Apple has officially unveiled the iPhone 17, iPhone 17 Pro, and the brand-new iPhone 17 Air at its September 2025 event. As always, the announcements sparked excitement, curiosity, and a few question marks. After attending the keynote and going hands-on, here are my first impressions and key takeaways from Apple’s latest flagship lineup.
iPhone 17 – Promotion Comes to the Base Model
The iPhone 17 is Apple’s most approachable model this year, and while the design remains largely unchanged, it finally gains two long-awaited upgrades:
- 120Hz ProMotion Display – For the first time, ProMotion is available across all iPhones, not just the Pro models. The adaptive refresh rate (1–120Hz) makes scrolling smoother and everyday use noticeably better.
- Upgraded Selfie Camera – Apple introduced a new 24MP square selfie sensor. This allows both portrait and landscape selfies without awkward angles. The camera intelligently crops to deliver an 18MP vertical or horizontal shot, and it works surprisingly well for group selfies.
Other notable updates include:
- Brighter display up to 3,000 nits
- A19 chip with ~20% faster CPU and better efficiency
- Slightly longer battery life compared to iPhone 16
- New base storage of 256GB
Overall, the iPhone 17 feels like the most polished non-Pro iPhone in years. ProMotion alone makes it significantly more enjoyable to use, while the new selfie camera could quietly become the star feature.
iPhone 17 Pro – Bigger Battery, Better Zoom, and Bold New Design
If I had to summarise the iPhone 17 Pro, I’d say: better zoom, more battery, and a splash of orange.
Design & Build
- Available in Cosmic Orange, Deep Blue, and Silver (sadly no black this year)
- A bold new “Plateau” camera bar stretches across the top, reminiscent of Google’s Pixel visor. This isn’t just for looks — Apple has rearranged internal components, moving the logic board and A19 Pro chip into the bar to free up space for a larger battery.
- The frame switches back to unibody aluminium for better thermal performance. Combined with a new vapor chamber cooling system, Apple claims 40% better sustained performance during heavy tasks like gaming or video rendering.
Battery
Apple quotes 39 hours of video playback, compared to 33 hours on the iPhone 16 Pro Max. That’s roughly a 10–15% battery life increase — a very welcome upgrade.
Cameras
The highlight is a new 48MP 4x telephoto zoom camera. While last year’s Pro Max had a 5x lens, it was only 12MP. The larger, higher-resolution sensor this year means sharper zoom shots and more flexibility when cropping.
Other features include:
- Same new selfie camera as the iPhone 17
- Brighter ProMotion display
- Support for Genlock sync, ProRes RAW video, and advanced pro-level photography tools
The iPhone 17 Pro is clearly built for creators, professionals, and anyone who wants the best Apple has to offer.
iPhone 17 Air – Apple’s Thinnest iPhone Ever
Then there’s the surprise of the event: the iPhone 17 Air. No number, just “Air.” Apple is going all-in on thinness here, and the results are striking.
Design
- Just 5.6mm thin, making it the slimmest iPhone ever
- 6.5-inch ProMotion display
- Titanium unibody design
- Same new selfie camera as the rest of the lineup
- A single 48MP Fusion rear camera (similar to iPhone 17)
Performance
It runs on the A19 Pro chip, slightly modified with one fewer GPU core for efficiency. However, because there’s no vapor chamber cooling and little room for thermal management, the Air could heat up and throttle faster during demanding tasks.
The Trade-Offs
- Smaller battery (Apple promises “all-day battery,” but real-world testing will tell a different story)
- No millimeter-wave 5G support
- eSIM only worldwide — no SIM tray
- Starting price: $999, replacing the Plus model
Apple also announced a dedicated MagSafe battery pack for the iPhone Air, which says a lot about its likely endurance.
In short: the iPhone 17 Air is visually stunning and incredibly thin, but its compromises in battery life, durability, and thermal performance make it a tough sell compared to the iPhone 17 or 17 Pro.
Other Announcements
Alongside the iPhones, Apple also revealed:
- AirPods Pro 3 – Improved ANC (twice as effective), IP57 water resistance, and heart-rate tracking during workouts, still at $249.
- Apple Watch Series 11 – Now with 5G support and possible hypertension detection.
- Apple Watch Ultra 3 – Slimmer bezels, LTPO3 display, and longer battery life.
Final Thoughts – Which iPhone Should You Buy?
- iPhone 17: The best value for most users, with ProMotion and the new selfie camera making a real difference.
- iPhone 17 Pro: The choice for creators and power users, with major camera and battery upgrades.
- iPhone 17 Air: A design experiment. Beautifully thin, but with compromises that may outweigh its appeal for most buyers.
Apple is clearly experimenting with the lineup, and while not every idea will stick, the iPhone 17 series feels like one of the strongest lineups we’ve seen in years.