Apple announced, on September 9, 2025, the iPhone 17 and iPhone 17 Air, models that bring innovations in design, performance, and sustainability, during its annual event in Cupertino, California. With larger screens, A19 and A19 Pro processors, enhanced cameras, and a focus on artificial intelligence, the devices promise to elevate the user experience. The iPhone 17 Air, the thinnest ever produced, stands out with 80% recycled titanium and 5.6-millimeter edges. Available in five colors, the models will hit the global market starting in October, with prices starting at R$8,000 in Brazil. The presentation reinforced Apple’s commitment to sustainable technology and advanced connectivity, eliminating the use of physical SIM cards. The novelty generated great anticipation among consumers and experts awaiting initial hands-on tests.
The globally broadcast Apple event marked the launch of a lineup combining aesthetics and functionality. The company highlighted the durability of the new models, with a ceramic shield and anti-reflective coating. Additionally, the exclusive adoption of eSIM reflects the pursuit of more compact designs. The iPhone 17 Air, in particular, was described as “almost imperceptible in your hands,” according to John Ternus, senior vice president of hardware engineering.
- Key launch highlights:
- 6.3-inch screen on iPhone 17 and 6.5-inch on iPhone 17 Air.
- A19 and A19 Pro processors with a focus on artificial intelligence.
- 48 MP main camera and larger front sensor for selfies.
- Design with recycled materials and greater scratch resistance.
Design and innovative materials
The iPhone 17 and iPhone 17 Air come with significant design advancements. The iPhone 17 Air, at just 5.6 millimeters thick, is the thinnest model Apple has ever produced. Made with 80% recycled titanium, it reflects the company’s commitment to sustainability. The 6.5-inch, always-on display is protected by a ceramic shield, described as the most durable in the brand’s history. The iPhone 17, meanwhile, features a 6.3-inch screen, slightly larger than the 6.1 inches of the previous model, with a 120 Hz refresh rate for smoother scrolling.
The color choices also stand out. Available in space black, cloud white, light gold, sky blue, and lavender, the devices combine elegance and modernity. The seven-layer anti-reflective coating reduces glare, improving visibility in outdoor environments. Apple emphasized that the absence of glass on the back of the iPhone 17 Pro, replaced by ceramic, enhances durability and eliminates fingerprint issues.
- Design features:
- Reduced thickness for greater handling comfort.
- Ceramic shield with superior resistance to drops and scratches.
- Vibrant colors and premium recycled titanium finish.
- Anti-reflective coating for an enhanced visual experience.
Performance and artificial intelligence
The new iPhones are equipped with A19 and A19 Pro processors, promising performance comparable to high-performance laptops like the MacBook Pro. Apple highlighted the chips’ ability to process artificial intelligence tasks more efficiently, enabling features like advanced photo and video editing. The Center Stage technology, now applied to photos, uses AI to automatically adjust framing, offering greater flexibility for selfies and video calls.
Connectivity has also been improved. All models use eSIM, eliminating the need for physical SIM cards, contributing to the slimmer design. The Apple-developed Wi-Fi 7 chip ensures faster and more stable connection speeds. The battery, described as “all-day,” should support heavy use, though the company did not disclose the exact capacity in milliampere-hours.
- Performance advancements:
- A19 and A19 Pro processors with a focus on AI.
- Wi-Fi 7 connectivity for faster speeds.
- Exclusive eSIM support in all models.
- Optimized battery for extended use.
Revolutionary cameras
The iPhone 17’s camera was a highlight of the event. The main 48-megapixel camera offers four times the resolution of the iPhone 16, according to Megan Nash, Apple’s product manager. For everyday photos, the default 24-megapixel resolution balances quality and file size. The front sensor, nearly twice as large as the previous generation, allows selfies with a wider field of view and dynamic framing options.
The iPhone 17 Pro raises the bar with a triple-camera system, all at 48 megapixels, and support for simultaneous video recording with two cameras. The Center Stage technology for photos automatically adjusts the field of view, making group shots or landscapes easier. Apple also introduced a square sensor in the front camera, eliminating the need to rotate the device for horizontal photos.
- Camera innovations:
- 48 MP main camera with high resolution.
- Larger front sensor for wider selfies.
- Center Stage with automatic framing adjustment.
- Dual-camera recording support on iPhone 17 Pro.
Sustainability and market
Apple reinforced its commitment to sustainability, highlighting the use of recycled materials and lower-impact production processes. The iPhone 17 Air, with 80% recycled titanium, is the model with the highest proportion of reused materials in the company’s history. The elimination of physical SIM cards also reduces the use of plastics and components.
In the Brazilian market, the new models are expected to arrive in October, with prices starting at R$8,000 for the iPhone 17 and R$10,000 for the iPhone 17 Air, based on estimates from previous launches. The high dollar exchange rate and local taxes may increase costs, sparking debates among consumers on social media. Some praise the design and innovations, while others question the lack of more vibrant color options in the iPhone 17 Pro.
- Sustainability aspects:
- 80% recycled titanium in the iPhone 17 Air.
- Plastic reduction with eSIM adoption.
- Lower carbon footprint production processes.
- 100% recyclable packaging.
Reception and expectations
The launch generated mixed reactions among consumers and experts. Many praised the slim design and camera improvements, but some criticized the lack of more expressive colors in the iPhone 17 Pro. The exclusive eSIM adoption also divided opinions, with users concerned about compatibility in regions with limited infrastructure. Apple, however, is betting on the global transition to eSIM as a future standard.
The new models will be available for pre-order starting September 15, with deliveries expected by late October. The company also announced that the AirPods Pro 3, launched at the same event, feature simultaneous translation and an ergonomic design, complementing the new iPhones’ experience. Expectations are that global sales will surpass those of the iPhone 16, driven by demand for devices with advanced AI.
- Public reactions:
- Praise for the slim design and camera quality.
- Criticism of the lack of vibrant colors in the Pro model.
- Concerns about exclusive eSIM adoption.
- Expectations of strong sales performance.