Apple iPhone 17 hits UK shelves as giffgaff unveils £23 deal to rival Sky and Three

Apple fans can finally get their hands on the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and iPhone Air as stock launches here in the UK

iPhone 17 launch day is here, with Apple’s latest smartphone series finally hitting the shelves. Each model of the new range is now available to buy in-store and online, including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and iPhone Air.

It comes as giffgaff unveils its iPhone 17 prices, with monthly contracts starting at £23.17 for the standard model or £29 for the ultra-slim iPhone Air. Every variant has a £25 upfront cost, but there are some big savings up for grabs when trading in an old device, with models such as the iPhone 16 offering £345 back.

It’s worth noting that the prices quoted cover the phone itself, but giffgaff has slashed its £25 unlimited data plan to £15 to celebrate the new Apple launch. This is equal to 50p per day, which means customers would pay £38.17 per month if pairing the iPhone 17 256GB with an unlimited plan.

There are cheaper options for those requiring less data, with the iPhone 17 256GB and 15GB of data costing £33.17. Each plan also includes 5GB to use when roaming in the EU and select destinations.

More options include:

This means giffgaff is a more affordable option compared to rivals such as Sky Mobile, where the iPhone 17 and 10GB comes in at £35. It also rivals Three, where the iPhone 17 and 15GB costs £46.98 per month and £40 upfront.

Customers should note that, while the data plan comes on an 18-month contract, the phone itself is on a 36-month contract. Plus, bear in mind that giffgaff is powered by the O2 network, so customers should check their coverage before making a commitment.

While giffgaff also offers the phone outright for £859, prices are actually cheaper at other major retailers. They’re usually the same across the board, whether buying from Amazon or Apple, with the iPhone 17 256GB coming in at £799 at both retailers.

Earlier this month, Technology Editor Dave Snelling sampled the iPhone 17 at Apple’s California headquarters. He got his hands on Apple’s thinnest ever smartphone, the iPhone Air, and while saying it has ‘the wow factor’, he believes there’s a better option this year.

“The iPhone Air has grabbed all the headlines this week, and that’s hardly surprising. Having had it in my hands at Apple’s HQ in Cupertino, it really has the wow factor.

“Along with a wafer-thin design, the Air is supremely powerful thanks to the A19 Pro chip, and it’s made of very tough stuff thanks to its Titanium design. There’s sure to be a lot of excitement when it arrives in stores, but I think there’s something even better from Apple this year.

“The standard iPhone 17 may have been eclipsed by the Air, but this is now a feature-packed device that fixes many of the gripes I’ve had with previous Apple smartphones. It finally gets a ProMotion 120Hz screen for speedy scrolling (something only available on Pro models before), there’s a better front and rear camera system, it has faster charging and a more robust design that is covered in the latest Ceramic Shield Glass 2.

“There’s now 256GB of storage as standard – double the amount in the entry-level iPhone 16 – and it has the improved A19 processor inside. You get all this for £799 – that’s £200 less than the Air.

“Yes, the iPhone Air will get everyone talking when you pull it from your pocket, but if you want a solid smartphone at a reasonable price, my money is firmly on the iPhone 17.”