The anticipation is building! As September draws near, the world is buzzing with excitement over Apple’s next big reveal. The iPhone 17 series is coming, and with it, a new era of mobile technology. From a brand-new super-slim “iPhone 17 Air” to the powerful iPhone 17 Pro Max, there’s a lot to get ready for. This is your ultimate guide, a minute-by-minute countdown to the launch, pre-orders, and reviews. We’ve compiled the latest rumors and confirmed leaks to give you the most accurate timeline, helping you get ahead of the game and secure your new device as soon as possible.
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When is the iPhone 17 event and what will be announced?
Based on a confluence of leaks from German carriers and reputable Apple analysts, the highly anticipated keynote event is projected to take place on Tuesday, September 9, 2025. This date aligns perfectly with Apple’s historical pattern of unveiling new iPhones in the second week of September. The event is expected to begin at 10 a.m. Pacific Time (1 p.m. Eastern, 6 p.m. U.K. time) at the Steve Jobs Theater in Cupertino. The focus will be on the entire iPhone 17 lineup: the standard iPhone 17, the iPhone 17 Pro, the iPhone 17 Pro Max, and the exciting new, ultra-thin iPhone 17 Air. We also expect to see the new Apple Watch Series 10, the Apple Watch Ultra 3, and possibly the next generation of AirPods Pro.
What makes the iPhone 17 Air so special?
The “iPhone 17 Air” is rumored to be the biggest design change since the iPhone X. Reports suggest it will replace the “Plus” model and be the thinnest iPhone ever, potentially measuring just 5.5mm thick. While its sleek design may come with some trade-offs like a smaller battery, it’s also expected to have a 6.6-inch display, slotting perfectly between the Pro and Pro Max models. The iPhone 17 Air is positioned to appeal to users who prioritize a lightweight, stylish device without sacrificing a large screen.
How can you pre-order the iPhone 17 and beat the rush?
Following the keynote, the pre-order window is expected to open on Friday, September 12, 2025. This is a crucial date for anyone looking to be among the first to own the new devices. Pre-orders typically go live at 5 a.m. Pacific (8 a.m. Eastern, 1 p.m. U.K. time). It’s a mad dash, especially for the high-demand Pro Max models. Pro tip: prepare in advance! Log into your Apple account, ensure your payment and shipping information is up-to-date, and have the model, color, and storage size you want pre-selected. You can also check for special deals and financing options from a wide range of retailers.
In the USA, popular options include major electronics retailers like Best Buy and department stores like Walmart, which often offer competitive pricing and trade-in deals. Of course, you can also purchase directly from Apple’s official online store or in person at an Apple Store. Wireless carriers like Verizon, T-Mobile, and AT&T are also key players for pre-orders, especially if you’re looking to upgrade with a new plan.
For those in the UK, you can pre-order from a number of places beyond Apple’s own store. Look out for the iPhone 17 at major electronics outlets like Currys, as well as online retailers and networks. Carphone Warehouse, Sky Mobile, and O2 are also strong contenders for securing your device early.
And in Australia, retailers such as JB Hi-Fi and Harvey Norman will be among the first to offer the new models. Don’t forget to check with major carriers like Vodafone Australia, Telstra, and Optus for their specific pre-order incentives. No matter where you are, it’s wise to explore both online and in-store options as availability and promotions can vary.
Pre-Order Details: Beat the Rush
Pre-orders are expected to open on Friday, September 12, 2025, at 5 a.m. Pacific (8 a.m. Eastern, 1 p.m. U.K. time). High-demand models like the iPhone 17 Pro Max and Air may sell out quickly, so preparation is key. Here’s how to get ready:
- Set Up Your Account: Log into your Apple account and update payment and shipping details. Use the Apple Store app to pre-select your preferred model, color, and storage.
- Check Carrier Deals: Many retailers and carriers offer trade-in programs or financing options. Research promotions early.
- Act Fast: Pre-orders are first-come, first-served. Set an alarm for 5 a.m. PT to secure your device.
- Explore Retailers: Beyond Apple, multiple retailers offer pre-orders with unique incentives.
Retailers for Pre-Orders
Here’s an extensive list of retailers where you can pre-order the iPhone 17 series:
United States
- Apple: The official store with financing via Apple Card and trade-in options.
- Best Buy: A major electronics retailer offering competitive pricing, trade-in deals, and Geek Squad support.
