Apple has officially introduced the iPhone 17 Pro and iPhone 17 Pro Max, its most advanced smartphones to date, combining a striking redesign with significant leaps in performance, camera technology, and battery life.

Both models are powered by the A19 Pro chip, the most powerful and efficient processor Apple has ever built for iPhone. The new silicon not only enables professional-grade camera capabilities but also elevates mobile gaming and brings Apple Intelligence to a broader range of everyday tasks. To maximize efficiency, Apple has integrated a custom-designed vapor chamber, laser-welded into a durable and lightweight aluminum unibody that enhances thermal conductivity. This design approach ensures consistent performance while also contributing to the device’s extended battery life.

On the photography front, the iPhone 17 Pro series makes its boldest step yet. The devices boast three 48-megapixel Fusion cameras — Main, Ultra Wide, and a newly developed Telephoto lens. Collectively, they deliver the equivalent of eight distinct focal lengths, catering to both casual users and professional creators. For the first time on iPhone, users can experience an 8x optical-quality zoom, marking the longest telephoto reach Apple has ever achieved. Adding to this setup is an innovative 18-megapixel Center Stage front camera, designed to capture sharper, more vibrant selfies and video calls.

Video professionals will also find plenty to appreciate. The iPhone 17 Pro lineup introduces ProRes RAW, Apple Log 2, and genlock support, bridging the gap between smartphones and high-end film production gear. With these features, Apple positions the iPhone as a versatile tool for content creators, capable of integrating seamlessly into both large studio setups and solo projects.

Durability has also received a significant upgrade. Both the iPhone 17 Pro and Pro Max feature Ceramic Shield 2 on the front display, which Apple claims delivers three times better scratch resistance than before. For the first time, Ceramic Shield also extends to the back of the device, providing added protection without compromising the premium finish.

Speaking of finishes, the new Pro models will be available in three elegant colours: deep blue, cosmic orange, and silver. Pre-orders for both models begin on Friday, September 12, with availability rolling out to customers worldwide on Friday, September 19.

Greg Joswiak, Apple’s senior vice president of Worldwide Marketing, emphasized the significance of this launch, stating, “iPhone 17 Pro is by far the most powerful iPhone we’ve ever made, with a stunning new design rebuilt from the inside out to maximize performance and deliver an enormous leap in battery life. With three 48MP Fusion cameras, a new Center Stage front camera experience, and pro-level video features, the creative opportunities are endless. iPhone 17 Pro sets a new standard for the smartphone industry and is a massive upgrade for our most demanding users.”

With the iPhone 17 Pro and Pro Max, Apple is making a clear statement: the future of smartphones is here, and it is designed for both power users and creative professionals alike.