The iPhone 16 Pro Max is on sale again. (Photo by Nic COURY / AFP) (Photo by NIC COURY/AFP via Getty ... [+] Images)AFP via Getty ImagesAmazon has once again dropped the price of the rarely discounted iPhone 16 range.The deal applies to U.K. shoppers, with U.S. iPhone 16 prices resolutely remaining at full price at most major retailers. British shoppers can today pick up a small discount, between 4% and 6%, on the entire iPhone 16 range. The discount applies to all colors and storage options, with cases included as part of the deal.Apple iPhone 16 128GB, 50 ($62.15) off, down to 749 ($931) (6% discount)Apple iPhone 16 Plus 128GB, 50 off ($62.15), down to 859 ($1,076) (6% discount)Apple iPhone 16 Pro 128GB, 50 off ($62.15), down to 1,049 ($1,303) (5% discount)Apple iPhone 16 Pro Max 128GB, 50 off ($62.15), down to 1,149 ($1,428) (4% discount)Amazon UK does not currently offer an option to trade in your smartphone, unlike the U.S. arm of the retailer. Considering Amazons poor trade-in pricing, that isnt a huge loss.Across other retailers in the U.S., such as Best Buy and Walmart, the price of the iPhone 16 range appears to be unshakableeven in face of Samsungs new Galaxy S25 deals. The best you will find is enhanced trade-in prices at Best Buy if you also sign up for a carrier contract.This is simply the reality of Apple tech, it is rarely discounted. The upside to this is that iPhones have maintained their value in the long term, while their Android rivals depreciate rapidly on the secondary market. That is still true, but according to data from Compare and Recycle, newer iPhone models are losing value faster than before. For example, the iPhone 15 series lost 55% of its value in the first year, which is the most ever recorded for a one-year-old iPhone.Despite the drop in second-hand pricing, the iPhone 15 Pro and Pro Max may be the better option for deal hunters. That us down to their cratering retail price and the fact that they can run Apple Intelligence (the base and Plus models cant). Apple will also provide software support for last years flagship for at least five more years.It might be difficult to find new and unused iPhone 15 Pro units being sold at major retailers, most appear to be refurbished models. Buying a second-hand phone will be cheaper on sites like eBay and Swappa than at Best Buy or Walmart, but its harder to gauge the state of the device, and you wont know how depleted the battery is until you can check the battery's health after it is purchased. Refurbished units from shops offer more peace of mind, but you will pay for that.