Major upgrades in design and performance

While the ultra-slim iPhone Air stole some early attention, the spotlight ultimately remained on Apple’s top-tier duo: the iPhone 17 Pro and 17 Pro Max. These new models maintain their place as Apple’s most premium smartphones - offering industry-leading performance without compromising on form.

The chassis is crafted from solid aluminum alloy with precision machining, enhancing durability. The front continues to feature Ceramic Shield for screen protection.

Due to the all-metal frame, Apple had to incorporate a dedicated ceramic pad on the back to enable MagSafe wireless charging.

The front-facing camera now supports Center Stage, a feature that automatically adjusts the frame during video calls as users move or as others join the call.

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iPhone 17 Pro. Photo: CNET

The most noticeable visual change is the rear camera module. Abandoning the iconic diagonal square layout, Apple has adopted a horizontal bar stretching across the entire back. The LiDAR sensor and flash are offset to one side, creating a clean, modern look.

Apple claims this is the most advanced camera system ever on an iPhone. All three rear cameras offer 48MP resolution, covering wide, ultra-wide, and telephoto perspectives. The front camera now boasts 18MP, enhanced with AI features for both photo and video optimization.

This horizontal module makes the iPhone 17 Pro resemble the Google Pixel line more than past iPhones, but it also improves internal space management and component layout.

Powering the devices is the A19 Pro chip - Apple’s latest processor, designed not only for performance boosts but also for seamless integration with Apple Intelligence, the company’s new AI framework deeply embedded into iOS.

To tackle thermal concerns, both Pro models are equipped with vapor chamber cooling, ensuring sustained performance even during intense tasks.

A hot topic of discussion is the new "cosmic orange" variant. While early leaks suggested a dull, unattractive tone, the final product appears brighter and more appealing in person. Still, reactions are mixed, especially when compared to the classic white and black options.

Apple confirmed that the iPhone 17 Pro Max houses the largest battery ever in an iPhone, though specific capacity figures were not disclosed.

While many Android rivals have long embraced 5,000mAh batteries, Apple typically relies on software optimization to maximize battery life. This year, the company is taking a hybrid approach, combining both hardware and software improvements for better battery performance.

Pricing and availability

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iPhone 17 Pro. Photo: Apple

The iPhone 17 Pro lineup comes with a price hike over last year’s models, but Apple has doubled the default storage to 256GB.

The iPhone 17 Pro starts at $1,099, while the iPhone 17 Pro Max begins at $1,199, both offering 256GB of storage. Pre-orders open on September 12, and retail availability begins on September 19 at Apple Stores.

Apple also announced pricing for its other 2025 models: iPhone 17 starts at $799, while iPhone Air is priced at $999.

More than just an annual upgrade, the iPhone 17 Pro and Pro Max represent a bold reimagining of the iPhone’s design and structure. Features like vapor chamber cooling, the A19 Pro chip, a redesigned horizontal camera module, larger battery, and default 256GB storage position these models as some of the most advanced iPhones ever.

Despite debates over the orange finish, the iPhone 17 Pro and 17 Pro Max are shaping up to deliver Apple’s most distinct iPhone experience in years. With elevated pricing justified by meaningful innovation, these devices are likely to become instant sell-outs when they hit shelves.

Hai Phong