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I’m sitting here waiting patiently for UPS to show up, and of course, the driver probably won’t arrive until 9 p.m. with my brand-new iPhone 17 Pro.
I would have chosen store pickup if it had been available (it was delayed several days when I ordered), but it looks like I lucked out — there are big launch-day crowds at Apple stores all over the world.
The mob scenes look like iPhone launches of old. People aren’t camping out overnight anymore, but they’re definitely turning up in droves to get a new handset on day one.
The crowds look bigger than they were last year for the iPhone 16 — it must be the new cosmic orange iPhone 17 Pro that people are queueing up for!
Anecdotally, we heard practically nobody's picking up the iPhone Air. However, after seeing the new device in the store, they might be tempted by its shockingly thin-and-light design.
Is the iPhone Air a bust? Too early to say.
Still, Apple CEO Tim Cook — who opened the doors at Apple Fifth Avenue this morning in Manhattan — must be greedily rubbing his hands together in glee as his well-oiled machine sells the latest iPhones to happy crowds around the world.
Also in today’s newsletter:
As usual, it’s worth checking out photographer Austin Mann's annual iPhone Pro camera review. This year, the snapper took the new handset to Italy's Dolomite Mountains.
Because the new iPhones are again made from anodized aluminum, Scratchgate is back! Some early adopters are complaining that the new iPhones scratch easily, especially one particular color. Personally, I think the first scratch is always devastating. But over time, the scratches become an attractive patina! That’s what I tell myself, anyway.
We have a couple of videos in today’s newsletter to check out. First up is our unboxing and first impressions of the sexy new iPhone Air. And here’s this week’s CultCast podcast, where we discuss the new handsets, the latest Apple operating systems and some interesting Apple rumors.
If you’re getting the new AirPods Pro 3, think about selling your old AirPods to us. We buy back all models, even if they are damaged. It’s an easy way to get some cash for your next Apple upgrade.
— Leander Kahney, EIC.
A message from Contrarian Thinking
These Are The Skills That Could Actually Build You Wealth
“Almost no one in the history of the Forbes list has gotten there with a salary. You get rich by owning things.” – Sam Altman
The future he’s building won’t reward budgeting hacks… It’ll reward ownership.
That’s why we created Main Street Millionaire Live, a 3-day virtual event designed to teach the “ownership stack”:
Sept. 19th: Deal Sourcing
Sept. 20th: Financing & Negotiation
Sept. 21st: Ownership & Scaling
Whether you’re in a W-2, looking to buy your first business, or already own one, this event gives you the tools, tactics, and network to accelerate your path (at a very low cost). Plus, you’ll get $1k+ worth of digital products, just for showing up.
Most people coast into the end of the year. Owners play offense. The only question is: how will you spend yours?
iPhone Air unboxing + first impressions video
A message from the Cult of Mac Deals team
A message from the Cult of Mac Deals team
The CultCast: The best Apple conversation all week long
Sell your old AirPods for trade-in cash from Cult of Mac
Apple won’t offer any trade-in credit for AirPods -- but we buy all models, even some broken ones. Cult of Mac’s trade-in program is the quickest, most hassle-free way to sell your old AirPods (and other Apple gear), in almost any condition.
It couldn’t be easier:
We send you a shipping kit with a prepaid label.
You get paid cash within five business days via check or ACH.
No e-waste, more re-commerce: Keep your old gear out of landfills and in circulation. It’s better for your wallet and the planet.
A message from Wing Assistant
Your time deserves better work
Clearing inboxes won’t grow your business. Wing gives you a dedicated virtual assistant to run scheduling, admin, and follow-ups. So every hour you save can turn into momentum you can scale.
Tweets of the day
This Australian YouTuber couldn't get the iPhone 17 Pro Max's front or back glass to crack.
Ceramic Shield 2 is INSANE.
— #AppleLeaker (#@LeakerApple)
12:56 PM • Sep 19, 2025
The iPhone 17 Pro's motherboard is TINY this year.
— #AppleLeaker (#@LeakerApple)
12:26 PM • Sep 19, 2025
I’ve created a little desk ornament to match your new Pro iPhone. The most Pro yet.. Get it here: makerworld.com/models/1808958 #iPhone17Pro
— #Ras✦Maus (#@RasmusNielsen)
12:40 PM • Sep 19, 2025
Wallpaper of the day
FREE orange wallpaper
• HD quality
• No subscription required
• Ad-free— #ᴺᴼᵀ Jony Ive (#@JonyIveParody)
4:22 PM • Sep 24, 2024
One more thing ...
I don’t think I run roughshod over people, but if something sucks, I tell people to their face. It’s my job to be honest. I know what I’m talking about, and I usually turn out to be right.
Today’s poll
Results from yesterday’s poll: Did you get an iPhone Pro or not this year?
Best reader comments
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