Apple iPhone 17 and 17 Pro Release Date: Everything You Need to Know

Apple Gears Up to Launch iPhone 17 Series and More: Key Dates, Pre-Order Info, and What to Expect

Apple is preparing to launch its next-generation smartphones this September, and fans of the tech giant can expect an exciting lineup. Among the devices set to be unveiled are the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a brand-new, ultra-slim model rumored to be called the iPhone 17 Air. The launch is shaping up to be one of the most anticipated in recent years, especially with the introduction of a sleek new design.

What to Expect Ahead of Launch

Apple’s official product keynote event is expected to take place on Tuesday, August 26, 2025, at around 8:00 a.m. Pacific Time (PT). During this livestreamed event, the company is expected to formally announce the full iPhone 17 lineup, alongside the Apple Watch Series 10, Apple Watch Ultra 3 (which is rumored to feature the largest display ever on an Apple Watch), and possibly the Apple Watch SE (3rd generation) and AirPods Pro 3.

Pre-Orders: Dates and How to Get Ahead

Based on Apple’s well-established release schedule, pre-orders for the iPhone 17 series are likely to open on the Friday following the keynote, which falls on September 12, 2025. If Apple sticks to tradition, the pre-order window will begin at 5:00 a.m. PT (8:00 a.m. ET / 1:00 p.m. UK time).

Apple often allows customers to “prepare” their pre-orders the night before. This means you may be able to select your preferred model, color, and storage option, and save it to your Apple Store shopping bag, so that when pre-orders open, checking out is quicker and smoother. This feature can help eager buyers secure their devices before initial stock runs out.

Staggered Release Dates?

It’s worth noting that not all iPhone models are always released on the same day, even though they may be announced together. In previous years, Apple has staggered release dates for different models — especially when new form factors or display technologies are involved.

For example:

In 2018, the iPhone Xs and iPhone Xs Max launched on the same day, while the more affordable iPhone XR — with its colorful design and new “Liquid Retina” LCD — was released later.

In 2020, the iPhone 12 and iPhone 12 Pro were released first, while the iPhone 12 mini and iPhone 12 Pro Max followed a few weeks afterward. Still, all four models were introduced at the same event.

This means it’s possible that the all-new iPhone 17 Air could see a slightly delayed release date, even if it’s announced alongside the rest of the lineup.

When Will iPhone 17 Reviews Be Published?

Ahead of the official release, Apple typically sends review units to selected media outlets and tech journalists under strict embargo. The embargo usually lifts a few days before the public release, giving consumers a chance to read/watch in-depth reviews before making a purchase decision.

For the iPhone 17 lineup, we expect reviews to be published on either Tuesday, September 16 or Wednesday, September 17, depending on Apple’s internal schedule. The embargo typically lifts at 6:00 a.m. PT (9:00 a.m. ET / 2:00 p.m. UK time).

Official Release Date

The iPhone 17 and its accompanying models are expected to become available in stores and ship to customers starting Friday, September 19, 2025. Apple traditionally launches new iPhones on the Friday of the week following the keynote. Sales usually begin at 7:00 a.m. local time at Apple Stores worldwide.