iPhone 17 countdown kicks off: Launch date, performance, price, what we know so far

The tech world is buzzing, beeping, and practically foaming at the ports over Apple’s upcoming iPhone 17.

It is expected to drop in September.

Leaker site 9to5Mac, citing "internal carrier documents", revealed that the launch date is set on September 9.

"According to internal information from German mobile phone providers, this year’s launch will be on Tuesday, the 9th September," 9to5Mac claims.

Based on a what happens after each keynote (Apple launch events in September), 9to5Mac noted a consistent pattern: pre-orders open on the Friday of the launch week, and ship on the following Friday. This would mean the following schedule:

Because this isn’t just another camera bump — it’s being called the biggest iPhone redesign in years.

Think sleeker, bolder, possibly portless, and probably something that’ll make your current phone feel like a fossil.

If Apple sticks to its usual top-secret-but-not-really launch playbook, we’re looking at a reveal on September 3 or 9, with pre-orders kicking off September 12.

That’s the prediction floating around tech blogs, leakers, and caffeine-fuelled Twitter threads.

So is it really coming? Is it flat, curved, or folding into your wallet?

We’ll find out soon.

One thing’s for sure: the countdown to iPhone 17 fever has officially begun.

Yes.

Apple is widely expected to hold its iPhone 17 keynote on either September 3 or September 9, both falling on a Tuesday — the company's traditional day for major product launches.

However, September 3 may be ruled out due to its proximity to Labor Day in the United States and the ongoing Internationale Funkausstellung (IFA) Berlin, one of the world’s leading trade shows for consumer electronics and home appliances.

There’s also speculation that September 9 is a more viable candidate, though others also anticipate the launch to fall between September 11 and 13, 2025.

If so, pre-orders are expected to start a few days later, with retail availability coming soon after, possibly on September 19, as per several reports by CNet, Forbes and Republic World.

Each variant is expected to get performance boosts, camera upgrades, and aesthetic tweaks.

The iPhone 17 series is expected to feature a new colour option, Desert Titanium, in addition to the standard Black, White, and Dark Blue. 

iPhone Air: This is the first time Apple has introduced the "Air" branding to its iPhone series. Meanwhile, the "Plus" model was reportedly discontinued due to low demand. 

The iPhone 17 and 17 Pro:will have 6.3-inch displays.

The iPhone 17 Air will have 6.6-inch screens, and the iPhone 17 Pro Max will have up to 6.9-inch displays.

Apple is also upping its camera game. 

The Pro Max will reportedly feature a 48-megapixel telephoto lens, up from the current 12MP, while the standard iPhone 17 will keep the existing wide and ultra-wide lenses.

All models are expected to have a redesigned 24MP front camera with a six-element lens for clearer selfies and FaceTime calls. 

The iPhone 17 Pro and Pro Max series are speculated to get a major design overhaul, along with several notable hardware improvements. 

In contrast, the regular iPhone 17 is likely to maintain a familiar appearance, with upgrades on internal features and some performance bumps. 

Rumours suggest slimmer bezels and an anti-reflective, scratch-resistant coating, possibly nano-texture glass, enhancing clarity in bright environments. 

The Dynamic Island may shrink, thanks to metalens technology for Face ID, offering more screen real estate. These display upgrades make it ideal for gaming, video editing, and content creation.

Under the hood, the A19 Pro chip, built on TSMC’s advanced 3nm process, powers the device with unparalleled speed and efficiency. 

Paired with 12GB of RAM — a 50% increase from its predecessor — it ensures seamless multitasking and supports Apple Intelligence’s AI-driven features, like live translation and Visual Intelligence. 

The iPhone 17 Pro Max also introduces Apple’s custom Wi-Fi 7 chip, promising faster, more stable connectivity, and a vapor chamber cooling system to manage heat during intensive tasks.

Photography enthusiasts will be thrilled with the triple 48MP rear camera system, including an upgraded telephoto lens with up to 8x optical zoom, rivaling standalone cameras. 

The 24MP front camera enhances selfies and video calls, while 8K video recording and a new pro camera app cater to vloggers and filmmakers. 

These features, combined with AI-driven computational imaging, position the iPhone 17 Pro Max as a creative powerhouse.

Battery life is another highlight, with a rumored 5,000mAh capacity — the largest ever in an iPhone — offering up to 35 hours of video playback.

The device’s slightly thicker design (8.725mm) accommodates this, alongside a part-aluminum, part-glass back for durability and wireless charging. 

The iPhone 17 Pro Max is expected to carry a premium price, underscoring its status as Apple’s flagship model in the upcoming lineup.

In India, the price is likely to be around Rs164,900, while the US market could see it priced at approximately $2,300. In Dubai, customers may expect to pay roughly Dh5,399 for this top-tier device.

Why too pricey?

These prices emphasise Apple’s ongoing strategy of delivering cutting-edge technology paired with a high-end price point across different global markets.

With major design tweaks and upgrades on camera capabilities, and processing power, the iPhone 17 Pro Max is positioned as a must-have for tech enthusiasts willing to invest in the latest innovations.