The moment that Apple fans have been waiting for is almost finally here, with the iPhone 17 set to be unveiled to the world on 9 September. 

But keen tech enthusiasts might have just gotten a sneak peek at the new generation of devices ahead of the official launch.

A leaked video, supposedly taken from the iPhone production line, shows what is rumoured to be an iPhone 17 Pro Max.

If true, this brief clip could confirm a major design change for the flagship smartphone.

The leak was posted yesterday on the Chinese social media platform Weibo, with a caption that translates as: 'Something big has happened, the suspected iPhone 17 Pro Max mass production machine has been leaked.'

The video shows someone picking up a large, silver iPhone-like device from a row of similar phones.

The device features a huge camera island that stretches all the way across the top of the device, similar to that on the new Google Pixel 10.

As earlier rumours suggested, the island appears to feature three main cameras arranged in a triangle with two smaller sensors stacked on the other side.

One of the stranger design features included in this leaked model is the large, rectangular glass panel inset on the rear of the phone.

The panel features an Apple logo in the centre and covers most of the phone's rear side, appearing in a greyish white on the silver model and a matte black on the black version.

If true, this would mark one of the most abrupt changes in Apple's design since the removal of the home button in the iPhone X.

Although it is not possible to judge the exact size from the clip alone, the iPhone 17 Pro Max model in these videos appears to be somewhat wider than previous models.

But on social media, the reaction to this new design has been far from positive.

On Weibo, translated via Google, one commenter wrote: 'It can't be that ugly, I don't believe it.'

While another chimed in: 'Not good looking.'

In addition to revealing the potential design of the iPhone 17 Pro Max, these clips also give a tantalising hint at the potential colours.

Previously, Apple leaks have suggested that the 17 Pro Max Model could come in a bolder set of colours, including black, white, blue, and even orange.

However, in this clip, only the silver and black models are directly visible.

In the background, it is just possible to make out the box of an iPhone 17 Pro Max, which appears to be in a subtle bronze-like colour, similar to the iPhone 16 Pro's Desert Titanium finish.

Frustratingly, the clip doesn't last long enough to show if there are any more colour options.

It is also possible that these devices could be dummy phones - models used to help manufacture phone cases, and not reflect the real design of the upcoming iPhone 17 Pro Max.

To see for certain what Apple's new devices look like, fans will need to wait until September 9 for the upcoming 'awe dropping' event.

The date has been confirmed by an official invite sent out to members of the press and industry analysts, which features a new version of the Apple logo.

It reads: 'Please join us in person for a special Apple Event at the Steve Jobs Theater in Apple Park. September 9, 2025.'

Apple's eye–catching invite includes the classic Apple logo with an intriguing twist – what looks like infrared–style shadings.

Apple CEO Tim Cook posted on X: 'Get ready for an awe dropping #AppleEvent on Tuesday, September 9!' with a short clip of the animation.

Industry experts expect that Apple will unveil the iPhone 17, iPhone 17 Pro and Pro Max, and a new addition to the lineup in the form of the iPhone Air.

iPhone 17 Air, also referred to as 'iPhone 17 Slim', is expected to be a lighter, thinner option – rivalling the Galaxy Edge recently released by Samsung.

iPhone 17 Air is rumoured to be 0.2–inch (5.5mm), which would make it the thinnest iPhone ever.

Apple is also expected to announce the Apple Watch Series 11 on September 9, potentially with improved health monitoring features and battery life.

THE TRILLION DOLLAR RISE OF APPLE

1976: Founders Steve Jobs, Steve Wozniak and Ronald Wayne created the company on April 1 1976 as they set about selling computer kits to hobbyists, each of which was built by Wozniak.

The first product was the Apple I. 

1977: Apple released the Apple II in June, which was the first PC made for the mass market. 

1981: Jobs became chairman.  

1984: The Macintosh was introduced during an ad break for the Super Bowl and later officially unveiled during a launch event. It was discontinued a year later and Jobs left the firm.

1987: Apple released the Macintosh II, the first colour Mac.

1997: Apple announces it will acquire NeXT software in a $400 million deal that involves Jobs returning to Apple as interim CEO. He officially took the role in 2000.  

2001: Apple introduced iTunes, OS X and the first-generation iPod.

The first iPod MP3 music player was released on October 23, 2001, at an event in Cupertino and was able to hold up to 1,000 songs.

2007: Apple unveils the iPhone. 

2010: The first iPad was unveiled.

2011: Jobs resigned in 2011 due to illness, handing the CEO title to Tim Cook. Jobs died in October from pancreatic cancer.

2014: Apple unveiled the Apple Watch. It also unveiled its first larger iPhones - the 6 and 6 Plus. 

2015: After purchasing Beats from Dr Dre, Apple launched Apple Music to compete with Spotify and other music streaming services. 

2016: Apple returned to its roots and announced the 4-inch iPhone SE. Meanwhile, the firm is embroiled in a legal battle with the FBI, involving the agency demanding access to the locked phone used by Syed Farook, who died in a shootout after carrying out a deadly December attack in San Bernardino, California with his wife. The court order was dropped on March 28 after the FBI said a third party was able to unlock the device.  

2017: Apple introduces the iPhone X, which removes the home button to make way for a futuristic edge-to-edge screen design and a new FaceID system that uses advanced sensors and lasers to unlock phones with just the owner's face.    

2018: In a first for the company, Apple introduces new features in its latest operating system, iOS 12, that encourage users to manage and spend less time on their devices. The move was spawned by a strongly worded letter from shareholders that urged the firm to address the growing problem of smartphone addiction among kids and teenagers. 

2019: In January, Apple reports its first decline in revenues and profits in a decade. CEO Tim Cook partly blamed steep declines in revenue from China.

2020: In March, Apple closes all its bricks and mortar retail stores outside of China in response to coronavirus. 

2021: In an online virtual event in April CEO Tim Cook declared Apple's goal of becoming carbon neutral for Earth Day. Later in the year the iPhone 13 was announced. 

2022: In September the iPhone 14 was announced. One of the new features included a new sensor to detect if a user had been in a car crash as well as an improved camera system. 

2023: Apple brought back its 'Home Pod' after the first generation was discontinued. The 'Home Pod' can be seen as an alternative to Amazon's Alexa or Google Home as it is powered by voice commands. 

2024: Apple makes its first steps into artificial intelligence with the release of Apple Intelligence. The features are not all released at once with many delayed until the following year.