Apple is preparing to launch its highly anticipated iPhone 17 series on Tuesday, September 9, 2025. The event, branded "Awe Dropping," will be held at the Steve Jobs Theater in Cupertino, California, starting at 10:00 a.m. PT. The unveiling will be accessible globally through a live stream on Apple's official website, Apple TV, and YouTube.
The upcoming iPhone 17 lineup is expected to feature four models: the standard iPhone 17, the ultra-thin iPhone 17 Air, and the premium iPhone 17 Pro and iPhone 17 Pro Max. Following the announcement, pre-orders are anticipated to begin on Friday, September 12, with the devices officially going on sale on Friday, September 19.
The iPhone 17 Air is generating significant buzz, with projections indicating it could be Apple's thinnest iPhone ever, measuring between 5.5 and 5.6 millimeters in thickness. This model is rumored to sport a 6.6-inch OLED display with a 120 Hz refresh rate, a 48 MP rear camera, and the new A19 chip. There is also speculation that the iPhone 17 Air might be the first iPhone to integrate Apple's proprietary 5G modem.
For the higher-end iPhone 17 Pro and Pro Max models, expectations include the A19 Pro chip, enhanced 48 MP rear cameras, a 24 MP front-facing camera, and advanced thermal management systems, potentially including vapor chamber cooling. The Pro Max variant may also feature a substantial 5,000 mAh battery.
In the United Kingdom, consumer interest in the new iPhone appears somewhat subdued. A recent survey of over 2,000 UK residents revealed that nearly two-thirds (64%) would not be inclined to purchase the iPhone 17 at its initial release, with a significant 82% of respondents believing new smartphones have become too expensive. This sentiment, coupled with a trend towards extending the lifespan of current devices, suggests the iPhone 17 series might face initial sales challenges.