The pleasant woodland scene on the front left many islanders scratching their heads, as the cover image is always a local scene.
A stock image had been used instead.
Sure's acting chief marketing officer Mike Fawkner-Corbett said the mistake was realised too late to change it.
'The image of the woodland scene, which was used for the cover of the 2017 phonebook, was understood to be a local image when it was originally selected,' he said.
'However, shortly after the phonebook was finalised it was realised that unfortunately this was not the case.
'Sure is very proud to be a part of our island community and we understand the importance of showcasing our beautiful scenery and that the phonebook is a key platform for this and therefore we can assure customers that a local scene will be on the front cover of our 2018 phonebook.'
Islanders are being encouraged to get out and take pictures of the Bailiwick for use on next year's directory.
'We will be asking the public to send in photos of their favourite local locations and we'll put a selection to a public vote on social media,' Mr Fawkner-Corbett said.
'We'll make a donation to the Sure Community Foundation's chosen charity for every entry that we receive.
