Retailers are slashing prices on several top-tier devices, with Xiaomi leading the charge. The 17T and 17T Pro are discounted by £150 and £200 respectively. Even the premium 17 Ultra, which uses a Leica-tuned camera system and the Snapdragon 8 Elite Gen 5 chipset, now costs up to £200 less than its original price.

Samsung is also discounting its foldable lineup via Amazon UK. The Galaxy Z Fold7 is currently £200 off, offering users an 8-inch folding display and a 200MP primary camera. Other Samsung deals include the Galaxy S25 FE and the Z Flip7 FE, the latter of which uses an Exynos 2400 SoC to lower the entry price.

Google and Nothing are joining the price war to move inventory. The Pixel 10 Pro sees a £250 discount, while the budget-friendly Pixel 10a is £120 off. Nothing is offering smaller cuts, taking £100 off the Phone (3) and £20 off the Phone (4a), which runs on a Snapdragon 7s Gen 4 chip.

These widespread price drops across multiple brands suggest a highly competitive market for high-end silicon. Consumers can now access the latest Snapdragon 8 Elite and Tensor G5 chips for significantly less than launch costs. This trend makes premium hardware more accessible to a wider range of buyers.