More analysis can help us to focus on exactly when the iPhone 17 series will go on sale, from the announcement of the keynote onwards.

Pre-orders usually open at 8 a.m. EST/5 p.m. PST, so unless you're in Europe, you'll need to be up early to stake your claim on one. Otherwise, you might be in for a longer wait, as popular models and colors frequently come in and out of stock, sometimes leaving users to wait months for their phone to arrive.

Apple enthusiasts eagerly await the iPhone 17 Pro Max, expected to be unveiled in early September 2025, following Apple's consistent release schedule.