Apple has unveiled its next generation of premium smartphones, the iPhone 17 Pro and iPhone 17 Pro Max. Combining the most powerful performance and design innovations ever, they are powered by the A19 Pro chipset to enhance the overall user experience, including camera performance, battery efficiency, and thermal control.
The iPhone 17 Pro series is built with a new brushed aluminum unibody designed to keep its powerful performance stable. It features an Apple-designed vapor chamber that effectively dissipates heat to keep you cool during long hours of high-performance work. This gives the iPhone 17 Pro Max our longest battery life ever, and it supports fast charging to charge up to 50 percent in just 20 minutes.
The displays are 6.3-inch and 6.9-inch Super Retina XDR, respectively, with up to 3000 nits of brightness and improved outdoor visibility. A new Ceramic Shield 2 protects both the front and back for enhanced scratch and break resistance.
The camera system features three 48-megapixel fusion cameras on the rear (main, ultra wide-angle, and new telephoto), offering the equivalent of eight pro-grade lenses. The telephoto camera in particular is capable of up to 8x optical zoom and 40x digital zoom, while the new Photonic Engine significantly improves color reproduction and detail. The front camera has also been upgraded to an 18-megapixel center-stage camera, optimized for auto-composition and group selfies.
We've also made significant improvements to videography. It supports professional video creation tools like ProRes RAW, Apple Log 2, and Genlock, opening up new possibilities for filmmakers and content creators. Connectivity and wireless performance are also enhanced with the in-house designed N1 chip that supports Wi-Fi 7 and Bluetooth 6.
In iOS 26, we introduced Apple Intelligence, which provides AI-powered features like message translation, image recognition, and real-time summaries, even offline. We've also made usability improvements across apps, including personalized lockscreen, CarPlay, Wallet, Apple Music, and more.
The iPhone 17 Pro starts at 256GB and goes all the way up to 1TB, with the Pro Max adding a 2TB option. It comes in three colors - deep blue, cosmic orange, and silver - and will be available for pre-order on September 12, with a general release on September 19. Starting prices start at $1099 for the iPhone 17 Pro and $1199 for the Pro Max in the US.
The new lineup of accessories unveiled at the same time includes a TechWoven case, silicone case, clear case, and even a crossbody strap for hands-free use, offering both style and practicality.
Apple also highlighted its sustainability strategy to become carbon neutral by 2030, including using 30 percent recycled materials for this product and 100 percent fiber-based packaging.
