It's 2 days after the iPhone 17 launch and UK mobile shops aren't bothered

It's not like it used to be.

Maybe it's because the pre-ordering is meant to start later on.

But... goodness me, I was surprised to find that not a single mobile phone shop belonging to a major network was talking about iPhone 17 (et al.) given the launch was just two days ago.

I'd walked past two major brands before I had the presence of mind to take some photos for you.

So here's what Vodafone's Liverpool Street (London) store is advertising:

That's right: The same as last week.

You can save £576 on an iPhone 16.

Or you might be interested in a Google Pixel 10 Pro.

What about the 3 store?

Nothing. They're focusing on home broadband, and £34 a month for an unlimited plan.

Not a sign of the new iPhone, or the iPhone Air. Or anything else new from Apple.

Quite fascinating.

The websites are all over it, of course. Every UK operator has the iPhone 17 countdown notice as the lead promotion. I'm surprised there wasn't even a poster rushed out on Wednesday morning to every store given the fact these stores are incredibly expensive (and valuable) sources of footfall traffic marketing.

Anyway. I'll need to have a think about which route I select for ordering.