Apple unveils iPhone 17 Pro and iPhone 17 Pro Max, the most powerful and advanced Pro models ever -

Apple unveils iPhone 17 Pro and iPhone 17 Pro Max, the most powerful and advanced Pro models ever.

With an all-new design powered by A19 Pro, the Apple iPhone 17 Pro features the best-ever performance, camera systems, and battery life in an iPhone.

Apple has introduced iPhone 17 Pro and iPhone 17 Pro Max with a striking new design that delivers a dramatic leap in performance. Both models feature A19 Pro, the most powerful and efficient chip for iPhone yet, enabling the advanced camera systems, next-level mobile gaming, and Apple Intelligence. Built with an Apple-designed vapour chamber that is laser-welded into a strong, light, and thermally conductive aluminium unibody, iPhone 17 Pro and iPhone 17 Pro Max deliver Apple’s best-ever performance and an enormous leap in battery life. Three 48MP Fusion cameras — Main, Ultra Wide, and an all-new Telephoto — offer the equivalent of eight lenses, including the most extended optical-quality zoom ever on iPhone at 8x. The innovative 18MP Centre Stage front camera takes selfies to the next level. With new industry-first video features built for pro filmmakers and content creators, including ProRes RAW, Apple Log 2, and genlock, iPhone integrates even more seamlessly into the most prominent and smallest of productions. Both models feature the Ceramic Shield 2 front cover, which offers 3x better scratch resistance. Additionally, for the first time, Ceramic Shield protects the back of the iPhone.

iPhone 17 Pro and iPhone 17 Pro Max are available in three beautiful new finishes — deep blue, cosmic orange, and silver. Pre-orders begin on Friday, September 12, with availability starting on Friday, September 19.

“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 maximise performance and deliver an enormous leap in battery life,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing. “With three 48MP Fusion cameras, a new Centre 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.”

A New Design for Higher Sustained Performance

The new brushed aluminium unibody design is crafted with a lightweight aerospace-grade 7000-series aluminium alloy to deliver the best-ever thermal performance in an iPhone. On the back, the plateau creates additional space for internal components — making room for a larger battery. The antennas are integrated around the perimeter for the highest-performing antenna system ever in an iPhone.

The new internal architecture features an Apple-designed vapour chamber to enhance heat dissipation and performance. Deionised water is sealed inside the vapour chamber, which is laser-welded into the aluminium chassis to move heat away from the powerful A19 Pro, allowing it to operate at even higher performance levels. The heat is carried into the forged aluminium unibody, where it is distributed evenly through the system, managing power and surface temperatures to deliver incredible performance while remaining comfortable to hold. The unibody design creates space for a larger battery, and with the efficiency of A19 Pro and advanced power management of iOS 26, iPhone 17 Pro Max offers the best battery life ever in an iPhone. And, both models can charge 50 per cent in 20 minutes with an optional high-wattage USB-C power adapter like Apple’s new 40W Dynamic Power Adapter with 60W Max.¹

A Gorgeous Display and Industry-Leading Durability

Available in 6.3-inch and 6.9-inch sizes, the Super Retina XDR display is protected by Ceramic Shield 2, which is tougher than any smartphone glass or glass-ceramic. It features a new Apple-designed coating for 3x better scratch resistance and improved anti-reflectivity to reduce glare. The gorgeous displays feature ProMotion up to 120Hz, Always-On, and 3000 nits of peak outdoor brightness — the highest ever on iPhone — and 2x better outdoor contrast. For the first time, Ceramic Shield protects the back of the devices, delivering 4x better resistance to cracks than the back glass on previous models.

A19 Pro: The Most Powerful and Efficient iPhone Chip Ever

A19 Pro is Apple’s most capable iPhone chip yet. When paired with the Apple-designed vapour chamber, A19 Pro enables iPhone 17 Pro and iPhone 17 Pro Max to deliver up to 40 per cent better sustained performance than the previous generation — ideal for gaming, video editing, and running large local language models. The 6-core CPU is the fastest CPU in any smartphone, and the 6-core GPU architecture includes Neural Accelerators built into each GPU core, a larger cache, and more memory than the A18 Pro. The GPU works in tandem with the new 16-core Neural Engine to power Al models, stunning graphics, and AAA gaming titles like Arknights: Endfield, enabling hardware-accelerated ray tracing and higher frame rates.³

The iPhone 17 lineup also introduces N1, a new Apple-designed wireless networking chip that enables Wi-Fi 7, Bluetooth 6, and Thread. In addition to powering the latest generation of wireless technologies, N1 enhances the overall performance and reliability of features such as Personal Hotspot and AirDrop.

