Retailers are rushing to clear their iPhone 17 stock ahead of the September 9th Apple event that will see the launch of the iPhone 18. So far, that has meant early discounts on Amazon last week, with even bigger iPhone 17 price drops now appearing in several major shops around the world. Here is every confirmed discount right now.
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New iPhone 17 Prices In The U.K. And Europe
EE has dropped the iPhone 17 Pro to £999 and the iPhone 17 Pro Max to £1,099, a £100 discount on both. currys and John Lewis are also selling the iPhone 17 Pro for £100 off the launch price, with the iPhone 17 Pro Max also reduced by £100 at both retailers.
MediaMarkt Spain has cut the standard iPhone 17 256GB to €919, down from €959, a 4% saving. The iPhone 17 Pro Max gets a bigger €150 discount.
New iPhone 17 Prices In Australia
JB Hi-Fi has the iPhone 17 Pro Max 256GB at AUD$1,899, down from its AUD$2,199 launch price. That is an AUD$300 saving, or 13.6%, and the biggest iPhone 17 discount I have seen so far. The iPhone 17 Pro similarly gets an AUD$300 discount at JB Hi-Fi, bringing it down to AUD$1,699.
Last week’s Amazon discounts are also still live. Interestingly, Amazon seems to be one of the few places that has discounted the base iPhone 17 and the iPhone Air, which appears to be permanently £200 off its original £999 launch price.
For U.S. buyers, the only way to buy a brand new and unlocked iPhone 17 is directly from Apple, where there are no discounts, but the company did raise its trade-in prices recently.
Should You Sell Your Old iPhone Now Before Buying The iPhone 17 Or iPhone 18?
If you plan to upgrade to the iPhone 18, you may want to sell your current iPhone before the new device lands. New research from SellCell tracked trade-in prices across the last three Apple launches. The findings revealed that 75% of iPhones lose trade-in value between Apple’s announcement day and release day.
The most recent launch was the worst on record. Ahead of the iPhone 17 release, 92.6% of the iPhones tracked lost value in that ten-day window. The average loss was $36.46, with the iPhone 16 Plus 512GB losing as much as $129 in under two weeks.
Apple announced the iPhone 18 event on August 26th, so the clock is already running. If you are planning to sell your current iPhone on the secondary market, it is very unlikely to be worth more than it is right now.
But if you want to trade in rather than sell, there is no rush because trade-in prices fluctuate throughout the year. Both Google and Apple have raised their trade-in prices in recent weeks. Samsung also is not shy about paying top dollar for used phones when it runs promotions. So you can hold on to your current phone while you wait for iPhone 18 reviews to drop.
Will These iPhone 17 Prices Drop Further?
Almost certainly yes, but probably not by much before September 9th. The bigger iPhone 17 discounts tend to arrive after the new model launches, when retailers need to clear remaining stock more aggressively. For U.S. shoppers who want an unlocked phone, Apple will discount the iPhone 17 and iPhone 17 Plus after the iPhone 18 launches, but the Pro and Pro Max will be discontinued. For everyone else, all of the above retailers will run deals until they clear out the last iPhone 17 units.
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