World's best-selling smartphone gets price cuts after iPhone 18 Pro launch

Australian electronics retailer JB Hi-Fi has cut the standard 17 to AUD1,399 (US$996), down AUD100 from its launch price, according to Forbes.

Amazon U.K. is selling the 17 Pro for £999 ($1,360) and the Pro Max for £1,049, both £100 below Apple's official U.K. prices. The 512 GB Air is £200 cheaper.

In Germany, MediaMarkt has cut the 256 GB 17 Pro Max to €1,329 ($1,560), €120 below its launch price.

The standard 17 was the world's best-selling smartphone by unit sales in the first half of 2026, according to market research firm Counterpoint Research. The 17 Pro Max ranked second and the 17 Pro third.

The series has seen repeated discounts over the last couple of weeks as retailers clear inventory to make way for Apple's latest iPhones, launched last week.

The 18 Pro and Pro Max start at $1,199 and $1,299 in the U.S., both $100 more than their predecessors. The Duo, Apple's first foldable smartphone, starts at $1,999.

Apple's iPhone 17 Pro (L) and Pro Max. Photo by VnExpress/Tuan Hung

While some retailers are cutting prices, the U.S. tech giant has moved in the opposite direction.

The company raised prices for older iPhones after introducing its latest models, reversing its usual practice of making previous-generation devices cheaper.

In Vietnam, most Apple authorized resellers have implemented the increases. Apple now lists the 256 GB 17 at VND28.99 million (US$1,112), up VND4 million, while the 128 GB 16 rose VND2 million to VND24.99 million.

Prices have also risen in other markets.

In India, the one-terabyte iPhone Air recorded the steepest increase in the lineup, jumping 41% to INR224,900 (US$2,359) while the lower-storage 17 rose nearly 21% to INR99,900, according to Reuters.