UK Retailers Cut iPhone 17 Prices by Up to £200 as Apple Lifts Trade-Ins to $720

Q: With iPhone 18 prices set to soar, is buying a discounted iPhone 17 Pro right now your smartest tech move?

Yes—if you want a high-end iPhone and don’t need the iPhone 18’s new features, buying a discounted iPhone 17 Pro now is likely the smartest move. The case is simple: U.K. retailers have already cut the iPhone 17 Pro to £999 from £1,099, and the Pro Max to £1,099 from £1,199. At the same time, multiple reports suggest the iPhone 18 Pro could launch £100 to £300 higher, driven by memory shortages, pricier camera parts and a more expensive 2nm chip. That makes today’s 17 Pro discounts meaningful, not cosmetic. There is also a timing advantage. Apple typically stops selling previous-generation Pro models once the new lineup arrives. That means these retailer discounts may be one of the last chances to buy a brand-new 17 Pro or Pro Max at a lower price. After launch, your main alternative may be refurbished stock, not fresh inventory. The trade-in math also helps some buyers. Apple has raised trade-in values on many older iPhones and added newer Android models such as the Pixel 9 Pro XL and OnePlus 13, which can offset more of the upfront cost if you are upgrading. The reason to wait is only if you specifically want what the iPhone 18 Pro is expected to add: a newer A20 Pro chip, camera upgrades and other launch-year improvements. But for most buyers focused on value, the iPhone 17 Pro now offers flagship hardware at a discount before likely higher prices arrive.

Q: Are the staggering iPhone Air discounts a lucky break for buyers, or proof of a massive production misstep?

They look more like evidence of a model-specific miscalculation than a simple lucky break. The size and persistence of iPhone Air discounts stand out even within Apple’s normal pre-launch clearance cycle. In the U.K., the Air has fallen to £799 from £999, a far steeper cut than the £50-£100 reductions on the rest of the iPhone 17 range. Similar unusually large discounts have appeared in the U.S. and Australia, and reports describe weak demand, frequent returns, sharp early depreciation and production cuts focused specifically on the Air. That points to a problem with the product’s positioning, not Apple’s overall iPhone strategy. Analysts and market reports say the Air’s ultra-thin design came with trade-offs many buyers did not accept: a single rear camera, weaker battery life, mono audio and a price just £100/$100 below the much more capable Pro. Reports that Apple cut Air production while raising output for the standard, Pro and Pro Max models reinforce the idea that demand was misread for this one device. For buyers, though, the discounts are still real value if the compromises fit their needs. At £799, the Air is much easier to justify as a design-led iPhone than it was at £999. But the markdowns are better read as inventory correction than generosity. In other words, it is both a bargain and a warning: good for shoppers who specifically want the thin-and-light form factor, but strong evidence Apple misjudged how much consumers would sacrifice for slimness.

3 articles · Updated · Forbes · Aug 19

Amazon UK and John Lewis cut most iPhone 17 models ahead of next month’s iPhone 18 launch, with the biggest drop on the iPhone 17 Air at £799 from £999.
The markdowns extend a summer stock-clearing push already seen in Spain, Germany and Australia, while the iPhone 17e is the main model left out in the UK.
Apple is also sweetening upgrades by raising trade-in values across nearly all iPhones: the iPhone 16 Pro rose to $630 from $560, and the 16 Pro Max to $720 from $695.
The company added more Android options to its trade-in program, including the Pixel 9 Pro XL at $315 and OnePlus 13 at $250, while Samsung payouts top out at $125 for the Galaxy S22 Ultra.
The promotions come as iPhone 18 prices are expected to rise on higher component costs, potentially making discounted iPhone 17 models one of the last cheaper entry points before Apple discontinues older Pro versions.