September 11, 2025
UPDATE
Get ready to discover and shop the next generation of iPhone, Apple Watch, and AirPods
Customers can pre-order the latest iPhone models and all-new accessories beginning Friday, and save up to $1,100 with carrier offers
This week, the wait is over. Apple fans can pre-order and upgrade to the groundbreaking iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max starting Friday, September 12, at 5 a.m. PDT on apple.com and in the Apple Store app.
All four models feature the Center Stage front camera for next-level selfies, 48MP Fusion camera systems, the latest-generation chips for incredible performance, and fantastic all-day battery life. The beautiful new designs are even more durable and offer 3x better scratch resistance thanks to the Ceramic Shield 2 front cover. Powered by iOS 26 — Apple’s latest software release featuring a beautiful new design with Liquid Glass and enhanced Apple Intelligence features — the latest iPhone models offer a more personalized, powerful, and intelligent experience.
Online and at Apple Store locations, Apple Specialists can help customers discover and shop the perfect iPhone model, and get help choosing from a variety of financing options and carrier deals for a seamless upgrade experience. Apple also offers customers convenient home delivery options or pickup at their local Apple Store.
Apple Watch Series 11, Apple Watch Ultra 3, Apple Watch SE 3, and AirPods Pro 3 are available to pre-order today on apple.com and in the Apple Store app. Along with the latest iPhone models, these new products will be available in stores worldwide beginning Friday, September 19.
Ways to Save at Apple
Upgrading to a new iPhone has never been easier or smarter. Customers can get more out of their purchase when they take advantage of the Apple Trade In program, financing options, and incredible carrier deals. Plus, iPhone holds its value better than any other smartphone, making it even more valuable when customers trade in their current or old device.
- Apple Trade In: Apple offers great ways to save and upgrade to the latest iPhone models. With Apple Trade In, customers can get $200 to $700 in credits when they trade in iPhone 13 or newer.
- Carrier deals directly with Apple: Apple partners with all of the major carriers to offer incredible deals. This fall, customers can get up to $1,100 in credit with select carriers when they trade in an iPhone 13 or newer in any condition to put toward the latest generation of iPhone, or up to $830 in credit with no trade-in required. Customers can explore all carrier offers and activate their new phone with AT&T, Boost Mobile, T-Mobile, and Verizon — all directly at Apple.
- Perks of Apple Card: When customers pay with Apple Card, they’ll get 3 percent Daily Cash back on their purchase, all up front. And when they choose Apple Card Monthly Installments at checkout, they’ll pay monthly with 0 percent APR.1
Meet the All-New Lineups
iPhone 17 is packed with features users will enjoy every day, including a bigger and brighter display with ProMotion up to 120Hz, all-day battery life with faster charging, a fantastic 48MP Dual Fusion camera system, and the Center Stage front camera. The all-new iPhone Air features an incredibly thin and light design that is more durable than any previous model, with pro performance, advanced camera systems on the front and back, and fantastic all-day battery life. With an all-new unibody design optimized for performance and powered by A19 Pro, iPhone 17 Pro and iPhone 17 Pro Max are the most powerful Pro models ever made, delivering the best-ever performance, camera systems, and battery life in an iPhone.
Apple Watch features an all-new lineup, bringing powerful new features to the world’s most popular watch. Apple Watch Series 11 is the ultimate health and fitness companion, featuring new insights including hypertension notifications and sleep score, plus up to 24 hours of battery life to last throughout the day and night.2 Apple Watch SE 3 brings a massive update in performance and features — such as wrist temperature sensing, an Always-On display, and more — at an incredible value. Apple Watch Ultra 3 brings satellite communications like built-in Emergency SOS via satellite, Messages via satellite, and location sharing via satellite. The ultimate sports and adventure watch, Apple Watch Ultra 3 offers up to 42 hours of battery life and the largest display ever in an Apple Watch.
AirPods Pro 3 deliver unbelievable sound quality and the world’s best in-ear Active Noise Cancellation (ANC) — removing up to 4x more noise than the original AirPods Pro. Live Translation also comes to AirPods, making face-to-face conversations easier by helping users connect even if they don’t speak the same language. The updated design helps AirPods Pro 3 fit even better and provides greater in-ear stability during activities like running, HIIT, yoga, and more. For the first time, users can utilize AirPods Pro 3 to measure heart rate during workouts and track over 50 workout types with the new experience in the Fitness app on iPhone.
Get Ready to Upgrade with Apple
From now until 9 p.m. PDT this evening, customers can get a jump on pre-ordering the latest-generation iPhone by choosing their desired model, accessories, carrier, payment method — which includes pre-approval for financing — and trade-in option if eligible. Once their shopping bag is saved, customers will only be one click away when pre-order opens tomorrow morning.
By shopping directly with Apple, customers can enjoy personalized support from Apple Specialists, discover new trade-in offers and carrier deals, and learn all the ways to get more out of their devices with free Today at Apple sessions. Apple is offering a new and updated range of sessions, including “Tips: What’s New on iOS 26” and “Say Hello to iPhone 17,” offering more ways to learn and get the most out of the latest Apple products.
Beautiful New Accessories
Apple is introducing beautiful new accessories to complement each new iPhone model. The slim and lightweight iPhone Air Bumper perfectly frames iPhone Air for added edge protection, the iPhone Air Case with MagSafe has an ultra-thin translucent design, and an all-new iPhone Air MagSafe Battery seamlessly attaches to the back of the device, quickly charging iPhone Air when the battery is low, or maximizing battery life when connected throughout the day. In addition to the Clear Case with MagSafe, a Silicone Case with MagSafe will be available for iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max in gorgeous new colors. A new TechWoven Case is perfect for customers shopping for iPhone 17 Pro and iPhone 17 Pro Max, featuring a new technical-woven fabric with a protective coating that provides resistance to scratches and stains. When paired with select Apple cases, users can wear the latest iPhone models hands free with an all-new Crossbody Strap.3
This fall, the Apple Watch band lineup features a new palette of colors, and a new collection of bands for Apple Watch Ultra 3 includes a Trail Loop design with reflective yarn along the edges. In addition, the Nike Sport Band and Nike Sport Loop feature a new set of colors.
The Apple Watch Hermès collection includes the new Faubourg Party knit band, a new elegant narrow Grand H metal link band, two new colors for the En Mer band, and a new Scub’H Diving band.
- More information — including details on eligibility, exclusions, and Apple Card terms — is available at apple.com/apple-card/monthly-installments.
- Hypertension notifications are currently under FDA review and expected to be cleared this month, with availability on Apple Watch Series 9 and later, and Apple Watch Ultra 2 and later. The feature is not intended for use by people under 22 years old, those who have been previously diagnosed with hypertension, or during pregnancy.
- The Crossbody Strap is compatible with the the iPhone 17 Silicone Case with MagSafe, iPhone 17 Pro Silicone Case with MagSafe, iPhone 17 Pro Max Silicone Case with MagSafe, iPhone Air Case with MagSafe, and iPhone Air Bumper.
Press Contacts
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