Apple’s latest launch and a surprise discount on the previous star
Apple’s September 2026 showcase brought the shiny iPhone 18 Pro and Pro Max, plus the brand’s inaugural foldable, the iPhone Duo. While the new models command premium pricing, the tech world is buzzing about a £100 price reduction on last year’s flagship iPhone 17 Pro. The cut, spotted across major UK retailers, makes the previous generation’s top‑tier phone more attractive than ever – especially for bargain‑hunters eager to upgrade without breaking the bank. The timing is perfect, as the original iPhone 17 Pro was hailed as “the best iPhone ever” by The Independent’s tech critic, and now its price tag matches that bold claim with a welcome discount.
Why the iPhone 17 Pro is suddenly a hot pick
The iPhone 17 Pro’s appeal goes far beyond the price cut. Its standout features include Apple’s new Ceramic Shield 2, a wider camera module that frees up space for a larger battery, and a blistering 3,000‑nit display that shines even in bright outdoor conditions. The ProMotion screen delivers “pin‑sharp detail, rich and accurate colours and wide viewing angles,” while the anti‑reflection coating adds a subtle but noticeable edge. Under the hood, the device packs super‑fast performance, and the selfie camera now boasts a clever spinning mechanism that adjusts orientation without requiring the user to shift their hand horizontally – a neat convenience for portrait and landscape shots alike.
David Phelan, The Independent’s tech critic, awarded the iPhone 17 Pro a full five‑star rating, calling it “the best iPhone ever.” He praised its “super‑fast performance, superb battery life and a big leap forward in camera capabilities,” noting that these strengths are not merely incremental. The combination of premium hardware, fluid software integration, and the recent £100 discount makes the iPhone 17 Pro an especially compelling option for anyone in the market for a high‑end smartphone this September.
Where to snag the reduced iPhone 17 Pro and Pro Max
Retailer competition is driving the price drop. Very, Currys, John Lewis and Amazon have all slashed the iPhone 17 Pro from its original £1,099 to £999, while Affordable Mobiles offers a flexible financing route: £39 upfront plus £49 per month for 100 GB of data. The Pro Max sees a similar treatment, with Very trimming its price from £1,119 to £1,099, and Amazon, Currys and John Lewis matching that figure. For those eyeing the slightly older iPhone 16, Apple’s own store still lists it at £799, yet Very continues to sell it for £699 – a further £100 saving that underscores the retailer‑led price war.
The iPhone Duo, Apple’s first foldable, also launched at a premium, but the company’s decision to raise prices on several existing models by £100 has been offset by these retailer discounts. Shoppers are therefore presented with a rare opportunity: a flagship device that retains its premium feel while now being more wallet‑friendly than ever.
What the critics are saying – and why it matters
In his review, David Phelan declared the iPhone 17 Pro “the best iPhone ever,” highlighting its “super‑fast performance? Check. Best battery life yet? Check. A big leap forward in camera capabilities? Absolutely. And none of these metrics are coming from a low base.” He also highlighted the display’s brilliance, noting that “Apple’s ProMotion displays are spectacular, with pin‑sharp detail, rich and accurate colours and wide viewing angles. The anti‑reflection helps, too, though it’s a subtle rather than a night‑and‑day difference.” These endorsements, coupled with the tangible £100 price cut, reinforce the iPhone 17 Pro’s status as a top‑tier purchase in 2026.
Why it Matters
The £100 discount on the iPhone 17 Pro reshapes the smartphone buying landscape, offering consumers a premium device at a more accessible price point without compromising on the features that made it a reviewer’s favourite. This price adjustment not only democratises cutting‑edge technology but also pressures competitors to match value, ultimately benefiting the entire market. For tech enthusiasts and everyday users alike, the timing presents an ideal moment to invest in a device that blends performance, innovation, and affordability – a combination that defines the future of mobile technology.
