This article may contain affiliate links. Learn more on our Partner Program page.
The market launch is here: The iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max are now officially available in stores. In addition to the new iPhones, the Apple Watch Series 11, Apple Watch Ultra 3, Apple Watch SE 3, and AirPods Pro 3 are also available. With this, Apple is launching a product offensive that even more closely connects everyday life, health, and entertainment.
For years, the iPhone has been the benchmark in the smartphone sector. With the new generation, Apple has once again demonstrated how design, technology, and software can be combined to create a seamless experience. The models now available not only offer tremendous performance and longer battery life, but also a redesigned design and smart features thanks to iOS 26. Together with the new Apple Watch models and the AirPods Pro 3, they create a complete, optimally coordinated ecosystem.
The new iPhone models now in stores
The iPhone 17 features a bright display with ProMotion up to 120 Hz, a 48-megapixel Dual Fusion camera system, and all-day battery life. The Center Stage front camera takes selfies to a new level.
The iPhone Air boasts an extremely thin and light unibody design that remains robust. It offers pro performance, improved front and back cameras, and long battery life.
The Pro models—iPhone 17 Pro and iPhone 17 Pro Max—feature the A19 Pro chip, delivering the best performance Apple has ever built into a smartphone. They boast the most advanced camera system and the longest battery life in an iPhone. Thanks to Ceramic Shield 2, all devices are even more scratch-resistant and robust.
With iOS 26, the new models also get a fresh design called Liquid Glass and benefit from enhanced Apple Intelligence features.
Apple Watch and AirPods now available
The Apple Watch has also received an update. The Series 11 offers new health features like high blood pressure notifications and a sleep score. The Ultra 3 is aimed at athletes and adventurers with satellite communication, emergency SOS via satellite, and a battery life of up to 42 hours. The SE 3 brings many premium features at an attractive price.
The AirPods Pro 3 have also been redesigned. They offer active noise cancellation that's up to four times stronger than the first generation. A new feature is the ability to measure your heart rate during exercise directly with the earbuds and save it in the Fitness app on your iPhone.
Accessories for iPhone and Apple Watch
New accessories are also available to coincide with the launch. For the iPhone Air, there's a lightweight bumper, a semi-transparent MagSafe Case, and the new MagSafe Battery. The Pro models feature silicone cases in new colors and the highly durable functional fabric case. The new crossbody strap allows for hands-free iPhone carrying. For the Apple Watch, Apple is introducing new sport bands, reflective Trail Loops, and an expanded Hermès collection with exclusive designs.
Trade-in and purchase advantages
Apple offers attractive ways to save on purchases with Trade In. For an iPhone 13 or newer, you can get a credit of between €210 and €795. Combined with financing options and offers from mobile providers, switching to the new devices becomes even easier.
- iPhone 17 Pro stays cool: All about the new vapor chamber
- AirPods Pro 3 vs. AirPods Pro 1: What's really changed
- Apple Watch Ultra 3 vs. Apple Watch Ultra 2: The Differences
- iPhone 17: Why this model is so convincing
- iPhone Air or iPhone 17 Pro? All the differences compared
- iPhone 17 vs. iPhone 16: All the differences in detail
- iPhone 17 Pro vs. iPhone 17 Pro Max: Differences at a glance
- iPhone Air: Seven facts about the new ultra-thin smartphone
- AirPods Pro 3: Apple's headphones with 8 exciting upgrades
- AirPods Pro 3 vs. AirPods Pro 2: The big comparison in detail
- Is the iPhone 17 Pro not worth it? The iPhone 18 Pro in focus
- Apple Watch Ultra 3 vs. Ultra 2, Series 11: Battery comparison
- iPhone 17 Pro: Everything about the new camera platform & more
Apple starts sales: iPhone 17 and accessories now available
With the official launch of the iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max, Apple ushers in a new product generation. Complemented by the Apple Watch Series 11, Ultra 3, SE 3, and AirPods Pro 3, this creates a powerful lineup that perfectly combines design, technology, and everyday life. Those who buy now at an Apple Store or authorized retailer will benefit from cutting-edge technology, a comprehensive range of accessories, and the advantages of the Trade-In program. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including HomeKit-compatible ones. (Image: Apple)
- A rare glimpse into Apple's AirPods labs
- iPhone 17 battery test: Runtime of all models in direct check
- Will the iPhone Air bend? This test shows
- iPhone 17 & iPhone 17 Pro Reviews: Display, Battery, Performance
- iPhone Air reviews: Is the thinnest iPhone worth it?
- AirPods Pro 3 introduce advanced acoustic seal test
