The latest reduction brings the model's total price cut to VND1.2 million since its launch in late 2025.

Retailers said the latest discounts stem from their own promotional campaigns, while Apple has kept the 17's official price unchanged since its Vietnam launch.

Nguyen Nhu Thanh, deputy director of Apple products at FPT Shop, told Dan Tri newspaper that the 17 remains one of the retailer's key products, accounting for about 18% of 17 series sales and 13% of total iPhone sales.

Van Thi Ngoc Yen, deputy director of product categories at Di Dong Viet, said the retailer's 17 sales have more than doubled those of the 16 during the same period after launch.

The 17 was the world's best-selling smartphone in the first quarter of 2026, capturing 6% of global unit sales, according to Counterpoint Research's Global Handset Model Sales Tracker report published in May.

Customers buy iPhone 17 models in Vietnam. Photo by VnExpress/Quang Dong

Counterpoint senior analyst Harshit Rastogi said the model's success was driven by upgrades including larger base storage, improved camera resolution and a higher display refresh rate, bringing it closer to Apple's Pro models while offering better value to a broader range of consumers.

The device recorded double-digit year-on-year growth in key markets including China and the U.S., while sales in South Korea tripled during the quarter, Counterpoint said.

The 17 lineup, which includes the base model 17, 17 Pro, 17 Pro Max, budget-friendly 17e and ultra-thin iPhone Air, has become Apple's best-selling iPhone series ever, Apple Chief Financial Officer Kevan Parekh previously told the Financial Times.