Apple’s iPhone 17 lineup is receiving bigger discounts across several markets just days before the company’s September 9 event, giving buyers a chance to save before the next generation arrives.

Amazon UK has increased discounts on several models, with the iPhone 17 Pro and Pro Max now around $203 below their launch prices. The standard iPhone 17 is also around $135 cheaper, while the 512GB iPhone Air has received a reduction of about $270.

iPhone 17 Pro Max price drops

Other UK retailers, including Currys and John Lewis, are offering discounts of about $135 on the iPhone 17 Pro and Pro Max.

Price cuts have also appeared across Europe. MediaMarkt Spain has reduced the 256GB iPhone 17 Pro Max by about 10%, while MediaMarkt Germany and PcComponentes Spain are also offering lower prices on Pro models.

iPhone 18 launch raises buying questions

The discounts are largely being driven by retailers looking to clear existing iPhone 17 inventory before the expected iPhone 18 Pro, Pro Max and foldable iPhone arrive.

Analysts and reports suggest the upcoming Pro models could cost more than their predecessors, partly because of higher memory costs. This could make discounted iPhone 17 models more attractive to buyers seeking a premium Apple phone at a lower price.