EE launches iPhone 17 lineup with new 5G features

EE unveils a broad Apple device lineup with flexible plans and stronger 5G features.

EE Lines Up iPhone 17 Series and Apple Watch Family

EE has unveiled a broad Apple product lineup including the iPhone 17 range, Apple Watch Series 11, Apple Watch SE 3, Apple Watch Ultra 3 and AirPods Pro 3. Pre-orders begin Friday, September 12, with devices available from Friday, September 19. The rollout also highlights 5G standalone support across the new devices, aiming for faster, more reliable connections.

EE adds features like Network Boost to improve performance in crowded areas, inclusive unlimited watch data, and bundled extras such as Apple One, Netflix, Xbox Game Pass Ultimate and TNT Sport. Roam Abroad lets customers use calls, texts and data in the EU at no extra cost, while Full Works plans extend to additional countries. The company also promotes EE Flex Pay, including an option for Early Upgrade 12 months into a 36 month term, and easy activation through EE eSIM. A bundle with EE Broadband can reduce overall costs for households with two SIMs, and the extended warranty offers additional protection for device owners.

This move positions EE to deepen loyalty by tying customers to Apple devices and a broader ecosystem. The emphasis on 5G standalone and a flexible pricing mix suggests telecoms are prioritizing reliability and ease of upgrade over short term sales. The inclusion of streaming and gaming perks signals a shift toward bundled value, not just hardware.

However, the pricing strategy raises questions about total cost of ownership for households and potential debt from long commitments. The mix of services could complicate budgeting for some customers and invite regulatory scrutiny if perceived as pressuring purchases through attractive but long lasting plans. Competition will monitor how these bundles affect churn and how they balance value with price.

Highlights

The response from shoppers will reveal whether this bundle changes daily device habits or simply adds another option in a crowded market.