Why the iPhone 18 Release Is Triggering Big Price Drops
Retailers are slashing prices on current models and Apple has boosted trade-in values as the tech giant prepares to announce the iPhone 18 lineup.
Major retailers have begun slashing prices on current Apple smartphones and Apple itself has boosted trade-in values as the tech industry prepares for the upcoming launch of the iPhone 18.
The sudden price drops signal a major inventory clearance ahead of Apple's annual hardware event, which is widely expected to take place on September 8 or 9. Third-party retailers in the UK, Germany, Spain, and Australia have spent the summer discounting the current iPhone 17 generation. For consumers, this pre-launch window presents a crucial decision: buy a heavily discounted current model now, or wait for the next generation of hardware which may arrive with a higher price tag.
Retailers Cut Prices on Existing Models
In the UK, Amazon and John Lewis have dropped prices across almost the entire iPhone 17 lineup. The discounts are deep, particularly for the high-end and slimmed-down models, though the budget-friendly iPhone 17e remains excluded from the promotion.
Amazon UK has dropped the iPhone 17 Pro Max to £1,099, down from its £1,199 launch price. John Lewis is matching that £100 discount on the premium device. The biggest percentage drop belongs to the iPhone 17 Air, which has plummeted by £200 to retail at £799. The standard iPhone 17 is down to £749, representing a £50 saving.
These retail price drops are accompanied by a direct move from Apple to sweeten its official trade-in program. Apple has raised trade-in values by up to 30% in preparation for the iPhone 18 release. In the US, the trade-in value for an iPhone 16 Pro Max has risen from $695 to $720. The iPhone 16 Pro saw the largest jump in the lineup, climbing from $560 to $630. Even older handsets like the iPhone 11 have received a bump, with trade-in values now reaching up to $110.
Case Compatibility and Design Rumors
As the launch nears, questions remain about the physical dimensions of the upcoming iPhone 18 Pro. Rumors have swirled that both the Pro and Pro Max models will be thicker than their predecessors. However, accessory manufacturers are telling a different story.
Bloomberg's Mark Gurman recently highlighted on X that Best Buy stores in the US are already selling third-party phone cases with packaging that lists compatibility for both the iPhone 17 Pro and the unreleased iphone 18 Pro. The CEO of another prominent Apple accessory brand confirmed that suppliers are sharing the same information, indicating that cases for the iPhone 17 Pro Max will also fit the iPhone 18 Pro Max perfectly. If true, this suggests the external dimensions and camera bump placement of the Pro models will remain virtually unchanged.
Five New Models on the Horizon
Apple is planning an ambitious hardware cycle. Nikkei reports that the company plans to launch at least five new iPhone models between the second half of 2026 and the first half of 2027.
This expanded lineup is expected to include the standard iPhone 18, a budget-focused 18e, two Pro models, and a second-generation Air model. Hovering over the entire launch is the highly anticipated debut of Apple's first foldable device—potentially named the iPhone Ultra or iPhone Fold—for which Apple has reportedly instructed suppliers to prepare 10 million units this year.
While the launch event is set for September, consumers should expect staggered shipping dates. Some of the newly announced models are expected to ship late in 2026, while others may not reach customers until the first quarter of 2027.
