Apple has lifted the curtain on its latest flagship devices, the iPhone 17 Pro and iPhone 17 Pro Max, marking one of the company’s most significant upgrades in years. Alongside a new industrial design, the devices promise major leaps in processing power, photography, and battery life – but at a cost that pushes them further into luxury territory.
A striking new look
For the first time in several years, the iPhone’s outward appearance has undergone a notable change. The camera housing now spans the entire width of the handset’s back, echoing the design language seen on Google’s Pixel line. While previous Pro models flirted with titanium, Apple has reverted to aluminium combined with glass, a move likely designed to balance weight and durability.
The Pro version features a 6.3-inch LTPO OLED display, while the Pro Max stretches to 6.9 inches. Both screens support 120Hz ProMotion refresh rates and a peak brightness of up to 3,000 nits, placing Apple among the leaders in display technology.
More power under the hood
At the heart of the devices lies Apple’s new A19 Pro processor, built on a 3nm process and cooled with a vapor chamber system, a feature more commonly associated with high-end gaming laptops. Apple claims the chip delivers up to 40% improved sustained performance compared with its predecessor, the A18 Pro, while using less energy.
Memory has also been bumped to 12GB RAM, aligning the iPhone more closely with rival premium Android devices.
A focus on photography
Cameras remain a battleground in the smartphone wars, and Apple’s latest handsets push the bar higher. The rear system is comprised of three 48-megapixel sensors, with the Pro Max offering an 8× optical zoom lens – equivalent to a 200mm telephoto. Digital zoom can now reach up to 48×.
On the video side, Apple has added support for ProRes RAW, a format aimed squarely at professional filmmakers. The front-facing camera, upgraded to 18–24MP, continues to support features such as Center Stage for video calls.
Battery life and endurance
Perhaps the most welcome upgrade comes in battery performance. Apple says the iPhone 17 Pro Max can sustain up to 39 hours of video playback, the longest ever for an iPhone. Capacities have been expanded to around 4,500 mAh for the Pro and 5,000 mAh for the Pro Max – substantial increases on earlier generations.
Pricing and availability
Apple’s latest devices do not come cheap. The iPhone 17 Pro starts at $1,099, while the larger Pro Max begins at $1,199, both for the 256GB configuration. Higher storage tiers of 512GB and 1TB return, and for the first time Apple will offer a 2TB model – though pricing has yet to be announced.
Pre-orders open on 12 September, with shipping slated for 19 September.
Apple’s long game
The iPhone 17 Pro series signals Apple’s determination to hold its ground in a slowing smartphone market. The combination of design refresh, AI-ready processing, and professional-grade photography appears aimed at convincing users to upgrade despite the higher price.
But it also underscores a wider trend: smartphones are no longer just communication devices. They are becoming high-powered computers, professional cameras, and – with price tags surpassing $1,200 – status symbols in their own right.