Price reductions before the iPhone 18 launch
As Apple prepares for its 'Surprise and Shine' event on September 9, where the iPhone 18 series is expected to be unveiled, retailers are already cutting prices on the current iPhone 17 Pro Max. In the UK, shoppers can save £100 on the 256GB model, which has been reduced from £1,199 to £1,099 at Very, according to the Daily Record. The deal covers the revamped design and a choice of three colours: Cosmic Orange, Deep Blue and Silver.
In India, the iPhone 17 Pro Max, which originally launched at ₹1,49,900, is now listed at ₹1,44,999 on Flipkart, creating a ₹5,000 gap, as reported by Business Today. The publication notes that bank offers on the iPhone 17 Pro and 17 Pro Max could reduce the effective price further, depending on the card and offer used at checkout.
What the current Pro models offer
The iPhone 17 Pro and Pro Max share Apple's A19 Pro chipset, which the Daily Record describes as the brand's most powerful processor, helping the device run around 50% faster than the iPhone 15 Pro. Both models feature three 48MP lenses, capable of recording 4K videos with up to eight times optical zoom. The Pro Max offers up to 37 hours of video playback and can fast-charge to 50% in 20 minutes, according to the same report.
Apple Intelligence features include writing tools, photo editing and a revamped Siri, the Daily Record adds. Buyers choosing between the two Pro models will be deciding on screen size: the 17 Pro gets a 6.3-inch OLED display, while the Pro Max stretches to 6.9 inches, as noted by Business Today.
Expert review and perspective
Technology Editor David Snelling, in a five-star review, called the iPhone 17 Pro and Pro Max 'the ultimate iPhones', praising their performance and design. 'The new iPhone 17 Pro and Pro Max pack quite a punch,' he said, adding that 'they finally look different, get improved processing, longer battery life and will keep cooler under pressure.'
Snelling highlighted the camera system as 'superb' and the screens as 'sharp', noting bonus extras such as professional video recording. He encouraged upgrades for Pro device enthusiasts, saying 'if you love Pro devices, this is definitely a year to upgrade as the changes are pretty dramatic over previous models.' However, he cautioned that the devices are now more expensive, noting that 'the cheaper iPhone 17 has had a major upgrade this year.' 'There's no question that 17 Pro and 17 Pro Max are the ultimate iPhones, just be prepared to pay a premium to have one in your pocket,' he concluded.
Other retailer offers
Beyond Very, Sky Mobile is also cutting prices ahead of the Apple launch, with shoppers able to pair the iPhone 17 Pro Max with an unlimited data SIM for £53.75 per month (was £64.75), though the price requires a 36-month handset contract, the Daily Record reported.
With the iPhone 18 launch imminent, the timing of these discounts could make the current Pro models more appealing to buyers who do not need the next-generation device. As Business Today put it, the ₹5,000 reduction combined with potential bank savings raises a question: is the current Pro model now the smarter buy before the next launch?