The wait is finally over. After a year of rumours, Apple has, at long last, pulled back the curtain on the iPhone 17, iPhone 17 Pro and iPhone 17 Pro Max. But it’s also launched an all-new iPhone Air, an ultra-slim model that replaces the Plus line and takes aim at Samsung’s Galaxy S25 Edge.
This is one of the biggest shake-ups to the iPhone in years. The new iPhone Air is Apple’s thinnest phone ever at just 5.6mm thick, making it roughly a third slimmer than last year’s iPhone 16 Pro. The tech giant’s had to make some compromises, however: the Air launches with just one single 48MP rear camera and a smaller battery, though Apple still claims it can deliver “all-day battery life”. Still, it comes with a large 6.5in Super Retina XDR display with ProMotion, Ceramic Shield 2 on the front and back, and Apple’s latest A19 Pro chip for faster performance. It comes in four colours: space black, cloud white, light gold and sky blue.
As for the iPhone 17 Pro? The Pro models boast a new redesign, featuring a chunky horizontal camera bar on the back that resembles Google’s Pixel devices, and Apple’s new A19 Pro chip inside. They gain three 48MP cameras, including a new telephoto with up to 8x optical zoom, plus an upgraded 18MP selfie camera. The Pro Max also lasts up to 39 hours on a single charge. The Pro models come in three colours: cosmic orange, deep blue and silver.
The standard iPhone 17 instead focuses on display and camera upgrades, with a bigger and brighter 6.3in screen with ProMotion for the first time, Ceramic Shield 2 and the A19 chip. It includes a 48MP camera, a new 48MP ultra wide lens and the same selfie camera seen on the Air. It comes in black, lavender, mist blue, sage and white.
Alongside the new iPhones, Apple also revealed the AirPods Pro 3, Apple Watch Ultra 3, Apple Watch Series 11 and Apple Watch SE 3. The smartphones launch on Friday 19 September, with pre-orders opening on 12 September. Customers can even pre-configure their chosen iPhone 17 ahead of time to speed through checkout when orders go live. These are our predictions on the best iPhone 17 pre-order deals.
When can you pre-order the iPhone 17, iPhone Air and iPhone 17 Pro in the UK?
The iPhone 17, iPhone Air, iPhone 17 Pro and iPhone 17 Pro Max will all be available to pre-order in the UK from 1pm BST on Friday 12 September. You’ll be able to pre-order directly from Apple, but other retailers, including Amazon, Currys and mobile carriers, such as Vodafone and EE, will also jump in with their own pre-orders and contract deals on the same day.
You can already pre-configure your chosen iPhone 17, including the model, colour, storage size, trade-in and AppleCare options. Payment details can be added on Apple’s website, too. Apple will save everything, so when pre-orders open on 12 September, all you need to do is check it’s correct and click buy, skipping the usual hubbub on pre-order day.
Apple iPhone 17 price: How much does the iPhone 17, iPhone Air and iPhone 17 Pro cost in the UK?
While rumours ahead of the iPhone 17 launch suggested a £50 price hike across the entire line-up, Apple has mostly kept the prices the same. The iPhone 17 and iPhone 17 Pro Max launch at the same starting price as last year’s models. The iPhone 17 Pro is £50 more expensive, however, but that’s only because Apple scrapped the 128GB model. The base iPhone 17 Pro now starts at 256GB, which matches the iPhone 16 Pro’s 256GB price.
The iPhone Air is the exception. Starting at £999, it costs significantly more than the old iPhone 16 Plus, but Apple is pitching it as a Pro-level phone in an ultra-thin body, rather than an iPhone 16 Plus replacement.
The iPhone 17 comes in black, lavender, mist blue, sage and white, and it starts from £799 for the 256GB model. A 512GB option is also available. Apple has got rid of the 128GB version.
The iPhone Air comes in space black, cloud white, light gold and sky blue. It starts from £999 for 256GB, with a 512GB and 1TB model also available.
The iPhone 17 Pro and Pro Max come in cosmic orange, deep blue and silver (yes, only three colours and no black). The Pro starts from £1,099 for the 256GB model, and there’s also a 512GB and 1TB model. The Pro Max starts from £1,199 for the 256GB model, with 512GB, 1TB and a new 2TB option at the very top.
What iPhone 17 pre-order deals could we see this year?
Phone carriers won’t be revealing their pre-order deals until Friday, but turning back the clock to the iPhone 16 launch could provide some clues as to what iPhone 17 deals we could see. With the iPhone 17 and iPhone 17 Pro costing the same (or slightly more in the Pro’s case) as the iPhone 16 in the UK, we don’t expect carrier deals to differ too heavily. The only unknown is the iPhone Air, which might see similar pricing to the iPhone 16 Pro.
At launch, Sky Mobile had the most competitive prices across the iPhone 16 range. The iPhone 16 Pro Max started from £39 per month on a 36-month plan, with no up-front cost and a £5 data add-on. If the £50 price hike lands, expect Sky’s iPhone 17 Pro Max plan to creep closer to £41–£42 per month, with Sky’s usual extras such as rolled-over data and free streaming on Sky apps.
Mobiles.co.uk, owned by Currys, offered some of the best contracts on the Pro models last year, with 100GB of data for £39.99 per month and a £169 up-front fee. A similar iPhone 17 Pro deal could cost around £41–£42 per month, unless the retailer chooses to keep the monthly price the same and adjust the up-front fee instead.
For the base iPhone 17, Sky’s £26 per month, plus £5 for data, is the lowest possible price we expect to see again. If you’re buying outright, trade-in deals can save you plenty of cash. Apple offered up to £645 off with a recent device last year, and Amazon’s programme went up to £599, which should help offset any price hikes.
Apple has also unveiled the AirPods Pro 3 – here’s how you can pre-order the new earbuds
