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Apple trims iPhone 17 Pro price as new flagship models loom
Major UK retailers have lowered the price of the iPhone 17 Pro following news that Apple will soon unveil its next‑generation iPhone line and its first foldable phone. The price cut, from £1,099 to £999, is intended to draw buyers who want a high‑end iPhone without waiting for the upcoming devices. Apple’s upcoming September event is expected to showcase the iPhone 18 Pro series alongside the debut of a foldable handset. The discounts come as analysts note the foldable could reshape the premium segment of the smartphone market.
How this was covered
- Centrist coverage is the most divided on this story
Why it matters
Consumers can purchase a premium iPhone at a reduced price just before Apple’s next flagship launch.
How this story developed
- Aug 24 Apple to unveil $2,000-plus foldable iPhone Ultra at September event
- Aug 27 The September 9 event will be the first major public appearance of new CEO John Ternus.
- Aug 30 Apple confirmed a prototype stylus for the foldable iPhone but said it probably will not be available at the September 9 event.
- Sep 5 John Ternus circulated an opening memo to employees emphasizing the upcoming September 9 launch.
- Sep 7 UK retailers reduced the iPhone 17 Pro’s price by £100.
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