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.

While last quarter's overall iPhone sales came in below expectations, Apple CEO Tim Cook said Thursday that iPhone 16 sales are outperforming the prior year in countries where its Apple Intelligence features have launched.

Apple's latest iPhones are flying off the shelves in some markets, and not in others. Apple CEO Tim Cook says this all comes down to where Apple Intelligence is available, and where it isn't.