The new generation is here, prices are (again) a marathon runner through VAT. We've collected the official European starting prices for the iPhone 17, iPhone 17 Air, iPhone 17 Pro and iPhone 17 Pro Max and checked where the purchase is most worthwhile - in theory and in practice. Spoiler: Luxembourg continues to play price limbo. So - where will the iPhone 17 be the cheapest?!
Where will the iPhone 17 be the cheapest?! Apple has unveiled the iPhone 17 generation and, in a manner of ordered chaos, prices across the EU look similar to last year – but the differences are mainly due to VAT by country and sometimes also by traders and operators themselvesIf you want to pay less for the same phone, location matters. Below is a breakdown official “from” prices (256 GB) by countries with the euro, along with a quick compass: Where is it cheapest and why?Pre-orders begin September 12, and sales September 19, which Apple clearly states in its stores across the EU. (Apple) We reveal where the prices are best – if you follow this link!
Methodology: we considered official Apple Store pages for each country and starting prices for 256 GB (because this is the new starting capacity for the iPhone 17 and 17 Pro), and the same principle applies to the Pro Max.
Short verdict (if you're tempted to skip to the bottom of the page) - So - where will the iPhone 17 be cheapest?!
- Cheapest: Luxembourg on all models (the lowest VAT in the eurozone is known).
- Immediately after him: Germany and Austria – often €10–20 above LU.
- Middle: Spain (slightly above DE/AT) and France, Netherlands, Belgium (a few € higher).
- The most expensive in this set: Italy and Ireland (highest “from” amounts in the Eurozone, but still official IFRS).
Real savings between the cheapest and most expensive country (base model 256 GB):
- iPhone 17: ~42,03 € (€979.00 IE – €936.97 LU)
- iPhone 17 Air: ~50,63 € (€1,239.00 IT/IE – €1,188.37 LU)
- iPhone 17 Pro: ~53,93 € (€1,339.00 IT/IE – €1,285.07 LU)
- iPhone 17 Pro Max: ~58,90 € (€1,489.00 IT/IE – €1,430.10 LU)
(you can find the evidence table below, all numbers come from official Apple pages)
iPhone 17 — prices across Europe (256 GB)
| Country | Price “from” |
|---|---|
| Luxembourg | 936,97 € |
| Germany | 949 € |
| Austria | 949 € |
| Spain | 959 € |
| France | 969 € |
| The Netherlands | 969 € |
| Belgium | 969 € |
| Italy | 979 € |
| Ireland | 979 € |
Apple Store resources for: LU/DE/AT/ES/FR/NL/BE/IT/IE.
Quick conclusion: It is lowest in LU, then DE/AT, then ES and the trio of FR/NL/BE; IT/IE are generally the most expensive of the above.
iPhone 17 Air — prices across Europe (256 GB)
| Country | Price “from” |
|---|---|
| Luxembourg | 1.188,37 € |
| Germany | 1.199 € |
| Austria | 1.199 € |
| Spain | 1.219 € |
| France | 1.229 € |
| The Netherlands | 1.229 € |
| Belgium | 1.229 € |
| Italy | 1.239 € |
| Ireland | 1.239 € |
Apple Store resources for: LU/DE/AT/ES/FR/NL/BE/IT/IE.
Yes, iPhone Air is actually a thinner model this year, with A19 Pro and ceramic protection on the front and back. This is also confirmed by Apple Newsroom.
iPhone 17 Pro — prices across Europe (256 GB)
| Country | Price “from” |
|---|---|
| Luxembourg | 1.285,07 € |
| Germany | 1.299 € |
| Austria | 1.299 € |
| Spain | 1.319 € |
| France | 1.329 € |
| The Netherlands | 1.329 € |
| Belgium | 1.329 € |
| Italy | 1.339 € |
| Ireland | 1.339 € |
Apple Store resources for: LU/DE/AT/ES/FR/NL/BE/IT/IE. (Apple)
Also iPhone 17 Pro starts at 256 GB – a double jump compared to previous generations. (Apple)
iPhone 17 Pro Max — prices across Europe (256 GB)
| Country | Price “from” |
|---|---|
| Luxembourg | 1.430,10 € |
| Germany | 1.449 € |
| Austria | 1.449 € |
| Spain | 1.469 € |
| France | 1.479 € |
| The Netherlands | 1.479 € |
| Belgium | 1.479 € |
| Italy | 1.489 € |
| Ireland | 1.489 € |
Apple Store resources for: LU/DE/AT/ES/FR/NL/BE/IT/IE.
New: This year, Pro Max also has up to 2TB space – good news for mobile filmmakers, bad for your budget.
What this means for purchasing: fast, clear, useful
1) “Location, location, location”
If you are buying within the EU, you will find the lowest price in Luxembourg, and on their heels are Germany and AustriaThe differences are not huge (a few tens of euros), but with Pro Max they reach ~60 €. If you are right next to the border or traveling, this is not negligible. (See tables and sources above.)
2) Amazon.de and company
For larger online retailers (e.g. Amazon.de) are on launch day prices usually aligned with official IFRSDiscounts tend to appear a few weeks or months later, when the stock is “breathing.” With Amazon, make sure the seller is Amazon EU or Apple, otherwise the seller can save – not you. At this link! (Guideline from practice; see Apple tables above for official prices.)
3) Pre-orders and deliveries
Pre-orders open across the EU September 12, and the first deliveries (and in-store pickups) follow September 19If you're looking for the lowest price and fastest delivery, check the local Apple Store page for your country. (Apple)
4) Warranty and travel
Within the EU, warranty claims are generally drama-free, but purchase in another country usually means delivery only to the local address (if you are buying remotely). The easiest way to “LU-price” is to physically buy while traveling – if your logistics allow it.
Summary for each model
- iPhone 17: Lowest in LU (€936.97). If you are in DE/AT, you pay ~€12 extra, in ES ~€22, in FR/NL/BE ~€32, in IT/IE ~€42.
- iPhone 17 Air: Lowest in LU (€1,188.37); DE/AT is €1,199, ES €1,219, FR/NL/BE €1,229, IT/IE €1,239.
- iPhone 17 Pro: Lowest in LU (€1,285.07); then DE/AT €1,299, ES €1,319, FR/NL/BE €1,329, IT/IE €1,339.
- iPhone 17 Pro Max: Lowest in LU (€1,430.10); DE/AT €1,449, ES €1,469, FR/NL/BE €1,479, IT/IE €1,489.
