Apple customers across the UK and Europe can now grab hefty price cuts on the iPhone 17 lineup, just one week before the company’s next-generation reveal. Several Pro models have fallen below their original launch pricing, with discounts deepening at major retailers.
The timing matters. Apple’s September 9 event will likely introduce the iPhone 18 Pro series and a long-rumored foldable device. Once those newer models arrive, current Pro versions typically vanish from Apple’s official store. That pattern means remaining third-party inventory could shrink fast, pushing buyers to act sooner rather than later.
Amazon UK now lists the iPhone 17 Pro and Pro Max at £150 under their debut prices. The standard iPhone 17 sits £100 lower, while the 512GB iPhone Air carries a £200 reduction. Currys and John Lewis have also joined the discount wave, offering £100 off both Pro models.
Mainland Europe shows similar movement. MediaMarkt Germany sells the iPhone 17 Pro at €1,179 and the Pro Max at €1,329, each €120 below launch. Spanish retailer PcComponentes trimmed €90 from the iPhone 17 Pro, bringing it to €1,229. MediaMarkt Spain currently lists the 256GB Pro Max at its original €1,319 price, unchanged for now.
Forbes predicts Apple will discontinue the iPhone 17 Pro and Pro Max after the September 9 event, following the company’s usual pattern. Third-party sellers may then slash prices further to clear remaining stock. Buyers weighing an upgrade will need to decide whether today’s discounts beat whatever liquidation deals emerge later.
Meanwhile, broader phone pricing trends point upward. IDC forecasts average smartphone selling prices rising 27.6 percent in 2026 to $581, driven partly by increasing memory costs. That squeeze makes the current iPhone 17 promotions more compelling for European shoppers. US buyers, however, still face limited discounts outside carrier-specific bundles.
