone Air is reportedly available for £200 less. Other UK retailers such as Currys and John Lewis are selling the iPhone 17 Pro and Pro Max for £100 less than their original prices.