Apple unveiled the highly anticipated iPhone 17 today, September 9, 2025, during the “Awe Dropping” event at the Steve Jobs Theater in Cupertino, California. The new lineup, featuring iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max, introduces innovations like the A19 Pro chip, 120Hz ProMotion displays across all models, triple scratch resistance, and a thinner, more sustainable design. With enhanced cameras and improved energy efficiency, Apple reinforces its leadership in the smartphone market. The event, live-streamed on Apple’s website and YouTube, also showcased updates to the Apple Watch and AirPods, but the iPhone 17 stole the spotlight, with pre-orders starting September 12 and official release on September 19. Apple aims to captivate consumers with performance, durability, and sustainability.
The iPhone 17 lineup marks a significant shift in Apple’s strategy, replacing the Plus model with the iPhone 17 Air, the thinnest ever at just 5.5 mm. Additionally, all models feature ProMotion technology for smoother animations and better energy efficiency. Apple also emphasized the use of 80% recycled titanium in the iPhone 17 Air, underscoring its commitment to sustainability.
- Key announced features:
- A19 Pro chip with up to 30% better performance than the A18.
- 120Hz ProMotion display on all models.
- Triple scratch resistance with a new ceramic coating.
- iPhone 17 Air with an ultra-thin design and new colors.
- 48MP rear cameras with enhanced optical zoom.
A linha iPhone 17 marca uma mudança significativa na estratégia da empresa, com a substituição do modelo Plus pelo iPhone 17 Air, o mais fino já produzido, com apenas 5,5 mm de espessura. Além disso, todos os modelos contam com ProMotion, tecnologia que garante animações mais fluidas e eficiência energética. A Apple também destacou o uso de 80% de titânio reciclado no iPhone 17 Air, reforçando seu compromisso com a sustentabilidade.
Innovative and sustainable design
The iPhone 17 boasts a refreshed look with thinner bezels and a design prioritizing durability and aesthetics. The iPhone 17 Air, at just 5.5 mm thick, is the standout, surpassing the iPhone 6 as Apple’s thinnest model ever. The use of 80% recycled titanium in the Air reflects the company’s sustainability focus, while the second-generation ceramic coating triples scratch resistance. Available colors include space black, cloud white, light gold, and sky blue, offering vibrant options for consumers.
Apple also restructured the design of the Pro and Pro Max models, with a rectangular camera bar spanning edge to edge. The Apple logo is now centered on the back for better MagSafe charger alignment, creating a more balanced aesthetic. These tweaks highlight Apple’s attention to detail, blending functionality with a modern look.
High performance with the A19 Pro chip
The iPhone 17’s core is the A19 Pro chip, built on a 3-nanometer process, delivering unmatched performance and energy efficiency. Apple highlighted improvements in front-end bandwidth and branch prediction, making the A19 Pro the fastest CPU in any smartphone. The GPU also saw upgrades, with the second-generation dynamic caching architecture and doubled 16-bit floating-point math rates, ideal for gaming and AI applications.
- A19 Pro highlights:
- CPU up to 30% faster than the A18, with better energy efficiency.
- 50% larger last-level cache for daily tasks.
- Advanced support for Apple’s AI features.
- Unified image compression for improved graphics performance.
The chip enables up to 8 additional hours of video playback compared to the iPhone 16, a significant leap in battery life. The iPhone 17 Pro Max, with a 5,000 mAh battery, caters to users needing extended heavy use, while the iPhone 17 Air, with 2,800 mAh, maintains efficiency in a compact body.
High-quality cameras
Photography on the iPhone 17 reaches new heights. All models feature a 48MP main rear camera with larger sensors that capture more light, delivering sharp images even in low-light conditions. The iPhone 17 Pro and Pro Max introduce a 48MP telephoto lens with 5x to 8x optical zoom, perfect for long-distance shots. The front camera, now 24MP across all models, includes advanced stabilization and autofocus for sharper selfies.
Apple also integrated AI features to optimize image capture, like the smart selfie mode that automatically adjusts framing. The iPhone 17 Air, despite having a single rear camera, maintains 48MP quality, ensuring versatility for users seeking a lightweight device without compromising photo quality.
Bright and fluid display
For the first time, all iPhone 17 models feature ProMotion technology, offering a 120Hz refresh rate for smoother animations and responsive interactions. The iPhone 17 standard display grows to 6.3 inches, while the iPhone 17 Air has 6.6 inches, and the Pro Max retains 6.9 inches. All screens reach up to 3,000 nits of brightness, ideal for use in bright sunlight.
- Display features:
- 120Hz ProMotion for enhanced fluidity.
- 3,000 nits peak brightness for sunlight visibility.
- Anti-reflective coating for better visual comfort.
- Redesigned Dynamic Island on Pro models.
The Dynamic Island, present in all models, was redesigned in the iPhone 17 Pro and Pro Max for seamless integration with apps and notifications. Apple also improved scratch resistance with a new ceramic shield, ensuring greater durability.
Pricing and availability
The iPhone 17 starts at $950 for the iPhone 17 Air, while the Pro and Pro Max begin at $1,250, with a minimum of 256 GB storage. Pre-orders open on September 12 at 5 a.m. Pacific Time, with deliveries starting September 19 at 7 a.m. local time. Apple anticipates high demand, especially for the iPhone 17 Air, which blends innovative design with an accessible price.
The company also announced that iOS 26, featuring the new Liquid Glass UI, will be available for all models at launch. The final beta version of the system was released post-event, allowing developers to test new features before the official rollout.
- Launch timeline:
- Announcement: September 9, 2025.
- Pre-orders: September 12, 2025.
- Official release: September 19, 2025.
- iOS 26 availability: September 19, 2025.
Sustainability innovations
Apple reinforced its environmental commitment, using recycled materials across all iPhone 17 models. The iPhone 17 Air stands out with 80% recycled titanium, the highest percentage ever in an iPhone. The company also reduced production’s environmental impact with 100% recyclable packaging and more efficient manufacturing processes.
The A19 Pro chip’s energy efficiency further extends device lifespan by reducing battery consumption. Apple stated these efforts align with its long-term goal of achieving carbon neutrality for all products by 2030.
Additional event highlights
Beyond the iPhone 17, Apple introduced the Apple Watch Series 11, Apple Watch Ultra 3, and AirPods Pro 3. The Apple Watch Series 11 features an improved design and new health monitoring capabilities, while the AirPods Pro 3 offer enhanced noise cancellation and sound quality. These launches complement the iPhone 17 lineup, strengthening Apple’s integrated ecosystem.
The event also showcased iOS 26’s AI integration, enabling features like Audio Magic Eraser for video editing and automatic photo adjustments. These capabilities will be available across all iPhone 17 models, expanding possibilities for content creators.