Apple officially presented this Tuesday, September 9, 2025, its new generation of smartphones during the special event “Awe Dropping”, broadcast directly from Steve Jobs Theater, on Cupertino. The iPhone 17 line arrives with four distinct models: iPhone 17, iPhone 17 Air, iPhone 17 Pro and iPhone 17
The focus of the launch was the combination of a radically new design with a leap in performance provided by the A19 Pro chip. Tim Cook, the company’s CEO, took the stage to detail the innovations, which include the universalization of 120Hz ProMotion technology for all models and an in-depth commitment to sustainability, evidenced by the use of recycled materials in the construction of the devices.
The changes aim to meet a growing demand for lighter, more powerful and environmentally responsible devices. With pre-sales scheduled to start on September 12th and arrive in stores on September 19th, the new line promises to redefine the expectations of the mobile technology market, raising the standard of hardware and software.
Innovative design and improved durability
The highlight of the event was the iPhone 17 Air, which impressed with its thickness of just 5.5 millimeters and a weight of 165 grams, setting a new milestone in smartphone engineering. Essa lightness was achieved through a structure composed of 80% recycled titanium, which does not compromise the robustness of the device. Todos models in the iPhone 17 line were equipped with the second generation of the Ceramic Shield coating, which, according to Apple, triples scratch resistance and withstands drops of up to two meters. The edges have been reduced by 20% compared to the previous generation, resulting in a larger usable screen area without increasing the physical dimensions of the devices. Nos Pro models, the camera bar has been redesigned in a horizontal format, better distributing weight and optimizing balance. Dynamic Island has also been improved to provide smoother interactions with notifications and running apps. The color palette has been renewed, including options such as space black, cloud white, light gold and sky blue, with finishes that better resist fingerprints.
A19 Pro chip boosts performance
The heart of the new lineup is the A19 Pro chip, manufactured using a 3-nanometer process that offers up to a 30% increase in CPU speed over its predecessor. Esse advancement allows you to perform complex tasks, such as editing 4K videos and using artificial intelligence applications, simultaneously and without interruptions. The enhanced GPU, with second-generation dynamic cache technology, doubles graphics calculation rates, delivering a superior experience in graphics-intensive games and ensuring stable frame rates at high resolutions. Neural Engine has also been optimized to support iOS 26’s new AI features like real-time speech processing and faster, more secure facial recognition.
To manage the heat generated by this power, the Pro models have an integrated vapor chamber, which prevents overheating during prolonged use. In terms of memory, the Pro models come with 12GB of RAM to handle the demands of professional applications. The energy efficiency of the A19 Pro also contributes to greater battery life, with the iPhone 17 Pro Max achieving up to 39 hours of video playback with its 5,000 mAh cell. Fast charging has been improved to 35W, reducing recharge times by 20% compared to the iPhone 16 line.
Cameras that capture exceptional detail
The camera system has received one of the biggest updates in iPhone history. Todos the four models now have a 48 megapixel main sensor, which captures more light and offers sharper images with more vibrant colors, especially in low light conditions.
The iPhone 17 models Pro and Pro Max stand out with a new 48-megapixel telephoto lens, which offers up to 8x optical zoom, allowing you to photograph distant objects without loss of quality. The ultra-wide lens has also been upgraded to 48 MP, capturing expansive landscapes and details in macro mode.
The front camera has been increased to 24 megapixels and now includes optical image stabilization, ensuring clearer selfies and more stable video calls. The Center Stage feature uses artificial intelligence to maintain perfect framing, even with multiple people in the scene.
When recording videos, improvements include support for Spatial Audio and an advanced wind noise reduction system, improving audio quality in external recordings. iOS 26 introduces AI-based editing tools like removing unwanted objects directly in the Fotos app.
Fluid screens with universal ProMotion
For the first time, ProMotion technology with an adaptive refresh rate of 120Hz is available across the entire iPhone 17 line, providing a more fluid and responsive user experience. The screen dynamically adjusts from 1Hz to 120Hz, optimizing power consumption when displaying static content.
The LTPO OLED screens reach a peak brightness of 3,000 nits, ensuring excellent visibility even in direct sunlight, and feature a new anti-reflective coating. The Always-On Display is enhanced with interactive widgets and Live Activities support, displaying relevant information without needing to unlock the device.
Affordable prices and sales schedule
The Apple maintained a competitive pricing strategy, with the base storage of all models being increased to 256 GB. The standard iPhone 17 will launch for $799, while the new iPhone 17 Air will start at $950.
The Pro models start at $1,250 for the iPhone 17 Pro. Storage options extend up to 1 TB for users who need more space. The company also offers financing and trade-in programs to facilitate the acquisition of new devices.
Global pre-orders will begin on September 12th, with the devices officially hitting stores on September 19th in major markets. Availability will expand to other regions, including Brasil, starting in October.
Ecosystem strengthened with new accessories
The event also served as the stage for the launch of new accessories that complement the Apple ecosystem. The Apple Watch Series 11 was introduced with improved health sensors, while the Apple Watch Ultra 3 arrives with a larger screen and improved satellite connectivity.
The AirPods Pro 3 were also revealed, bringing smarter adaptive noise cancellation and personalized spatial audio. Novos TechWoven cases and MagSafe chargers with faster recharge speeds were announced, integrating perfectly with the new iPhone 17 line.
Commitment to sustainability
Apple reinforced its environmental commitment by highlighting that the structure of the iPhone 17 Air is made with 80% recycled titanium and that the batteries across the entire line use 95% recycled cobalt. Packaging has been redesigned to be 100% plastic-free, and manufacturing processes have been optimized to reduce water consumption and carbon footprint, aligning with the company’s goal of becoming carbon neutral by 2030.
