One of the men distracted the assistant at the O2 store on Bakers Lane while the other took three iPhone 5 models from the display at around 10.25am on December 12.
Police say the pair are aged between 25 to 30 years old, with a dark complexion. One of them is 6ft tall, stocky build, with a close shaved beard, short black hair, wearing dark blue jeans, and dark coloured boots or shoes, while the other is 5ft 8in to 5ft 10in tall, slim to medium build, with short black hair and slight stubble on his face. He was wearing a dark blue jacket, chequered shirt, faded jeans and black shoes.
A Staffordshire Police spokesperson said men matching the descriptions are also believed to have stolen phones from shops in Stoke and Stafford.
Anyone with any information, or recognises the men captured on CCTV, is asked to contact Staffordshire Police on 101, quoting incident number 216 of December 12. Alternatively they can contact independent charity Crimestoppers, anonymously, on 0800 555 111.