Apple iPhone 17 to be unveiled on September 9, sales to start later

Apple will officially announce the iPhone 17 lineup, including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and iPhone 17 Air, at a presentation September 9, 2025 at 10:00 a.m. But for buyers, another question is more important – when the new smartphones will go on sale.

When iPhone 17 pre-orders start

Apple traditionally opens pre-orders on Friday of the same week as the unveiling. In 2025, that date falls on September 12. Users in the U.S. and other first-wave countries will be able to place orders starting that day.

Apple’s first wave of sales will begin on Friday of the same week as the unveiling.

The iPhone 17 release date in stores

Deliveries and retail sales, as per usual practice, begin a week after pre-orders start. In the case of the iPhone 17, that would be September 19, 2025.

• September 9 is the launch of the iPhone 17 lineup;
• September 12 – start of pre-orders;
• September 19 – start of sales in stores.