Apple's online store is showing that familiar "Be right back" message, a sign that something big is about to drop. The Apple Store is down ahead of iPhone 17 preorders, which are set to begin Friday, September 12th at 5AM PST. The ritual is predictable, still exciting. It signals that Apple has officially lifted the curtain on the iPhone 17 lineup, including the highly anticipated iPhone 17 Air model.
If you're an Apple fan, you know the drill. That "We'll be right back" screen isn't a glitch, it's Apple building suspense while the digital storefront gets refreshed. Every year Apple does this, stripping back the Apple Store's aesthetic and temporarily removing shopping access in the hours before its September product event. It is theater, but effective theater that has everyone hammering refresh with coffee in hand as we wait for what could be Apple's most significant iPhone refresh in years.
What's coming with the iPhone 17 lineup?
The iPhone 17 series lands with a headline act. The biggest news for Apple's 2025 lineup is the inclusion of a brand-new iPhone Air model, which replaces the Plus variant. This ultra-thin device is expected to be just 5.5mm thick, making it the thinnest iPhone Apple has ever created.
Think about that for a second. 5.5mm is thinner than most credit cards stacked together. Impressive engineering, sure, but it raises familiar questions. How will Apple manage battery life in such a slim profile? The physics of lithium-ion batteries have not changed, so we are probably looking at trade-offs in capacity or more aggressive power management. Durability is another consideration, since thinner devices can face structural challenges, though Apple's materials track record suggests they have addressed this.
The Pro models feature upgraded displays and the latest A19 Pro processor, while the base models get the A19 chip. And here's the crowd-pleaser, the entire iPhone 17 series now includes ProMotion displays with 120Hz refresh rates, a feature previously reserved for Pro models.
Smooth scrolling without the Pro tax. That shift alone will tempt a lot of people. Paired with Wi-Fi 7 and enhanced 5G capabilities, the lineup feels ready for the next wave of networks rolling out worldwide.
The store shuffle: what's staying and what's going
When new iPhones land, older models usually exit official channels. Following the "Awe Dropping" event, Apple has discontinued a few older models, though the pruning is more selective this time.
The iPhone 16 and iPhone 16 Plus are still around, but with tight storage choices. The iPhone 16 is only available with 128GB of storage. With iOS taking roughly 15 to 20GB and modern apps, photos, and 4K video piling up, that base tier will fill quickly. The Plus model is a bit more flexible, with the iPhone 16 Plus starting at $799 for 128GB, increasing to $899 for 256GB.
As expected, Apple only sells one set of Pros at a time, leading to the iPhone 16 Pro and iPhone 16 Pro Max being removed from the Apple Store. Classic Apple, they avoid competing with themselves. The upside, both phones are still available at third-party retailers and carriers, potentially at better prices.
What stands out is how many prior-gen models remain. That positioning hints at the iPhone 17 Air serving as a premium design-first option that complements the standard models rather than cannibalizing them.
Preorder timing and deals you need to know
Let's get practical. iPhone 17 preorders are set to go live this Friday at 5AM PST (8AM EST, 1 PM GMT, 10PM AEST), and the preorder process usually opens at 5:00 AM Pacific Time through Apple's online channels, processed on a first-come, first-served basis.
PRO TIP: set a couple of alarms and have payment details ready. Those first hours decide launch-day delivery, especially for the iPhone 17 Air, which is poised to be in heavy demand. Given its ultra-thin design and the complexity that comes with it, initial production could feel tighter than usual.
The deals are already taking shape. In the US, you're looking at up to $700 off with a trade-in at Apple, and up to $1,100 off with a trade and plan at AT&T, Verizon, and T-Mobile. That $1,100 discount is substantial; it can bring upgrade costs down if you have a recent iPhone to trade and do not mind a carrier plan.
International customers are covered too. UK customers can get up to £670 off with a trade-in at Apple UK, and Australian customers can save up to AU$1,205 with a trade-in. Those values feel more generous than usual, a gentle nudge to upgrade during a tough economic stretch.
What this means for Apple's ecosystem
This launch is more than new hardware, it is a repositioning that ripples through the lineup. The inclusion of iOS 19 with features like customizable app icons, redesigned Control Center, and improved Face ID shows Apple leaning on software to freshen the experience. Customizable icons in particular answer years of requests and signal a looser, more personal approach.
The iPhone 17 Air is the savvy play. The Plus models never quite found their lane, sitting awkwardly between standard and Pro. Air reframes that middle ground, targeting people who want something distinctive and premium without chasing Pro-level camera stacks or maximum horsepower. Style and portability first, function close behind.
That choice ties into the broader ecosystem. The Wi-Fi 7 and enhanced 5G capabilities are not just about faster downloads, they grease the skids for tighter device-to-device flow, better AirDrop, smoother continuity, and whatever high-bandwidth services roll in next.
Even the store downtime is part of the choreography. It is not just updating product pages, it is creating a moment. When the store blinks back online, a flood of orders follows, and Apple's systems soak it up while keeping the experience polished.
Bottom line, if you plan to snag an iPhone 17, especially the new Air, set those alarms for Friday morning. Based on past launches, popular configurations sell out fast and delivery dates slide from launch day to weeks later. My bet, the Air slips first. The mix of a striking Air design, upgraded displays across the board, and aggressive trade-in deals makes this one of Apple's most compelling launches in recent memory, and possibly one of the most supply-constrained.
Comments
Be the first, drop a comment!