- Walmart: Known for budget-friendly deals and convenient in-store pickup options.
- Amazon: Provides fast shipping for Prime members, often with exclusive discounts on new tech.
- Target: Offers gift card bonuses with pre-orders and RedCard discounts.
- Costco: A membership-only warehouse with exclusive deals and extended warranties.
- Sam’s Club: Another bulk retailer with trade-in offers for members.
- Verizon, AT&T, and T-Mobile: Major wireless carriers with a variety of plans and upgrade discounts.
United Kingdom
- Apple UK: The official source for pre-orders, financing, and trade-ins.
- Currys: A leading electronics retailer with a wide selection and price matching.
- Argos: Offers fast delivery and their popular Click & Collect service.
- John Lewis: Known for exceptional customer service and extended warranties.
- Very: Provides flexible financing plans and attractive bundle deals.
- Amazon UK: A go-to for competitive pricing and quick delivery with Prime.
- Carphone Warehouse: A leading mobile phone retailer offering a wide range of carrier deals and trade-ins.
- O2, EE, Vodafone UK, and Sky Mobile: The top mobile networks, offering a range of 5G plans and device discounts.
Australia
- Apple Australia: The official store for pre-orders and trade-in options.
- JB Hi-Fi: A popular electronics retailer known for great deals and gift card bonuses.
- Harvey Norman: Offers both in-store and online pre-orders with financing options.
- The Good Guys: Competitive pricing and often has bundle offers.
- Officeworks: Provides price matching and fast delivery.
- Amazon Australia: Prime shipping and discounts.
- Telstra, Optus, and Vodafone Australia: Key mobile carriers with a variety of plans and pre-order incentives.
Canada
- Apple Canada: Official store with trade-in and financing programs.
- Best Buy Canada: Known for trade-in deals and price matching.
- Walmart Canada: Offers budget-friendly options for the new iPhone lineup.
- Amazon Canada: Fast shipping for Prime members.
- The Source: A national retailer that also offers carrier deals and a wide selection of accessories.
- Bell, Rogers, and Telus: The top Canadian carriers for pre-orders and upgrade programs.
Other Regions
- India: Flipkart, Amazon India, Vijay Sales, Reliance Digital.
- Germany: MediaMarkt, Saturn.
- France: FNAC, Darty.
- Japan: Bic Camera, Yodobashi.
- UAE: Sharaf DG, Jumbo Electronics.
Check each retailer’s website closer to September 12 for specific pre-order pages, as they typically activate at the same time as Apple’s. Many offer trade-in programs, financing, or exclusive bonuses like gift cards or accessories.
How can you pre-order the iPhone 17 and beat the rush?
Following the keynote, the pre-order window is expected to open on Friday, September 12, 2025. This is a crucial date for anyone looking to be among the first to own the new devices. Pre-orders typically go live at 5 a.m. Pacific (8 a.m. Eastern, 1 p.m. U.K. time). It’s a mad dash, especially for the high-demand Pro Max models. Pro tip: prepare in advance! Log into your Apple account, ensure your payment and shipping information is up-to-date, and have the model, color, and storage size you want pre-selected. Some sources even suggest an “advance selection” process may open the night before, allowing you to get your order ready for a faster checkout.
When can I expect my new iPhone to arrive?
The official retail launch and shipping day is predicted for Friday, September 19, 2025. This is when the phones will be available in Apple Stores and at other retailers, and when those who pre-ordered will start to receive their devices. The review embargo is also expected to lift a few days before this date, likely around September 16th or 17th, so you can read up on the full details before your phone arrives. While the release is typically staggered across different regions, major markets like the U.S., U.K., and Germany are almost always in the first wave.
What about the new Apple Watch and AirPods?
The new Apple Watch Series 10 and Apple Watch Ultra 3 are also expected to follow a similar timeline. The keynote will reveal all the details, and pre-orders will likely go live alongside the iPhones on September 12th. The Apple Watch Series 10 is rumored to be thinner with a larger display, while the Apple Watch Ultra 3 could feature an even bigger screen and new health sensors like blood pressure monitoring. The new AirPods Pro 3 are also a possibility, rumored to offer a better chip and improved audio performance. Don’t miss out on these exciting new products for the Apple ecosystem!
Ready to upgrade your device? The countdown is on! Make sure to bookmark this page and stay tuned for the latest updates. What are you most excited about for the iPhone 17? Let us know in the comments below!