The Apple Store is back online and preorders have started for the new iPhone Air, iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max.

As in 2024, Apple began taking pre-orders for the new Apple Watch on the day of their announcement. But iPhone 17 buyers have had to wait until Friday, September 12, 2025 before they could place their pre-orders — although Apple did provide a kind of pre-pre-order system too.

While Apple lists the start of pre-orders as being at 5 a.m. Pacific, the actual time can be many minutes later. It depends in part on whether you are browsing the Apple Store online, or are using the Apple Store app, and which part of Apple's content delivery network wakes up first.

It's not consistent which route to the store is faster, and there is also an unpredictable delay depending on where you are in the world. Nonetheless, AppleInsider can now confirm that pre-orders have begun.

If you can't access it, restart your browser or relaunch the app.

Once you are in, it's likely that the iPhone 17 Pro and iPhone 17 Pro Max are almost immediately back-ordered. The Pro models always see the highest demand in the opening few minutes.

The iPhone Air is a bit of a wild card this time around. We'll see how that develops, likely before 9AM ET.

If you're able to get your order in soon enough for those, the base iPhone 17, or the iPhone Air, you can expect delivery on Friday, September 19. This is the same date that the new iPhones will be available in stores.

You can also get the new iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air at wireless carriers, with incentives available today offering up to $1,100 off via bill credits.

  • T-Mobile - Get up to $1,100 off the iPhone 17 range with eligible trade-in and plan*
  • AT&T Wireless - Get up to $1,100 off iPhone 17 models with an eligible trade-in and plan*
  • Verizon Wireless - Save up to $1,100 on iPhone 17 models with a qualifying trade and plan*
    • *Terms and conditions apply. Please see site for details.

Plus, if you have an existing iPhone or Apple Watch, Gazelle is offering a 10% bonus on trade-ins to free up cash for a new device.