Apple has unveiled the highly anticipated iPhone 17 Pro and iPhone 17 Pro Max, taking another step forward in the evolution of its flagship smartphones. The presentation took place this Tuesday, 9 September 2025, during Apple’s “Awe Dropping” event. The main upgrades focus on faster performance, better battery efficiency, an enhanced cooling system, more advanced camera capabilities, and, of course, new colours.
Apple has given the Pro models a fresh look with a bold horizontal camera bar on the back, which lightly resembles Google’s Pixel design, while powering them with the new A19 Pro chip. The phones are equipped with an improved 18MP front camera and three 48MP cameras – Main, Ultra Wide, and an all-new Telephoto lens – offering the equivalent of eight lenses, and capable of 8x optical zoom, which is the longest ever on iPhone. Battery life has also been extended, with the Pro Max offering up to 39 hours on a single charge. Customers can choose from three colours: cosmic orange, deep blue, and silver.
“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 maximise performance and deliver an enormous leap in battery life,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing.
A more advanced camera system is probably the most impressive upgrade, making it an attractive choice for photography enthusiasts. Apple’s iPhone 17 Pro and Pro Max push photography and video further than any previous model. The new 4x optical zoom at 100mm offers a classic lens for capturing portrait shots, while the 8x optical zoom at 200mm provides extended reach to capture distant subjects with added precision and versatility. The updated Photonic Engine now relies more heavily on machine learning to deliver sharper detail, better colour accuracy, and new photo customisation options such as a Bright style in iOS 26, allowing users to experiment with creative perspectives.
“With three 48MP Fusion cameras, a new Center Stage front camera experience, and pro-level video features, the creative opportunities are endless. iPhone 17 Pro sets a new standard for the smartphone industry and is a massive upgrade for our most demanding users,” Joswiak claims.
The iPhone 17 Pro debuts a new 18MP Center Stage front camera, the first on iPhone with a square sensor, offering a wider field of view, AI-powered group framing, and the ability to switch between portrait and landscape automatically. It also supports ultra-stabilised 4K HDR video, Dual Capture for recording with both front and rear cameras at once, and smarter framing during video calls.
Besides, Apple is targeting professional video creators with first in the industry support for ProRes RAW, Apple Log 2, and genlock, alongside Dolby Vision HDR, 4K at 120fps, and ProRes Log, making the iPhone an even more capable tool for filmmaking and multi-camera production workflows.
Apple has made consistent progress in elevating its camera technology, with the latest models featuring improved low-light performance and enhanced video stabilisation to help users capture professional-quality photos and clips with ease.
At the heart of the new devices lies the A19 Pro chip, built on a 3nm process, which Apple says delivers faster performance and enhanced energy efficiency. Both models also feature 12GB of RAM, enabling smoother multitasking and more sophisticated AI-driven functions. These upgrades are particularly aimed at users who demand high performance for gaming, photography, and productivity.
Apple has also went further with smartphone accessories, launching a new TechWoven case with a crossbody strap accessory, offering users a practical way to carry their devices.
The iPhone 17 Pro and Pro Max set a new standard for performance, camera quality, and user experience, reflecting Apple’s focus on pushing the boundaries of what a smartphone can do, combining cutting-edge technology with practical functionality.
The iPhone 17 Pro and iPhone 17 Pro Max are available in multiple storage configurations, each with its own price point.
iPhone 17 Pro:
- 256GB: $1,099
- 512GB: $1,299
- 1TB: $1,499
iPhone 17 Pro Max:
- 256GB: $1,199
- 512GB: $1,399
- 1TB: $1,599
- 2TB: $1,999
Pre-orders begin at 5:00 a.m. PT on 12 September, with the official release scheduled for 19 September.
