iPhone 17 Pro Max on Sale: Retailers Clear Stock Ahead of iPhone

The smartphone market is abuzz with the impending arrival of the iPhone 18, and the anticipation has translated into a wave of promotions for the iPhone 17 series. Stores around the world are liquidating their inventories, making the iPhone 17 Pro Max one of the most talked‑about and sought‑after devices online.

Early Discounts on the iPhone 17 Line

Retailers in various regions are racing to clear out iPhone 17 stock before Apple’s September 9 event, which will launch the iPhone 18. This push has resulted in significant discounts at major retailers.

• In the United Kingdom, EE cut the iPhone 17 Pro to £999 and the iPhone 17 Pro Max to £1,099, a £100 discount on both. Currys and John Lewis also applied the same £100 reduction to the Pro and Pro Max models.
• In Spain, MediaMarkt lowered the price of the 256GB iPhone 17 standard to €919, saving 4% on the original €959. The iPhone 17 Pro Max received an even larger discount of €150.
• In Australia, JB Hi‑Fi offers the 256GB iPhone 17 Pro Max for AUD 1,899, a reduction of AUD 300 from the launch price of AUD 2,199, representing a 13.6% savings. The iPhone 17 Pro is also discounted by AUD 300, selling for AUD 1,699.
• Amazon has maintained discounts on the iPhone 17 line, including the iPhone Air, which is permanently £200 cheaper than its original price of £999.

Refurbished Models and Their Advantages

For those seeking even greater savings, Amazon is offering "premium refurbished" iPhone 17 Pro models with discounts of up to $291. These refurbished versions meet strict aesthetic and battery standards, ensuring a condition close to new.

The silver 1TB version of the iPhone 17 Pro, for example, is $291 below its retail price of $1,499, selling for $1,208. These models are unlocked and carrier‑compatible.

Meet the iPhone 17 Pro

Even with the new model on the horizon, the iPhone 17 Pro remains a robust option in the market. It is equipped with the A19 Pro chip, which is almost 20% faster than the A18 found in the iPhone 16. Camera quality is highlighted, with a 48‑megapixel telephoto rear camera and an 18‑megapixel front camera.

The 4,252 mAh battery provides endurance for a full day of heavy use. For Amazon’s refurbished models, battery health is guaranteed with a minimum capacity of 90%. Experts recommend the iPhone 17 Pro for users upgrading from an iPhone 14 Pro or older, where the performance difference will be most noticeable.

Impact on Trade‑In Value and Sales

The proximity of a new iPhone launch traditionally affects the trade‑in value of older models. Studies indicate that 75% of iPhones lose trade‑in value between the announcement day and the new device’s release. The pre‑launch period for the iPhone 17 was the worst ever recorded, with 92.6% of iPhones losing value in just ten days, an average loss of $36.46.

With the iPhone 18 event announced on August 26, the clock is ticking for those planning to sell their current iPhone on the secondary market. Although trade‑in prices fluctuate throughout the year, and companies like Google and Apple have recently raised their trade‑in values, the value of an existing iPhone is unlikely to be higher than it is now.

What to Expect After the iPhone 18 Launch

It is likely that iPhone 17 discounts will rise even further after September 9, when the new model is officially released. Retailers will need to aggressively clear remaining stock. For U.S. buyers seeking an unlocked phone, Apple is expected to discount the iPhone 17 and iPhone 17 Plus after the iPhone 18 launch, but the Pro and Pro Max models will be discontinued by the company. Other stores will continue offers until the last iPhone 17 units are sold.

Sources: Forbes, CNET.