On September 9, Apple will follow its traditional playbook: reveal new flagships and quietly retire everything that could cannibalize their sales. This time, ten devices are set to be discontinued at once, including several models worth buying right now while they are still in stock or available with decent discounts.
What is Disappearing
According to 9to5Mac, Apple will officially pull the following items from sale in the near future:
- iPhone 17 Pro and iPhone 17 Pro Max
- iPhone 16 and iPhone 16 Plus
- Apple Watch Series 11
- Apple Watch Ultra 3
- AirPods 4
- Apple TV 4K (3rd generation)
- HomePod mini (1st generation)
- HomePod (2nd generation)
Apple’s strategy is straightforward: last year’s flagships should not undercut new releases. As soon as the iPhone 18 Pro, iPhone 18 Pro Max, and the foldable iPhone Ultra take center stage, their predecessors will be retired. The standard iPhone 17 will remain available, though price drops are unlikely given rising memory component costs worldwide.
Regional Market Dynamics: US, UK, and EU
In the US market ($), discontinued models vanish instantly from the official Apple Store, though Certified Refurbished sections and major retailers like Best Buy or Target offer substantial discounts alongside official warranties. In the UK (£) and EU countries (€), consumer protection laws, mandatory two-year warranties, and included VAT shift the dynamic. Authorized resellers like Currys in the UK or MediaMarkt and Amazon in Europe often maintain inventory of older Pro models longer, but maintain fixed retail pricing without steep markdowns.
Should You Buy Now?
Your timing depends on what you plan to purchase.
iPhone 17 Pro / Pro Max. This is a clear example of Apple pulling nearly new hardware after just one year on the market. If you want a Pro-tier device without paying day-one flagship prices, this is likely your last opportunity to buy an iPhone 17 Pro directly from Apple at MSRP ($999 / £999 / €1199 depending on the region) before supply shifts to third-party resellers or used markets.
Apple Watch Ultra 3 and AirPods 4. If you have been eyeing these specific models, placing an order before September 9 makes sense. Once removed from official sales, finding new inventory at reasonable prices in the US and Europe becomes significantly harder, while secondary market prices tend to hold or rise rather than drop.
HomePod and Apple TV 4K. These represent the lowest urgency on the list. Home hardware refreshes move slowly, and retail partners like Best Buy, Currys, or MediaMarkt typically hold inventory at existing price points well after official discontinuation.
The Standard iPhone 17 Factor
Unlike the Pro models, the base iPhone 17 will stay in the lineup. In previous cycles, Apple reduced prices on preceding base models after launching new generations. This year, however, sharp price increases for memory modules (NAND and DRAM) across global supply chains mean manufacturers are more likely to raise prices than cut them. This applies across all major markets — USD in the US, GBP in the UK, and EUR in Europe. Consequently, both the iPhone 16 and iPhone 17 could see price increases rather than customary markdowns, a factor to keep in mind if you plan to hold off.
Key Takeaways Before September 9
Act quickly on the iPhone 17 Pro/Pro Max, Apple Watch Ultra 3, and AirPods 4 if you need them new.
Waiting on the iPhone 16 is safe, as it will likely remain in production longer than standard cycles.
Do not expect post-event price drops on the base iPhone 17 due to global memory component cost increases.
HomePod and Apple TV 4K purchases remain low priority, as retailer stock will persist long after discontinuation.
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