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Apple’s iPhone 17 Sales Open to Strong Demand for Pro Models

Key Takeaways From the Apple iPhone 17 Event

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By Mark Gurman, Vlad Savov, Natalie Lung, and Marilen Martin

September 19, 2025 at 12:16 AM UTC

Updated on

September 19, 2025 at 4:11 PM UTC

For the past four years, some Apple Inc. customers have been waiting for a significant redesign before buying a new iPhone. The time has come for those consumers, with the iPhone 17 Pro, Pro Max and iPhone Air going on sale Friday.

It’s the first time since 2020 that Apple has rolled out several new phone designs. Alongside the new handsets, it also released into stores the Apple Watch SE, Watch Series 11, Watch Ultra 3 and AirPods Pro 3.