Apple has officially opened pre-orders for its new iPhone 17 series, setting the stage for the global launch on September 19. The lineup includes four models — iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max — each offering upgrades in performance, design, and display technology.
The standard iPhone 17 is powered by the new A19 chip, while the Air, Pro, and Pro Max variants feature the more advanced A19 Pro processor. Across the lineup, Apple has added ProMotion displays for smoother visuals and a 48-megapixel Fusion Wide camera, a step up in photography capabilities for everyday users.
Pre-orders began on September 12 at 8 AM ET. Customers can book devices through Apple’s website, the Apple Store app, and major carriers and retailers across markets including the U.S., UK, and Canada. Apple has also introduced a “Get Ready” option, allowing buyers to set up their order preferences in advance for quicker checkout.
Pricing varies across models and storage options. The iPhone 17 starts at $799 for the 256 GB version. The iPhone 17 Air begins at $999, with higher tiers going up to 1 TB. The iPhone 17 Pro starts at $1,099, while the Pro Max is priced from $1,199, reaching $1,999 for the top 2 TB model.
Color choices are another highlight of the launch. The iPhone 17 will be available in Lavender, Sage, Mist Blue, White, and Black. The Air variant comes in Sky Blue, Light Gold, Cloud White, and Space Black. The Pro and Pro Max will ship in Silver, Cosmic Orange, and Deep Blue.
Apple expects high demand for the premium models, particularly the Pro Max, which offers the largest storage option yet. Retailers are also offering trade-in and financing options to make upgrades more accessible.
With deliveries scheduled to begin September 19, Apple is once again aiming to capture early festive demand across global markets. Industry watchers expect the iPhone 17 series to build on the success of last year’s release, combining incremental innovation with a broader range of price points.