October 26, 2025
After a month of strong sales and limited availability, Apple’s highly anticipated iPhone 17 series is finally starting to experience modest price reductions in retail markets. The initial wave of discounts suggests that broader price adjustments may be on the horizon as the Double 11 shopping festival approaches.
According to market observations, the best-selling 256GB variants of the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max have remained mostly unchanged in price since their launch. However, this week, Jetsun Communications became one of the first retailers to implement a markdown, offering a NT$1,510 discount on the iPhone 17 Pro Max 512GB model. The iPhone 17 Pro 256GB has also seen its first price drop of NT$510.
Despite the excitement, the overall price reduction across the iPhone 17 lineup remains relatively modest—averaging around 2%. Models with larger storage capacities are seeing slightly higher discounts, while Apple’s more budget-friendly iPhone Air has experienced a more significant 6% decrease, with prices falling by as much as NT$2,310.
Industry experts from JSC Communications predict that larger discounts may arrive in the coming weeks, particularly during the Double 11 shopping festival, when retailers typically offer aggressive promotions to attract customers. Additionally, the government’s 10,000-yuan universal subsidy, set to be distributed in November, is expected to further stimulate consumer spending and could trigger additional price cuts across Apple’s lineup.
For now, demand for the iPhone 17 series remains strong, with limited quantities available at discounted prices. However, consumers looking to maximize savings may benefit from waiting until November’s shopping season, when more substantial promotions are likely to appear.