5 Minutes
Apple confirms global rollout: pre-orders and shipping dates
Apple has officially unveiled the iPhone 17 family. Pre-orders for all four models open in the first wave of 63 countries on Friday, September 12, with deliveries starting September 19. A second wave of 22 countries will receive the devices beginning September 26. Major launch markets include the US, UK, Germany, Australia, Canada, China, France, India, and South Korea.
What’s new across the lineup: display, storage and performance
The headline change for this generation is the narrowing of the gap between the base iPhone and the Pro models. The standard iPhone 17 now adopts many flagship display innovations: ProRes video support, a 120Hz ProMotion refresh rate, Always-On display functionality, and a less reflective panel. Equally notable, the iPhone 17 now starts at 256 GB of internal storage — the same base capacity Apple provides for the iPhone Air and the Pro models.
The new iPhone Air replaces the iPhone 16 Plus nameplate but brings more than a label change. It gains ProMotion, a more premium chassis, and a Pro-class chipset, positioning the Air as a higher-tier model. That upgrade carries an approximate $100 / €100 / £100 price increase in many markets, but buyers get double the storage at the entry-level, which helps offset the hike.
Price positioning: local pricing highlights
Apple has kept list prices consistent across several key markets even as base storage grows. Here are the launch prices for the baseline 256 GB models and the Pro variants in major regions:
Official starting prices by market
- United States: iPhone 17 USD 799, iPhone Air USD 999, iPhone 17 Pro USD 1,099, iPhone 17 Pro Max USD 1,199.
- Germany: iPhone 17 EUR 949, iPhone Air EUR 1,199, iPhone 17 Pro EUR 1,299, iPhone 17 Pro Max EUR 1,449.
- United Kingdom: iPhone 17 GBP 799, iPhone Air GBP 999, iPhone 17 Pro GBP 1,099, iPhone 17 Pro Max GBP 1,199.
- India: iPhone 17 INR 82,900, iPhone Air INR 119,900, iPhone 17 Pro INR 134,900, iPhone 17 Pro Max INR 149,900.
- China: iPhone 17 CNY 5,999, iPhone Air CNY 7,999, iPhone 17 Pro CNY 8,999, iPhone 17 Pro Max CNY 9,999.
- Japan: iPhone 17 JPY 129,800, iPhone Air JPY 159,800, iPhone 17 Pro JPY 179,800, iPhone 17 Pro Max JPY 194,800.
Note: While many markets maintain parity with previous generations after accounting for increased storage, India and Japan show higher local pricing relative to several western markets.
Comparisons and advantages: which model suits whom
- iPhone 17: A surprisingly strong upgrade for mainstream users. With flagship display tech and a 256 GB baseline, it suits mobile photographers, vloggers, and productivity users who previously needed to trade up for better screens or more storage.
- iPhone Air: Ideal for consumers who want a refined build and Pro-level performance without jumping to the full Pro cameras. ProMotion and a Pro chipset make it better for gamers, creative apps, and multitasking.
- iPhone 17 Pro: The workhorse for pros and power users who rely on extra camera capabilities, higher-end materials, and performance tuning. It carries a modest price increase versus the outgoing Pro when compared on like-for-like storage.
- iPhone 17 Pro Max: For users prioritizing the largest display, longest battery life, and maximum camera performance. Its base storage remains at 256 GB and pricing is broadly consistent with previous positioning in most major markets.
Use cases and market relevance
This generation reflects Apple’s response to shifting customer expectations: more storage, flagship displays across the range, and clearer segmentation between models based on build and camera ambition rather than just screen tech. For markets where device cost sensitivity is high, doubling base storage at existing price points is a potent selling point. In premium-tier markets, the Air’s repositioning and the Pro series’ sustained premium margins show Apple is optimizing mid- to high-end market capture.
If you missed the keynote, our broader coverage includes deep dives on the iPhone 17 Pro and Pro Max, the standard iPhone 17, the new iPhone Air, and Apple’s refreshed wearables: Apple Watch Series 11, Watch SE 3, and Watch Ultra 3. For buyers weighing upgrade options, consider storage needs, display preferences, and whether Pro-level camera features will meaningfully impact your daily use.
Comments