iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max Launch Dates and Pre-Order Details
Apple to unveil iPhone 17 series in September. See dates for keynote, pre-orders, reviews and official release.
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Apple is preparing to unveil its next-generation smartphone lineup in September, introducing the iPhone 17 series alongside new wearables. The event is expected to showcase four iPhone models — iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a thinner variant informally called the iPhone 17 Air. The launch will run in parallel with updates to the Apple Watch lineup, including the Series 10, the larger-display Apple Watch Ultra 3, and possibly a refreshed Apple Watch SE and AirPods Pro 3.
Industry sources indicate Apple will confirm the launch details in a press announcement around 8 a.m. Pacific Time on Tuesday, August 26. The keynote itself is expected to take place roughly two weeks later at the Steve Jobs Theater in Cupertino, California. While September 9 is emerging as the most likely date, September 8 or 10 remain possible alternatives depending on scheduling factors.
Apple traditionally begins its keynote at 10 a.m. Pacific, 1 p.m. Eastern, and 6 p.m. UK time. By midday Pacific time on the event day, full specifications, model names, and pricing will be public.
If Apple follows previous patterns, pre-orders will open on Friday, September 12 at 5 a.m. Pacific, 8 a.m. Eastern, and 1 p.m. UK time. Customers may be able to select device configurations — such as model, color, and storage — the evening before and save them to their online Apple Store account for faster checkout when pre-orders begin.
Apple typically lifts the review embargo two to three days before launch. Analysts expect press reviews to be published on Tuesday, September 16 or Wednesday, September 17, with embargo lifts often set for 6 a.m. Pacific.
Retail availability is anticipated on Friday, September 19, starting 7 a.m. local time in each market. Apple may stagger the release of certain models if production timelines differ, as seen in previous years with new form factors.
The event is also likely to confirm the Apple Watch Series 10, Apple Watch Ultra 3 with its largest display to date, and possibly the third-generation Apple Watch SE. AirPods Pro 3 could also make an appearance.
