Apple Store Goes Down: iPhone 17 Launch Event Hours Away with Revolutionary “Air” Model Expected

The most thrilling event in the tech calendar is here: the Apple Store is down. This iconic moment signals that the next generation of iPhone is just hours away from being revealed.

With the countdown on to Apple’s “Awe Dropping” event, the tech giant’s online storefront now displays the familiar “Be right back” message. When it returns later today, the spotlight will be firmly on the revolutionary new iPhone 17 series, including the highly anticipated iPhone 17 Air, pushing the current iPhone 16 Pro family out of the limelight.

This year’s launch is particularly momentous, rumoured to feature the most significant iPhone design overhaul since the iconic iPhone X.

What to Expect: The 2025 iPhone 17 Line-up

For 2025, Apple is expected to refresh its entire line-up with four distinct models, marking a major shift in strategy:

1. iPhone 17

2. iPhone 17 Air (All-New Model)

3. iPhone 17 Pro

4. iPhone 17 Pro Max

Notably, the iPhone 17 Plus is being discontinued due to lukewarm sales, making way for the stunning new mid-tier entrant: the iPhone 17 Air.

The Star of the Show: iPhone 17 “Air”

The iPhone 17 Air is poised to be the talk of the event. Positioned similarly to the MacBook Air and iPad Air, it aims to deliver a premium, sleek experience that breaks the mold.

• Slim Design: Rumours suggest an incredibly thin chassis, around 5.5mm thick, making it one of the thinnest smartphones ever.

• New Display Size: A screen around 6.6 inches, placing it perfectly between the Pro and Pro Max models in size.

• Mid-Tier Pricing: It will slot into the line-up as a mid-tier device, more expensive than the standard iPhone 17 but less than the iPhone 17 Pro. This effectively replaces the “Plus” model.

• Camera: May feature a advanced single-lens 48MP rear camera in a new horizontal pill-shaped bump.

Key Upgrades Across the iPhone 17 Series

1. Display: Pro Motion for All

In a ground-breaking shift, all four iPhone 17 models are expected to feature LTPO OLED displays with 120Hz Pro Motion technology. This means smoother scrolling and video will no longer be exclusive to the Pro models, a huge win for consumers. The always-on display feature may still remain a Pro exclusive.

2. Design & Build

The Pro models might see a material change, potentially swapping titanium for a new half-glass, half-aluminium exterior for improved durability. The standard iPhone 17 is also growing, expected to match the iPhone 17 Pro’s 6.3-inch display size.

3. Camera Improvements

• Selfie Camera: All models may get an upgraded 24MP front-facing camera, a substantial leap in resolution for sharper selfies and video calls.

• Pro Max Telephoto: The iPhone 17 Pro Max could receive a massive jump to a 48MP Telephoto camera (up from 12MP), according to analysts like Ming-Chi Kuo.

• New Camera Bump: A new horizontal pill-shaped camera bump is anticipated for multiple models, including the Air and potentially the Pro series.

4. Performance & Connectivity

• Apple A19 Chip: All models will be powered by the new 3nm A19 Bionic chip, promising ground-breaking performance and efficiency.

• Apple’s Own Modem & Wi-Fi 7: The iPhone 17 Air is rumoured to be the testbed for Apple’s long-awaited in-house 5G modem and a new Apple-designed Wi-Fi 7 chip, a strategic move to reduce reliance on suppliers like Qualcomm and Broadcom.

5. Battery and Charging

While battery capacities are always optimized, the iPhone 17 is rumoured to support faster charging. Specs suggest 25W Mag Safe wireless charging and continued cable charging, keeping pace with competitors like Samsung and Google.

iPhone 17 Pricing: Be Prepared to Pay More

A major talking point will be price. Industry whispers from sources like Bloomberg strongly suggest significant price hikes across the board due to increased tariffs and manufacturing costs. If you’re planning to upgrade, setting aside a substantial budget is highly recommended.

iPhone 17 Launch Date and Event

The official unveiling is at Apple’s “Awe Dropping” event:

• Date: Tuesday, September 9, 2025

• Time: 10:00 a.m. Pacific Time (PT)

We’ll be providing live coverage and deep, nuanced analysis of every announcement, from the specs to Apple’s choice of colours for 2025.

Want to see how it compares to its predecessor? Check out our in-depth review of the iPhone 16 Pro.

Unofficial Preliminary Specifications for iPhone 17:

*Disclaimer: Specifications are based on pre-launch rumours and are not 100% guaranteed. Read more on GSM Arena.*

Stay tuned to our site for all the live updates from the Apple event!