Where to purchase iPhone 17, 17 Pro, Pro Max and Air

The new iPhone 17 family is now available for purchase, with demand already pushing out delivery windows. If you hope to get the iPhone 17, 17 Pro, 17 Pro Max, or its ultra-thin cousin the iPhone Air without waiting for weeks or months on end, your smartest play is picking the best channel and being quick when inventory flows.

Easiest route: Purchase from Apple directly

Apple generally has the widest selection of models, colors and storage capacities, as well as unlocked versions for use on all big networks. Online orders frequently indicate extended ship dates at launch, but in-store pickup can be a loophole — inventory tends to refresh around the overnight and early morning hours, and same-day pickup slots will pop up in the Apple Store app haphazardly.

For people who upgrade every year, the iPhone Upgrade Program makes payments predictable and adds AppleCare+.

Trade-ins through Apple are straightforward, though carriers may sometimes match or exceed Apple’s values with aggressive bill-credit promos. Most American iPhone buyers still go through carriers, according to Consumer Intelligence Research Partners, but Apple’s unlocked choice is the cleanest route if you’ll want to switch networks down the road.

Big carrier deals: Best for trade-ins (but read that fine print)

AT&T, T-Mobile and Verizon have the best deals on the iPhone 17 lineup now — particularly for the Pro and Pro Max. Look forward to significant savings with 24–36 month bill credits via a recent device trade-in and financing for new lines or upgrades on an eligible unlimited plan. It’s not unusual on the Pro models to be “up to” full device value on high-end trade-ins, but those won’t come instantly toward your phone — and likely will cancel out if you leave early.

Real-life tip: Carrier inventories are not the same in every market. Urban flagship stores generally receive more Pro Max models, while suburban locations typically get better availability of basic configurations. According to Counterpoint Research’s launch trackers for past models, the Pro Max editions consistently have the longest wait times in the first month, so you may want to call ahead or use each carrier’s store locator before trekking out only to find a blank shelf.

Retailers: Best Buy, Target and Walmart advantage

Big-box retailers also sell such devices with carrier activations, frequently alongside instantly applied gift card incentives and quick pickup. For all these, Best Buy generally has the strongest in-store activation support as well as the most reliable inventory visibility; and sometimes Walmart or Target will layer store gift cards on top of carrier bill credits if you already shop there, which can cut down your effective price even more.

One caveat: Retailers might stock fewer unlocked units and focus on the most popular storage tiers. If you’re looking for a special color/capacity combo, Apple’s direct channels are still your best bet.

MVNOs and alternatives: Cheaper bills, limited selection

Mobile virtual network operators like Visible (Verizon’s network), Cricket (AT&T), Mint Mobile (T-Mobile) and Boost Infinite can lower your monthly cost, and they’re all selling new iPhones at launch or near to it in higher numbers than before. Inventory is thinner and shipment-based, but total ownership cost can be compelling if you’re agnostic about day-one pickup and don’t require the richest trade-in payouts.

Beat that with a stick: Buy unlocked from Apple, then activate on the MVNO of your choice. Just verify that your area supports eSIM and 5G bands before you make the leap.

International buyers: Official channels take priority

In the UK, this means Apple and the major carriers (EE, O2, Vodafone and Three). In Canada, the full range is stocked by Apple and Rogers, Bell and Telus. In Australia, Apple, Telstra, Optus and Vodafone customers can also try their luck. Buying locally maintains warranty support and gets you compatible 5G bands; you may face band and warranty hassles from pulling a gray-market import.

Pricing and model quick-fire guide for iPhone 17 lineup

Apple’s family of phones includes four models. Pro configurations and higher storage tiers always sell out fastest at launch. If delivery dates start to slip, experiment with changing color or stepping up or down one storage tier; availability can shift in a moment.

• iPhone 17 — starting at $799
• iPhone Air — starting at $999
• iPhone 17 Pro — starting at $1,099
• iPhone 17 Pro Max — starting at $1,199

How to get one sooner (and spend smarter)

Use the Apple Store app and carrier apps to set stock alerts, and scan for nearby pickup multiple times a day. Stock updates on a consistent schedule for each retailer; you’ll see patterns after a few refresh cycles.

Have a backup of your trade-in ready before checkout. If you’re hunting down carrier credits, compare the overall obligation: 36 months of bill credits can beat Apple’s trade-in value and its relatively lowball offer for a phone like an iPhone X or Galaxy S9 Plus, but your phone will be locked into a plan and timeline. If flexibility is your priority, an unlocked purchase plus a less expensive MVNO can come out ahead on total cost of ownership over two to three years.

Finally, do not buy from third-party resellers asking for a premium to be tacked on. Official channels tend to restock frequently during those first few weeks and, based on past launch cycles, the hardest-to-find Pro Max models normalize within a month or two.