Prices of Apple’s iPhone 17 series have been reduced in several countries as retailers launch special discount sales ahead of the expected unveiling of the iPhone 18 lineup.
According to international media reports, Apple is expected to unveil the iPhone 18 series and a new foldable iPhone on September 9. Retailers have reportedly begun offering discounts on existing iPhone 17 models to clear inventory before the next-generation devices arrive.
iPhone 17 Pro models see major discounts
In the UK, Amazon has reportedly increased discounts on several iPhone 17 models. The iPhone 17 Pro and iPhone 17 Pro Max are being offered at prices £150 lower than their launch prices, equivalent to more than Rs56,000.
The standard iPhone 17 has also reportedly received a £100 discount, or more than Rs37,000.
The 512GB version of the iPhone Air has seen an even larger reduction of £200, equivalent to more than Rs112,000.
Similar discounts have reportedly appeared in European markets, where prices of iPhone 17 models have fallen by around €100 to €150, or approximately Rs32,000 to Rs50,000.
iPhone 17 Pro may be discontinued
According to Forbes, Apple could discontinue the current iPhone 17 Pro and iPhone 17 Pro Max after the expected September 9 announcement of the iPhone 18 series.
If Apple removes the models from its official lineup, the current retailer discounts could represent one of the final opportunities for consumers to purchase an iPhone 17 Pro or Pro Max from remaining stock.
Meanwhile, reports suggest that the upcoming iPhone 18 Pro could be priced $100 to $200 higher than the corresponding current-generation models.
The reported discounts and potential price increase for the next generation could make the remaining iPhone 17 Pro stock particularly attractive to buyers comparing prices ahead of Apple’s next launch.