Apple has unveiled its latest lineup of smartphones, headlined by the iPhone 17 Pro and iPhone 17 Pro Max, which the company is billing as its most advanced Pro models to date. The announcement, made at Apple’s September event, also included the surprise debut of the iPhone Air — the thinnest iPhone ever produced.
A19 Pro Chip and New Design
The iPhone 17 Pro series introduces the new A19 Pro processor, a chip Apple says delivers its most powerful and efficient performance yet. The devices are built around an aluminum unibody with a laser-welded vapor chamber for improved thermal management, signaling a shift away from the titanium design used in last year’s models. Apple claims this overhaul results in a dramatic boost in both speed and battery life.
Camera Upgrades for Creators
Both Pro models feature three 48-megapixel Fusion cameras — wide, ultra-wide, and a new telephoto lens capable of an 8x optical-quality zoom, the longest ever on an iPhone. On the front, an 18MP Center Stage camera enhances selfies and video calls. For professional filmmakers and content creators, Apple has added ProRes RAW, Apple Log 2, and genlock support, integrating the iPhone more seamlessly into production workflows.
Durability and Style
Apple has also doubled down on durability. The iPhone 17 Pro introduces Ceramic Shield 2, which now protects both the front and back, and is said to deliver triple the scratch resistance compared to earlier versions. The devices will be offered in three finishes: deep blue, cosmic orange, and silver. Pre-orders open on September 12, with availability set for September 19.
Pricing and Storage Changes
Pricing has shifted slightly compared to last year’s lineup. The standard iPhone 17 starts at $799 with a base storage of 256GB — a bump from the iPhone 16’s $699 entry price for 128GB. The Pro model is priced at $1,099, while the Pro Max will retail for $1,199.
iPhone Air Steals the Show
While much of the spotlight was on the Pro models, the biggest surprise was the iPhone Air, a device that replaces the “Plus” line. At just 5.6 mm thick, it is Apple’s slimmest phone ever — even thinner than Samsung’s Galaxy S25 Edge. The Air comes with a 6.6-inch ProMotion display running at 120 Hz, supports eSIM only, and is available in black, white, sky blue, and light gold. It will retail for $999. Analysts say the Air could be Apple’s answer to growing consumer demand for sleek, lightweight phones, and may lay the groundwork for the company’s anticipated foldable device, rumored for release in 2026.
Accessories
Alongside the phones, Apple revealed new “TechWoven” cases, an upgrade to the discontinued “FineWoven” line from 2023. The cases use a higher-quality fabric designed to be more durable.
“With iPhone 17 Pro, we’ve reimagined the design from the inside out — it’s our most powerful iPhone ever, with game-changing cameras and pro video tools,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing.
