The wait is over: Apple has officially started selling its brand-new iPhone 17 series alongside the much-anticipated iPhone Air. 
After being unveiled just last week and offered for pre-order in more than 60 countries, both devices are now available to buy through Apple’s online store, physical outlets, and authorized resellers worldwide.
The rollout covers major markets such as the United States, United Kingdom, Germany, France, India, Japan, Australia, and more. Countries across Asia, including South Korea, Singapore, Malaysia, and Vietnam, also see the launch this week. However, the iPhone Air faces a slight hiccup in China due to ongoing compliance issues with eSIM technology, delaying its arrival there despite strong consumer interest.
The iPhone 17 family includes the standard iPhone 17, the iPhone 17 Pro, and the iPhone 17 Pro Max, each starting at a base storage of 256GB. Apple is clearly signaling that the era of 128GB entry models is over. Meanwhile, the iPhone Air carves out a new niche, positioned between the regular lineup and the Pro models. It comes with a slimmer, lighter design that many early reviewers are already praising as one of the best-built iPhones in years, merging portability with performance.
Pricing reflects Apple’s global strategy. In the U.S., the iPhone 17 begins at $799, the iPhone Air at $999, the iPhone 17 Pro at $1,099, and the Pro Max at $1,199. European prices are, as usual, higher due to taxes and import costs, with the iPhone Air starting at €1,199 in Germany and £999 in the UK. In India, the iPhone Air debuts at ₹119,900, putting it firmly in the premium bracket, while Japanese customers will need to pay ¥159,800 for the same device.
Tech enthusiasts are already debating the value of upgrading right away versus waiting to see how competitors respond. Samsung’s upcoming Galaxy S26 launch in a few months is likely to reignite comparisons. Still, Apple has an undeniable edge with its ecosystem integration, and the Air in particular is shaping up as a model that could appeal to those who find Pro pricing too steep but still want more than the standard edition.
Beyond smartphones, Apple also introduced its latest smartwatches during the same event, further expanding its lineup ahead of the holiday season. For many, the combination of the new iPhones and wearables makes this one of Apple’s strongest launches in recent years, despite lingering concerns about pricing in certain regions.