“Today we are taking the biggest leap forward for iPhone,” said Apple CEO Tim Cook as he introduced the company’s latest smartphones at its annual September event. The centerpiece of the presentation was the brand-new iPhone 17 Air, described as the thinnest iPhone ever released and a device intended to reset expectations across the industry.
The new Air model is just 5.6 millimeters thick yet incorporates a 6.5-inch OLED display. It replaces last year’s iPhone 16 Plus, a device that failed to capture wide consumer interest, and Apple hopes the radical redesign will resonate with users looking for lightness without compromise in performance. Powered by the A19 Pro chip, also used in the Pro devices, the iPhone 17 Air is positioned as both sleek and durable.
Focus on battery and eSIM transition
One of the key questions around ultra-thin devices is battery life. Apple engineers emphasized that the internal design was re-engineered to maximize the available space, allowing for a new silicon-carbon battery that promises a full day of usage. The company also confirmed that the Air, like the entire iPhone 17 series, supports only eSIM technology—a shift that aligns with Apple’s long-term plan to move away from physical SIM cards globally.
The camera system reflects the minimalist design: a single 48-megapixel lens paired with an integrated telephoto option. While less versatile than the triple-lens Pro lineup, Apple insists it balances compactness with competitive image quality.
Pro and Pro Max: stronger performance and new design language
The premium iPhone 17 Pro and Pro Max devices were also revealed, featuring a redesigned rear camera module, improved heat dissipation, and the new A19 Pro processor. Apple claims a 40% performance boost compared with the previous generation. Interestingly, the Pro line will be available only in silver, blue, and orange finishes, breaking with the company’s tradition of offering black or space gray options.
Screen sizes are set at 6.3 inches for the Pro and 6.9 inches for the Pro Max, both equipped with Apple’s ProMotion OLED panels supporting refresh rates up to 120 Hz.
The standard iPhone 17 also sees meaningful upgrades
For consumers who opt for the entry model, the iPhone 17 now includes ProMotion display technology and a refined dual-camera system. These enhancements bring features once limited to high-end models into the base version, signaling Apple’s effort to strengthen value across the lineup.
Beyond phones: new Apple Watch and AirPods
In addition to smartphones, Apple introduced several wearable updates. The Apple Watch Ultra 3 boasts an expanded battery and health features including blood pressure notifications and advanced sleep tracking. The Apple Watch Series 11 adopts many of the same tools, while the SE version continues as a more affordable entry point.
Apple also spotlighted the AirPods Pro 3, whose standout feature is real-time translation powered by Apple Intelligence. Initially supporting English, German, French, Portuguese, and Spanish, the tool allows spoken words to appear instantly in another language on a paired iPhone. The earbuds also introduce heart-rate and calorie-tracking sensors, broadening their role into fitness monitoring.
Pricing and availability
Pre-orders for the iPhone 17 family begin on September 12, with global deliveries scheduled for September 19. Prices will remain close to last year’s levels:
- iPhone 17: around €899
- iPhone 17 Air: just over €1,000 for the 256 GB edition
- iPhone 17 Pro Max: up to €1,300
By combining bold design shifts, performance upgrades, and expanded health and AI capabilities, Apple aims to position the iPhone 17 series as a significant step forward in both hardware and ecosystem integration.
