Huge demand pushes Apple’s newest handset to the top of UK sales charts

The iPhone 17 has surged to the top of UK Black Friday smartphone sales, driven by a wave of aggressive retail promotions and record-low contract prices. Retailers and mobile networks report that the device has outpaced rival Android models and even Apple’s own older handsets, becoming the most sought-after phone of the year’s biggest shopping weekend.

Early data from major UK carriers shows that the iPhone 17 has dominated new-customer sign-ups, fuelled by sharply reduced upfront costs and attractive monthly plans. Some networks offered the handset at prices typically reserved for mid-range devices, causing a rapid spike in demand. Retail staff in several cities have described queues forming for in-store upgrades.

SIM-free sales have also been strong, boosted by elevated trade-in values on older iPhones. Shoppers upgrading from devices released between 2025 and 2026 have been able to cut their overall costs significantly. Retail analysts say these enhanced trade-in schemes have been instrumental in helping the iPhone 17 outperform competitors during the weekend.

The Pro and Pro Max versions, though less discounted, have played a key role in the handset’s overall success. Networks have bundled them with generous data allowances, reduced monthly fees and additional services. These plans have appealed to buyers looking for top-tier performance without committing to high upfront payments.

Meanwhile, older iPhones such as the iPhone 16 and iPhone 15 have seen substantial markdowns, but neither has matched the sales momentum of the new model. Their reduced pricing has still helped boost Apple’s overall market share during the Black Friday period, offering alternatives for customers seeking more affordable upgrades.

Market observers suggest that a combination of strong brand loyalty, improved camera performance and longer software support has cemented the iPhone 17 as a standout choice this season. The device’s balance of price and performance under current offers has resonated strongly with both new and returning Apple users.

Retailers have reported sustained online traffic throughout the week, with the iPhone 17 frequently topping “most viewed” and “most purchased” charts. Some retailers have already warned that certain colour and storage variants may run short as Black Friday demand intensifies. Limited stock alerts have further accelerated buying behaviour.

Trade-in programmes have also seen record participation, with many customers securing sizeable reductions against the cost of newer models. This has made the iPhone 17 particularly attractive for those upgrading from older handsets. For many shoppers, the combined savings have pushed the device into an irresistible price range.

Tech analysts say the iPhone 17’s performance this Black Friday represents one of Apple’s strongest UK sales surges in recent years. Competitive contract offers, favourable trade-ins and broad retailer participation have all contributed to its success. Industry sources expect momentum to continue into the holiday season.

With Black Friday continuing to roll out more offers, consumers are being advised to monitor stock levels and compare deals across networks. As one of the fastest-selling phones in the UK this year, the iPhone 17’s availability may fluctuate rapidly. For now, its position as the country’s top Black Friday smartphone appears firmly secured.