iPhone 17 Pro Max price: What to expect in September

The iPhone 17 is expected to be officially announced in early September, most likely on September 9, 2025.

Pre-orders are anticipated to start on Friday, September 12, followed by the official release and availability of the phone on Friday, September 19, 2025. 

Don't take our word for it: This date (though speculative) follows Apple's consistent tradition of unveiling new iPhones in the second week of September each year.

The launch date is based on internal carrier documents reportedly found by a tipster in Germany. 

Tech journalist Mark Gurman had also previously hinted that Apple would hold the iPhone 17 series event during the week of September 8.

What to expect

The iPhone 17 lineup will likely consist of four models: the base iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new ultra-thin iPhone 17 Air. 

The "Plus" model has been discontinued in this generation. 
Zeerawireless reported that significant updates in design are expected, with features such as a new camera layout, a thinner body for the Air model (about 5.5mm), and potential new photography capabilities including an 8x optical zoom upgrade over the iPhone 16 Pro Max’s 6x zoom.

Price

As for pricing, while Apple has not yet disclosed official prices, the iPhone 17 Pro Max is rumoured to carry a price similar to or slightly higher than its predecessor due to enhanced features. 

The Pro Max model will likely be the most expensive in the lineup.

Recent leaks suggest pricing could be in the range of $1,199 to $1,249, but with possible increases, according to Apple Clubs.

Premium

The 17 Pro Max generally commands a premium, given its expected flagship status with high-end hardware including a 48MP main camera, ultra-wide, and telephoto lenses, plus advanced optical zoom (up to 7x optical and 100x digital zoom). 

The use of new materials like aluminium frames instead of titanium may influence weight and cost as well, as per MacWorld.

These details position the iPhone 17 Pro Max as a significant flagship upgrade aimed at photography and performance, with the official price to be confirmed at launch.