iPhones in the UK Price List (2026): Official Apple Prices in GBP, EUR & USD
iPhone prices in the UK are constantly being rewritten. Every year, Apple quietly retires models, reshuffles tiers, and redefines what counts as “entry‑level” or “premium” — and 2026 is no exception.
As of January 2026, the official Apple price list looks radically different from just a few years ago, especially when viewed across GBP, EUR, and USD. Below is the current UK iPhone lineup and pricing, straight from Apple.
Apple iPhone 17 Pro Max (2026)
| Storage | Price (GBP) | Approx EUR* | Approx USD* |
|---|---|---|---|
| 256GB | £1,099 | €1,285 | $1,395 |
| 512GB | £1,299 | €1,520 | $1,650 |
| 1TB | £1,499 | €1,755 | $1,905 |
This is Apple’s most expensive mainstream phone ever sold in the UK. It replaces the old “Ultra” idea without naming it.
Official Apple UK price confirmed January 2026.
Apple iPhone 17 Pro
| Storage | Price (GBP) | Approx EUR* | Approx USD* |
|---|---|---|---|
| 256GB | £1,099 | €1,285 | $1,395 |
| 512GB | £1,299 | €1,520 | $1,650 |
Yes — the Pro and Pro Max now start at the same price. Size, not power, is the differentiator in 2026.
Source: Apple UK Store.
Apple iPhone Air
| Storage | Price (GBP) | Approx EUR* | Approx USD* |
|---|---|---|---|
| 256GB | £999 | €1,170 | $1,270 |
The thinnest iPhone Apple has ever made — priced above the standard model but below Pro.
Official pricing via Apple UK.
Apple iPhone 17
| Storage | Price (GBP) | Approx EUR* | Approx USD* |
|---|---|---|---|
| 256GB | £799 | €935 | $1,015 |
| 512GB | £999 | €1,170 | $1,270 |
This is where most UK buyers should be looking. It delivers Pro‑level performance for £300 less.
Verified January 2026 Apple pricing.
Apple iPhone 16 & 16 Plus (Still Sold New)
| Model | Price (GBP) | Approx EUR* | Approx USD* |
|---|---|---|---|
| iPhone 16 | £699 | €820 | $890 |
| iPhone 16 Plus | £799 | €935 | $1,015 |
Apple quietly keeps last year’s models to anchor prices. For many users, this is the best value tier.
Source: Apple UK.
Apple iPhone 16e (Budget Option)
| Storage | Price (GBP) | Approx EUR* | Approx USD* |
|---|---|---|---|
| 128GB | £599 | €700 | $760 |
This is now the cheapest new iPhone you can buy directly from Apple in the UK.
Official Apple pricing.
What Most Buyers Miss
Here’s the uncomfortable truth:
Apple doesn’t want you buying the most expensive phone.
The pricing ladder nudges you toward the iPhone 17 — where margins are strongest and upgrades feel justified.
The £300 jump to Pro isn’t about features. It’s about psychology.
The Smart UK Buying Strategy (2026)
- ✅ Best value overall: iPhone 17
- ✅ Best premium without excess: iPhone Air
- ✅ Cheapest new iPhone: iPhone 16e (£599)
- ❌ Worst value for most people: Pro Max
If you’re paying outright in the UK, this choice matters more than specs.
*EUR and USD prices are approximate conversions based on January 2026 exchange rates. For current rates, check the Bank of England or ECB.
