Apple is set to launch the iPhone 17 series in September 2025, introducing four models: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Ultra. This lineup marks a design overhaul from previous models, with the iPhone 17 Air featuring a slim profile and a 6.6-inch display. Enhancements like ProMotion technology and potential eSIM integration are anticipated. Pricing is expected to align with previous models, while the iPhone 17 Ultra may introduce a premium branding shift.
Anticipated Launch of the iPhone 17 Series
Following the release of the iPhone 16e in February 2025, a budget-friendly smartphone aimed at a broader audience, Apple is gearing up to make a grand return to the premium smartphone market with the highly anticipated iPhone 17 set to debut in September. Rumors suggest that Apple will unveil four new models, signaling a shift in their current lineup, which consists of the iPhone 16 and 16 Plus, along with the 16 Pro and 16 Pro Max. This new series aims to target diverse consumer segments and may introduce a fresh design, moving away from the aesthetics established with the iPhone 12 in 2020.
Introducing the iPhone 17 Lineup
The upcoming iPhone 17 series will feature four distinct models: the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Ultra. This lineup is expected to mark a significant departure from the familiar design language seen since the iPhone 14. Among these models, the iPhone 17 Air is generating considerable intrigue as it replaces the “Plus” variant with an ultra-slim profile. Sporting a 6.6-inch display, it is just slightly smaller than the iPhone 16 Plus, yet is rumored to be the thinnest device Apple has ever produced, with a potential thickness between 5.5 and 6 millimeters compared to the 8.25 mm of the iPhone 16 Pro.
While the exact specifications remain somewhat unclear, the iPhone 17 Air is intended for those who prioritize comfort and portability rather than cutting-edge features. Its design may draw inspiration from the iPad Pro M4, aiming to deliver a lightweight and sleek user experience. To address concerns regarding battery life, Apple has reportedly devised solutions to optimize performance without compromising on thinness.
Another exciting addition to the lineup is the iPhone 17 Ultra, which is rumored to replace the “Pro Max” designation. This model is expected to feature premium enhancements and align with Apple’s strategy for its high-end products, similar to the Apple Watch Ultra. The rebranding to iPhone 17 Ultra would allow Apple to set a higher price point while maintaining clarity within its product range.
Additionally, there are whispers of a design shift for the iPhone 17 Pro and Ultra, with potential use of aluminum for the camera module and glass for wireless charging, signaling a departure from the titanium edges seen in previous models.
One of the most anticipated features across all models is the inclusion of ProMotion display technology, which supports refresh rates of 1-120 Hz. This enhancement will likely be available on every device in the series, along with a new, more durable glass that exceeds the current Ceramic Shield.
As for connectivity, the iPhone 17 Air may completely eliminate the traditional SIM card in favor of eSIM technology, a trend that could extend to the other models as well. The transition to eSIM could become a standard feature across the iPhone 17 lineup, particularly in regions like France.
With the launch date approaching, Apple is expected to host a keynote event in early September, where the iPhone 17 will be officially revealed, likely around September 24. As for pricing, while the iPhone 17 and iPhone 17 Pro are anticipated to retain similar price points to their predecessors (€969 and €1,229, respectively), the costs of the iPhone 17 Air and Ultra remain shrouded in mystery.