Apple revealed its new iPhone 17 lineup at its September event, introducing four models with significant hardware improvements and the biggest visual redesign in years. The company launched the iPhone 17, iPhone Air (replacing the Plus model), iPhone 17 Pro, and iPhone 17 Pro Max, alongside new Apple Watches and AirPods.
iPhone 17 Pro: Redesigned for Performance The iPhone 17 Pro and Pro Max feature a complete redesign with an aluminum unibody that houses a new cooling system. A vapor chamber is laser-welded into the chassis to move heat away from the A19 Pro chip, allowing for 40% better sustained performance compared to last year’s models.
“iPhone 17 Pro is by far the most powerful iPhone we’ve ever made, with a stunning new design rebuilt from the inside out to maximize performance,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing.
The Pro models now start with 256GB of storage (double the previous entry model) and are priced from $1,099 for the Pro and $1,199 for the Pro Max. The Pro Max is available with up to 2TB of storage for the first time, though this configuration costs a hefty $1,999.
simliar posts
Camera System Overhaul The Pro models feature three 48-megapixel cameras on the back, including a new telephoto camera with 8x optical-quality zoom – the longest ever on an iPhone. The front camera has been upgraded to an 18MP “Center Stage” camera that can automatically adjust its field of view for group selfies and can rotate between portrait and landscape orientation.
For professional videographers, the Pro models introduce industry-first features including ProRes RAW recording, Apple Log 2, and genlock – a technique that synchronizes video across multiple cameras without requiring time-consuming manual alignment in post-production.
iPhone Air: New Ultra-Thin Design Replacing the Plus model, the new iPhone Air is just 5.6mm thick – making it Apple’s thinnest iPhone ever. It features a titanium frame that Apple describes as “space grade” and comes in white, gold, black, and sky blue colors. The Air is priced at $999 and still promises “all-day battery life” despite its slim profile.
Display and Durability Improvements All iPhone 17 models feature brighter displays with peak outdoor brightness of 3000 nits – the highest ever on an iPhone. The phones are protected by “Ceramic Shield 2” glass with 3x better scratch resistance than previous models. For the first time, this protective glass also covers the back of the Pro models.
iOS 26 and New Chip Technology The phones will run on iOS 26, which releases on September 15. The update features a dramatic visual redesign called “Liquid Glass” that replaces opaque elements with transparent, animated glass-like interfaces – the biggest visual change to iOS in a decade.
The A19 Pro chip powers the Pro models with a 6-core CPU, 6-core GPU, and 16-core Neural Engine for handling Apple Intelligence features and advanced gaming. A new N1 wireless chip enables Wi-Fi 7, Bluetooth 6, and Thread connectivity for improved reliability with AirDrop, hotspots, and smart home devices.
Apple Watch and AirPods Updates Apple also announced the Apple Watch Series 11, which maintains the starting price of $399. The new watch includes a ceramic coating for improved durability, 5G connectivity, and a battery that can last 24 hours. A new health feature monitors for high blood pressure by analyzing data over 30-day periods.
The AirPods Pro 3 ($249) were introduced with improved fit, active noise cancellation, and real-time translation capabilities. Battery life has been extended to 8 hours on a single charge, up from 6 hours in the previous model.
Market Reaction Investor reaction to the announcements was lukewarm, with Apple shares falling about 1.5% after the event. Some analysts noted the emphasis on hardware improvements over artificial intelligence features.
“The problem with Apple is that everything that’s showing up today is, in fact, pretty incremental,” Daniel Newman, Futurum Group CEO, told CNBC. Peter Andersen of Andersen Capital criticized the lack of Siri and AI emphasis, calling it “ignoring the elephant” in the room.
All new devices will be available for pre-order on September 12, with availability beginning September 19 in most markets.
