Cupertino [USA], September 9: Apple’s iPhone 17 lineup is seeing another round of price cuts across the UK, Europe and Australia, just ahead of the company’s highly anticipated September 9 iPhone 18 launch event. The latest discounts are particularly notable for the iPhone 17 Pro and iPhone 17 Pro Max, which are expected to be discontinued once their successors arrive.
The new discounts could make the iPhone 17 Pro Max an attractive option for buyers who want Apple’s current-generation flagship without paying the expected higher prices for the upcoming iPhone 18 Pro models.
iPhone 17 Pro Max Gets Another Price Cut
According to Forbes, Amazon UK has increased its discount on the iPhone 17 Pro Max from £100 to £150, bringing its price below the original launch price.
The iPhone 17 Pro Max is now available for £1,049 on Amazon UK, compared with its original £1,199 launch price.
The iPhone 17 Pro has also received a £150 reduction on Amazon UK, while the standard iPhone 17 has been discounted by £100. The iPhone Air 512GB has received an even larger £200 price cut.
Other major UK retailers are also offering discounts, although their reductions are currently smaller. Currys and John Lewis are selling the iPhone 17 Pro and Pro Max for around £100 below their launch prices.
iPhone 17 Series Discounts in the UK
| Model | Latest reported price/discount |
|---|---|
| iPhone 17 Pro Max | £1,049 on Amazon UK |
| iPhone 17 Pro | £949 on Amazon UK |
| iPhone 17 | £699 on Amazon UK |
| iPhone Air 512GB | £799 on Amazon UK |
The exact availability and pricing can change quickly as retailers clear their remaining stock.
Bigger Discounts Are Also Available in Europe
The price reductions aren’t limited to the UK.
In Spain, MediaMarkt is selling the iPhone 17 Pro Max 256GB for €1,319, which represents a €150 reduction from its €1,469 launch price.
In Germany, MediaMarkt has reduced the iPhone 17 Pro to €1,179 and the iPhone 17 Pro Max to €1,329, with both models receiving €120 discounts.
Spanish retailer PcComponentes is also offering the iPhone 17 Pro at €1,229, giving buyers a €90 saving.
These discounts suggest that retailers are actively trying to move existing iPhone 17 inventory before Apple’s next generation arrives.
Why Are Retailers Cutting Prices Now?
The timing of the discounts is significant.
Apple is expected to unveil its iPhone 18 Pro and iPhone 18 Pro Max on September 9, along with its first foldable iPhone. The iPhone 17 Pro and Pro Max are expected to be discontinued rather than simply receiving an official Apple price cut.
That makes the current retailer discounts particularly interesting for buyers who specifically want an iPhone 17 Pro model.
Once Apple’s new lineup arrives, remaining iPhone 17 Pro and Pro Max units could become harder to find. Forbes therefore describes the current discounts as potentially among the final opportunities to purchase these models new at reduced prices.
iPhone 18 Could Be More Expensive
Another reason the iPhone 17 discounts are attracting attention is the expected pricing of the new generation.
The upcoming iPhone 18 lineup is widely expected to be more expensive, partly because of rising memory and component costs. Recent industry reports have pointed to a major global memory-chip shortage that is increasing manufacturing costs for smartphones and other electronics.
This could make a discounted iPhone 17 Pro Max a more appealing choice for consumers who don’t necessarily need the newest hardware.
The situation is unusual because Apple is expected to introduce the premium iPhone 18 Pro, Pro Max and foldable model first, while the standard iPhone 18 may arrive later, potentially in early 2027.
Should You Buy the iPhone 17 Pro Max Now?
For buyers who want the Pro Max experience at a lower price, there is a strong argument for buying now.
The iPhone 17 Pro Max remains a high-end flagship, and the current discounts can make it significantly cheaper than the upcoming generation.
However, there is one important consideration: buyers who want the newest technology should wait for Apple’s September 9 announcement.
The new iPhone 18 Pro and Pro Max could bring improvements in performance, cameras, display technology and other areas. Apple’s first foldable iPhone is also expected to attract considerable attention.
On the other hand, anyone who is primarily interested in value may find the iPhone 17 Pro Max increasingly attractive as retailers reduce their remaining inventory.
What About the Standard iPhone 17?
The situation is slightly different for the standard iPhone 17.
Unlike the Pro models, the standard iPhone 17 is expected to remain part of Apple’s lineup for longer because the next-generation standard iPhone 18 is reportedly being delayed until 2027.
That means buyers shouldn’t necessarily expect the same immediate price movement for the standard iPhone 17 after the September launch. Third-party retailers may continue offering discounts, but Apple could take a different approach to its official pricing.
The Best Time to Buy May Depend on Your Priorities
The latest iPhone 17 discounts create two very different choices.
If you want the newest iPhone, waiting for the iPhone 18 announcement makes the most sense. The new generation will offer Apple’s latest technology and could introduce the company’s first foldable smartphone.
But if you want a premium iPhone at a lower price, the iPhone 17 Pro Max could be one of the better opportunities currently available, especially in markets where discounts have reached £150 or €150.
With Apple expected to unveil the new generation on September 9, the window for buying a discounted iPhone 17 Pro or Pro Max may be limited.
For consumers outside the UK, Europe and Australia, however, the situation is different. Forbes notes that comparable unlocked discounts were not available from Apple’s US store at the time of its report, with US deals largely limited to carrier offers.
The bottom line is simple: if you’re considering an iPhone 17 Pro Max, the latest price cuts make it worth checking retailer stock before the iPhone 18 launch. Once the Pro models are discontinued, finding a brand-new unit at a similar price could become considerably harder.
