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Apple Unveils iPhone 17 Pro and iPhone 17 Pro Max with Bold New Design and Breakthrough Performance


Cupertino, California — Apple today announced the launch of iPhone 17 Pro and iPhone 17 Pro Max, introducing a striking redesign paired with a dramatic leap in performance. Powered by the new A19 Pro chip, Apple’s most powerful and efficient processor yet, the devices unlock advanced camera innovations, next-level mobile gaming, and seamless Apple Intelligence features.

The iPhone 17 Pro lineup is engineered with an Apple-designed vapor chamber, laser-welded into a lightweight, durable, and highly conductive aluminum unibody. This design not only boosts performance but also delivers the longest battery life ever on an iPhone.

Advanced Camera Systems

The new 48MP Fusion camera trio — Main, Ultra Wide, and an all-new Telephoto — provides the versatility of eight lenses in one device. For the first time, iPhone offers 8x optical-quality zoom, the longest ever on Apple’s smartphones. On the front, the innovative 18MP Center Stage camera enhances selfies and video calls with professional-grade quality.

For filmmakers and content creators, the iPhone 17 Pro series introduces industry-first video tools like ProRes RAW, Apple Log 2, and genlock, making it easier than ever to integrate iPhone into both large-scale and independent productions.

Tougher and More Durable

Both models debut Ceramic Shield 2 on the front, offering triple the scratch resistance of previous designs. And for the first time, Ceramic Shield also protects the back of the iPhone, giving it unmatched durability.

Colors and Availability

The iPhone 17 Pro and Pro Max are available in three stunning new finishes: Deep Blue, Cosmic Orange, and Silver. Customers can place pre-orders starting Friday, September 12, with availability beginning Friday, September 19.


A Redesigned Structure for Greater Sustained Performance

The iPhone’s new brushed aluminum unibody is engineered from aerospace-grade 7000-series aluminum alloy, combining strength with lightness. This refined construction delivers the most efficient thermal performance ever in an iPhone, ensuring smoother operation even during demanding tasks.

On the back, a raised plateau design creates additional space inside the device, allowing for a larger battery and improved overall efficiency. Meanwhile, the antenna system is seamlessly integrated along the perimeter, delivering the most powerful and reliable wireless performance ever on an iPhone.

Redesigned for Superior Sustained Performance

The latest iPhone features a brushed aluminum unibody, precision-crafted from aerospace-grade 7000-series aluminum alloy. Strong yet lightweight, this advanced material enables the best thermal management ever on an iPhone, keeping performance consistent even under heavy workloads.

A newly introduced plateau back design creates extra internal space, making room for a larger battery and enhancing overall efficiency. In addition, the perimeter-integrated antenna system delivers Apple’s fastest, most reliable wireless connectivity to date, ensuring seamless performance wherever you go.


Stunning Display with Unmatched Durability

The new iPhone comes in 6.3-inch and 6.9-inch sizes, each featuring a brilliant Super Retina XDR display. Protected by Ceramic Shield 2 — stronger than any other smartphone glass or glass-ceramic — the display now includes an Apple-designed coating that offers 3x better scratch resistance and enhanced anti-reflective properties to minimize glare.

These vibrant displays support ProMotion up to 120Hz, Always-On functionality, and deliver an incredible 3000 nits of peak outdoor brightness, the highest ever on an iPhone. Outdoor visibility is further improved with 2x better contrast, ensuring clarity even in bright sunlight.

For the first time, Ceramic Shield also extends to the back of the device, offering 4x greater crack resistance compared to the glass backs of earlier models.


A19 Pro: Apple’s Most Powerful and Efficient Chip Yet

At the heart of the iPhone 17 Pro and iPhone 17 Pro Max is the groundbreaking A19 Pro chip, Apple’s most advanced processor to date. Combined with a custom Apple-designed vapor chamber, the A19 Pro delivers up to 40% better sustained performance compared to the previous generation — making it perfect for gaming, video editing, and running complex local AI models.

The 6-core CPU is the fastest ever in a smartphone, while the new 6-core GPU introduces Neural Accelerators in every core, a larger cache, and expanded memory over the A18 Pro. Working seamlessly with a 16-core Neural Engine, this architecture powers advanced AI features, console-quality graphics, and AAA gaming titles like Arknights: Endfield. Users can now experience hardware-accelerated ray tracing and higher frame rates on mobile like never before.

The iPhone 17 series also debuts the N1 chip, Apple’s next-generation wireless networking processor. Supporting Wi-Fi 7, Bluetooth 6, and Thread, N1 not only enables the latest connectivity standards but also enhances the performance and reliability of everyday features such as Personal Hotspot and AirDrop.

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