Here's a breakdown of the new announcements and features, according to news and reports from the event:
The New iPhone 17 Lineup and Tim Cook's Vision
A "Game Changer" in Design: Tim Cook hailed the iPhone 17 lineup as the "biggest leap ever for iPhone," with particular focus on the new, ultra-thin iPhone 17 Air. This new model is Apple's thinnest and most durable phone to date, at just 5.6mm thick. Its design, made from recycled titanium and featuring a new "Ceramic Shield 2" on the front for improved scratch resistance, is a major talking point. Cook described the device as a "game changer."
Four Models: The new series consists of four models: the standard iPhone 17, the ultra-thin iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max. This marks a strategic shift to align the iPhone lineup more closely with Apple's popular MacBook Air and iPad Air products.
Pricing and Availability:
iPhone 17: Starts at $799
iPhone 17 Air: Starts at $999
iPhone 17 Pro: Starts at $1,099 (a $100 increase from its predecessor)
iPhone 17 Pro Max: Starts at $1,199
Pre-orders for the new phones began on Friday, September 12, with in-store availability starting a week later on September 19.
Key Features and Upgrades
Camera System Overhaul: The camera technology received a major upgrade across the board.
All four models now feature a 48MP main camera.
The Pro and Pro Max models have been redesigned with a new horizontal "camera plateau" to better dissipate heat and house the upgraded camera system.
The iPhone 17 Pro Max now has three 48MP rear cameras (Wide, Ultra Wide, and Telephoto), with the telephoto lens offering up to 8x optical zoom.
A significant update for all models is the new "Center Stage" front-facing camera, which has a larger, square-shaped sensor for higher-resolution selfies and a wider field of view for group photos, without needing to rotate the phone.
Performance and Battery:
The iPhone 17 and iPhone 17 Air are powered by the new A19 chip, while the iPhone 17 Pro and Pro Max get the more powerful A19 Pro chip.
The Pro models now feature a vapor chamber cooling system and a return to an aluminum frame (dropping the titanium frame from the iPhone 15 Pro) to improve heat dissipation and sustained performance.
The new internal design has allowed for larger batteries, with the iPhone 17 Pro Max promising the best battery life ever on an iPhone.
Display Improvements:
All models in the lineup now feature a ProMotion display with a 120Hz adaptive refresh rate, a feature previously exclusive to the Pro models.
The displays are also brighter (up to 3000 nits) and have a more scratch-resistant coating.
AI and Software: While investors were hoping for more significant AI announcements, the new iPhones will run on iOS 26, which includes some incremental AI improvements. One of the new features is "Genmoji," which allows for the creation of new emojis using generative AI. There are also new features for live translation and "Hold Assist" to help with phone calls.
The launch is a crucial one for Apple as it faces stiff competition and an evolving global market. The focus on a new, ultra-thin design and across-the-board camera and performance upgrades is a clear attempt to excite consumers and drive sales ahead of the key holiday season.
