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.
The new iPhone 17 Pro is now available to preorder — image credit: Apple
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.
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