A Pro Camera System for More Creative Possibilities

The iPhone 17 Pro and iPhone 17 Pro Max feature Apple’s best-ever camera systems, with higher-resolution sensors front and back — equivalent to having eight professional lenses in a user’s pocket. Three 48MP Fusion cameras capture sharper and more detailed images. A new 48MP Telephoto camera features a next-generation tetraprism design with a sensor that is 56 per cent larger than the previous generation, improving sharpness in bright light and capturing more detail in darker shots. The new 4x optical zoom at 100mm offers a classic lens for portraiture, while the 8x optical zoom at 200mm, the longest ever on iPhone, provides longer reach and more creative choices. With the updated Photonic Engine, the image pipeline uses more machine learning to preserve natural detail, reduce noise, and provide significantly improved colour accuracy. Digital zoom also increases up to 40x for photos, and users have even more options for customising their photos with next-generation Photographic Styles, including a new Bright style available in iOS 26 that brightens skin tones and applies a pop of vibrance across the image.⁴

iPhone 17 Pro and iPhone 17 Pro Max introduce a brand-new Centre Stage front camera that advances the photo and video experience. The Centre Stage front camera features the first square front camera sensor on iPhone, offering a wider field of view and higher resolution — up to 18MP for photos — to capture more detail. Users can now take pictures and videos in portrait or landscape while holding their iPhone vertically. For group selfies, Centre Stage for photos uses AI to expand the field of view automatically and can rotate from portrait to landscape to include everyone in the frame. The Centre Stage front camera also enables ultra-stabilised video in 4K HDR, and users can now record on the front and rear cameras simultaneously with Dual Capture — perfect for speaking directly to the camera while documenting behind-the-scenes action. During calls over FaceTime or third-party apps, Centre Stage for video calls keeps users stable and positioned in frame.

Industry-Leading Video Capabilities

With powerful features like Dolby Vision HDR recording, 4 K at 120 fps, ProRes Log, and support for ACES, the iPhone already leads the industry in smartphone video capture. iPhone 17 Pro and iPhone 17 Pro Max unlock even more creative possibilities as the first smartphones to support ProRes RAW, Log 2, and genlock, a technique used to synchronise video across multiple cameras and inputs precisely. This helps creatives achieve accurate, professional-looking transitions and advanced creative techniques without the need for hours of manual frame-by-frame alignment. Genlock is supported by the new Blackmagic Design Camera ProDock, and ProRes RAW is supported by Final Cut Camera and Blackmagic Camera, with APIs available to developers.

Featuring iOS 26 with New Apple Intelligence Capabilities

iOS 26 elevates the iPhone experience with a beautiful new design, powerful Apple Intelligence capabilities, and meaningful improvements to the apps users rely on every day. The new design with Liquid Glass makes apps and system experiences more expressive and delightful, bringing greater focus to content while keeping iOS instantly familiar. Apple Intelligence now translates text and audio on the go with Live Translation, helping users communicate across languages in Messages, FaceTime, and Phone.⁵ Updates to visual intelligence allow users to capture a screenshot and easily search or take action on anything they are viewing on their iPhone screen.⁶ The on-device foundation model at the core of Apple Intelligence is available to all developers, with apps already offering new intelligent, privacy-protected experiences that can even be used when offline. New screening tools for calls and messages help eliminate distractions, allowing users to focus on the conversations that matter most. iOS 16 also introduces new features in CarPlay, Apple Music, Maps, and Wallet, as well as Apple Games, a brand-new app that provides players with a single destination for all their games.

Beautiful New Accessories

iPhone 17 Pro and iPhone 17 Pro Max introduce new accessories:

The TechWoven Case features a new technical woven fabric that utilises multiple coloured yarns, creating a dimensional texture and rich depth of colour. A protective coating provides resistance to scratches and stains. TechWoven cases will be available in five colours: black, blue, purple, sienna, and green.

The iPhone 17 Pro Clear Case with MagSafe is crafted from a blend of clear polycarbonate and flexible materials, featuring a scratch-resistant coating on both the interior and exterior.

The Silicone Case with MagSafe will be available in six beautiful colours: orange, terra cotta, neon yellow, purple fog, midnight, and black.

The new Crossbody Strap can be paired with the TechWoven Case and Silicone Case, giving users a hands-free way to wear their iPhone. Crafted from 100% recycled yarn, the smooth strap drapes comfortably, with embedded flexible magnets and stainless steel sliding mechanisms that adjust the length and keep both straps securely aligned with ease. The Crossbody Strap will be available in 10 colours: black, light grey, blue, light blue, purple, sienna, green, neon yellow, tan, and orange.

iPhone 17 Pro and the Environment

Apple 2030 is the company’s ambitious plan to achieve carbon neutrality across its entire footprint by the end of this decade, focusing on reducing product emissions from its three primary sources: materials, electricity, and transportation. iPhone 17 Pro and iPhone 17 Pro Max are made with 30 per cent recycled content, including 100 per cent recycled cobalt in the battery and 100 per cent recycled gold plating in all Apple-designed printed circuit boards. Both models are manufactured using 40 per cent renewable electricity, such as wind and solar, throughout the supply chain. They are also designed to be durable, repairable, and offer industry-leading software support, while meeting Apple’s high standards for energy efficiency and safe chemistry. The paper packaging is 100% fibre-based and can be easily recycled.

Pricing and Availability

The iPhone 17 Pro will be available in double the entry storage options, including 256GB, 512GB, and 1TB. iPhone 17 Pro Max will be available in 256GB, 512GB, 1TB, and for the first time, 2TB storage capacities. Available in cosmic orange, deep blue, and silver, iPhone 17 Pro starts at £1,099 (U.S.), and iPhone 17 Pro Max starts at £1,199.

