Despite Apple’s decision to increase the cost of several existing iPhone models following the unveiling of the iPhone 18 Pro and its first foldable, the iPhone Duo, major retailers have bucked the trend. The iPhone 17 Pro, which launched a year ago, is now available for £100 less than its previous £1,099 tag, bringing the price down to £999 at outlets such as Very, Currys, John Lewis and Amazon. The same pattern appears with the iPhone 16, which Apple lists at £799 while many high‑street sellers still offer it for £699.
Price Cuts Across Retailers
Very led the charge, cutting the iPhone 17 Pro from £1,099 to £999. Currys, John Lewis and Amazon quickly matched that reduction, leaving the flagship model comfortably under the £1,000 barrier for the first time since its debut. The iPhone 17 Pro Max also saw a trim, falling from £1,119 to £1,099 across the same retailers. Even the standard iPhone 16, though raised by Apple to £799, remains at £699 in many shops, giving buyers a clear incentive to look beyond the manufacturer’s direct pricing.
What the Critics Said
When the iPhone 17 Pro first hit the shelves, The Independent’s technology critic David Phelan awarded it five stars and declared it the “best iPhone ever”. He praised the device’s “super‑fast performance, superb battery life and a big leap forward in camera capabilities”. On the display, Phelan noted: “Apple’s ProMotion displays are spectacular, with pin‑sharp detail, rich and accurate colours and wide viewing angles. The anti‑reflection helps, though it’s a subtle rather than a night‑and‑day difference.” He also highlighted the innovative selfie camera that swivels the picture’s orientation without requiring a horizontal hand movement.
For the Max variant, Phelan’s review read: “It’s like Apple thought about all the boxes it could, and then ticked them all. 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.”
Deals and Contracts
Beyond the outright price cuts, networks and resellers are bundling the iPhone 17 Pro with attractive data packages. Affordable Mobiles, for example, offers the handset with 100GB of monthly data for £49 per month, plus a £39 upfront fee. Similar contract‑style offers are appearing at Very and Currys, letting shoppers spread the cost while still benefiting from the reduced retail price.
Why it Matters
The divergence between Apple’s pricing strategy and retailer discounts underscores how competitive the smartphone market has become, even for premium brands. Consumers now have a genuine chance to acquire a top‑tier iPhone at a sub‑£1,000 price point, which could shift upgrade cycles and put pressure on Apple’s future pricing decisions. For bargain hunters and tech enthusiasts alike, the current window represents a rare opportunity to grab a flagship device without the usual flagship premium.
