Retailers are slashing the price of the Apple iPhone 17 Pro Max as the iPhone 18 nears its release, according to Forbes, In the U.K., Amazon and John Lewis have dropped the price of the Pro Max model to £1,099 from £1,199, a £100 savings. The iPhone 17 Pro is also reduced to £999 from £1,099, and the standard iPhone 17 is now £749, down from £799. These cuts are part of a broader trend across European markets, with Spanish, German, and Australian retailers also offering s on the iPhone 17 series since the start of summer.

Wi-Fi 7 and Performance Enhancements

Infobae reports that the iPhone 17 Pro Max is equipped with Wi-Fi 7 support, allowing for download speeds of up to 2.5 Gbps in ideal conditions. However, users must configure both the router and the phone to take full advantage of this feature; Multi-Link Operation (MLO) is essential for maximizing performance, enabling the device to connect to both 5 GHz and 6 GHz bands simultaneously. The 6 GHz band is particularly important for reducing congestion and increasing data throughput.

Competitive Pricing and Promotions

T-Mobile is offering the iPhone 17 for free to customers switching to its Experience More or Experience Beyond plans, as reported by Mashable, though the iPhone 17 Pro is also free with an Experience Beyond plan, though users must pay local sales tax and a $35 device fee upfront. These deals are available through the weekend and are structured as monthly bill credits over 24 to 36 months, while this promotion comes as Apple’s new models are expected to carry higher price tags.

In Germany, the iPhone 17 Pro Max is currently available at a record-low price of €1,269 at Amazon, according to Macwelt, a €180 from its original price of €1,449. This marks the first time the model has dropped below €1,300, as the standard iPhone 17 is also on sale for €879, a 7% from its UVP. The device has a 4.6-star rating with over 1,000 customer reviews and is currently the seventh most popular product on the platform.

Bundled Offers and Carrier Deals

Inside Digital reports that MediaMarkt is offering the iPhone 17 Pro with a 512 GB storage variant in a bundled deal with a Telekom 5G tariff. The offer includes a one-time payment of €134.94 and monthly fees of €54.94 for 24 months, totaling €1,353.50 after subtracting €130 in bonuses; this is cheaper than the current best price of €1,389 for the device alone. The bundle also includes a 100 GB data plan with speeds up to 300 Mbps, a voice and SMS flat rate, and free EU roaming.

Apple is also preparing for the iPhone 18 launch by increasing trade-in values for older models, the iPhone 16 Pro Max is now valued at up to $720 in the U.S., a $25 increase from previously, according to Forbes. Other models like the iPhone 16 Pro and iPhone 11 also saw price hikes, with the iPhone 11 now worth up to $110.

These price reductions and trade-in incentives suggest that the market is shifting quickly in anticipation of the next iPhone release — Consumers are being given multiple avenues, from direct s to carrier deals — to upgrade to the current flagship models before the newer lineup arrives.