Apple 17: The Rumours, Release Dates And What To Expect
The highlight of the smartphone release calendar has got to be Apple’s new iPhone series launch in September. While other phone manufactures regularly surprise us with novel features and clever tech, the iPhone release has historically been the safe bet when it comes to the cutting edge of consumer gadgets.
That, and the iPhone’s enduring popularity, are why rumours are swirling about what to expect with the next generation of iPhones, the 17 series. We’ve rounded up the latest rumours – but remember, nothing is for certain until Apple reveal all.
Line-up
This year, we can expect the standard iPhone 17, the iPhone 17 Pro, and the iPhone 17 Pro Max. So far, so expected. But this year’s line-up has one major difference: the iPhone 17 Air is expected to replace the iPhone 17 Plus as the premium non-Pro model.
Size-wise, at 6.6”, it should sit right between the Pro (6.3”) and the Pro Max (6.9”). The big draw will be its design. It will look more high-end than the standard model, and it’s expected to be slimmer than the thinnest iPad Pro – but note that it may well compromise on camera and battery functions to achieve this.
Design
In all, it looks like there are some interesting developments. The ‘Always on’ display and ProMotion LTPO technology (which enables an adaptive refresh rate, making motion on screens look super smooth) moves from being a Pro feature to one across the full range. There are likely to be updates to the general look and feel, with a more modern look. The ‘Dynamic Island’ that arrived with the iPhone 14 gets a little change too: some reports note that it’s getting smaller, but we’ll only know for sure on its official release. Alongside the standard colours, expect the iPhone to come in one of two new pastel colours, either purple or green. The Pros are expected to come in a new and notable ‘sky blue’ option.
Camera
The iPhone is known for its industry-leading camera, yet Apple has still given the 17 series a serious upgrade. All models will feature a 24MP front-facing camera – which is twice as sharp as the 12MP of the iPhone 16. Alongside the range of rear cameras, the iPhone Pros feature a 48MP telephoto camera with a 3.5x optical zoom. They also might get dual-camera video recording (ie recording the front and rear cameras at the same time). This much-requested feature allows content creators to film both themselves and what they’re looking at.
Software and AI
More than any other phone manufacturer, the tech magic inside the iPhones is a draw. Apple already revealed details about the newest software release, the iOS 26, at the Worldwide Developers Conference, where they unveiled a major redesign including a ‘liquid glass’ look.
For the new phones, we’ll also see an upgraded Apple Intelligence (AI) offering, including live translation and smarter call handling. There’s been a pause to developments in Apple’s voice assistant Siri, but perhaps the official launch will update us on that.
Battery life
For most of the range, the increase in phone features is offset at the least by a higher density battery and power efficiencies. The thin iPhone 17 Air is the one which might have the most lowest battery performance because of its slimness – one report noted that only 60 to 70 per cent of users are expected to go a full day without needing to recharge it. But there’s rumours that if Apple get hold of a new silicon-anode battery in time (this material improves the battery’s power), there will be no need to worry.
Release date
The big question is exactly when can we get our hands on the iPhone 17 series. Last year, the release date was September 9th 2024, and the year before that was September 12th 2023. So If we had a crystal ball, we’d guess it would be launched the week commencing September 8th. Sometimes, not all of the models in the series have been available immediately due to production issues, so it might be wise to prepare for that again.
Price
There are rumours from Bloomberg that the iPhone 17 Air, which is expected to replace the Plus model, will cost the same as the iPhone 16 Plus: £899 in the UK. Being realistic, it’s tricky to predict the price as the decision will have much to do with potential increased tariffs in the US – Trump has threatened a 25% tariff for all iPhones manufactured outside of the States. This ever-changing variable suggests that the price (both in the US and across the world) won’t be confirmed until late in the day.
If you’re looking to protect your text Switched On Insurance offers great value cover that’s packed with features including immediate cover, 24/7 online claims and fast repairs and replacements. Find out more on the Gadget Insurance page of our website.