Apple offers great ways to save and upgrade to the latest iPhone models.⁷Customers can take advantage of carrier deals by visiting the Apple Store online or an Apple Store location. For carrier deal eligibility requirements and more details, see apple.com/shop/buy-iphone/carrier-offers. To determine the value of their device and view trade-in terms and conditions, customers can visit apple.com/shop/trade-in.

Customers in more than 63 countries and regions, including Australia, Canada, China, Colombia, France, Germany, India, Japan, Malaysia, Mexico, Singapore, South Korea, Thailand, Türkiye, the UAE, the UK, the U.S., and Vietnam, will be able to pre-order iPhone 17 Pro and iPhone 17 Pro Max beginning at 5 a.m. PDT this Friday, September 12, with availability beginning Friday, September 19. The iPhone 17 Pro and iPhone 17 Pro Max will be available in 22 additional countries and regions starting Friday, September 26.

iOS 26 will be available as a free software update on Monday, September 15. Some features may not be available in all languages or regions, and availability may vary due to local laws and regulations. For more information about availability, visit apple.com.

Apple Intelligence is available in beta with support for the following languages: English, French, German, Italian, Portuguese (Brazil), Spanish, Chinese (Simplified), Japanese, and Korean. More languages will be added by the end of this year, including Danish, Dutch, Norwegian, Portuguese (Portugal), Swedish, Turkish, Chinese (traditional), and Vietnamese. Some features may not be available in all regions or languages. For feature and language availability, system requirements, and more, see support.apple.com/en-us/121115.

Apple is extending free access to satellite features for an additional year for existing iPhone 14 and iPhone 15 users. The free trial will be extended for iPhone 14 and iPhone 15 users who have activated their device in a country that supports Apple’s satellite features before 12 a.m. PT on September 9, 2025. For satellite feature availability, visit support.apple.com/en-us/105097.

A TechWoven Case with MagSafe will be available for £59, a Clear Case will be available for £49, a Silicone Case with MagSafe will be available for £49, and a Crossbody Strap will be available for £59. A FineWoven Wallet with MagSafe will also be available for £59 in black, navy, midnight, purple, fox orange, and moss.

The Apple-designed 40W Dynamic Power Adapter with a maximum output of 60W will be available for £39. A Qi-certified MagSafe Charger will also be available in a 1-meter length for £39 or a 2-meter length for £49.

AppleCare delivers exceptional service and support, with flexible options for Apple users. Customers can choose AppleCare+ to cover their new iPhone, or in the U.S., AppleCare One to protect multiple products in a straightforward plan. Both plans include coverage for accidents like drops and spills, theft and loss protection on eligible products, battery replacement service, and 24/7 support from Apple Experts. For more information, visit apple.com/applecare.

iCloud+ plans start at just £0.99 per month, providing additional storage to keep photos, videos, files, and more safe in the cloud and accessible across devices. iCloud+ also provides access to premium features, including event creation in the Apple Invites app, as well as Private Relay, Hide My Email, Custom Email Domains, and HomeKit Secure Video. With Family Sharing, users can share their subscription with up to five other family members at no additional cost.

Customers who purchase iPhone 17 Pro and iPhone 17 Pro Max may receive three free months of Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and Apple TV+ with a new subscription. Offer and service availability vary by region. See apple.com/promo for details.

About Apple: Apple revolutionised personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, AirPods, Apple Watch, and Apple Vision Pro. Apple’s six software platforms — iOS, iPadOS, macOS, watchOS, tvOS, and visionOS — provide seamless experiences across all Apple devices, empowering people with breakthrough services, including the App Store, Apple Music, Apple Pay, iCloud, and Apple TV+. Apple’s more than 150,000 employees are dedicated to making the best products on earth and to leaving the world better than we found it.

The 40W Dynamic Power Adapter with a maximum of 60W will be available in Canada, China (mainland), Japan, Mexico, Taiwan, the Philippines, and the U.S.
The display has rounded corners that follow a beautiful curved design, and these corners are within a standard rectangle. When measured as a standard rectangular shape, the screen is 6.27 inches (iPhone 17 Pro) or 6.85 inches (iPhone 17 Pro Max) diagonally. The actual viewable area is smaller.
Arknights: Endfield will be available in early 2026.
The new Bright Photographic Style will be available in iOS 26 on iPhone 16, iPhone 16 Plus, iPhone 16 Pro, iPhone 16 Pro Max, iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max.
Live Translation in Messages supports English (U.S., UK), French (France), German, Italian, Japanese, Korean, Portuguese (Brazil), Spanish (Spain), and Chinese (simplified). Live Translation in Phone and FaceTime is available for one-on-one calls in English (U.S., UK), French (France), German, Portuguese (Brazil), and Spanish (Spain).
Visual intelligence is available on any iPhone with Apple Intelligence. Some capabilities may not be available in all languages and regions. For more details, see support.apple.com/en-us/121115#visual-intelligence.
Trade-in values will vary based on the condition, year, and configuration of the eligible device being traded in.

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