Apple has lifted the veil on its iPhone 17 Pro, revealing a host of new features and improvements, including a new design, new camera features, an evaporative cooling system, and much more.
The tech giant unveiled all the latest iPhone news at its September apple event 2025 today. In addition to a first look at the thinner and more durable iPhone Air, today’s event focused on the iPhone 17, promising Apple fans that all the new devices will be available to pre-order starting this Friday, September 12, with the iphone 17 pro max release date set to follow a week later on September 19.
Apple is calling its iPhone 17 Pro and Pro Max the “most powerful iPhone models ever.” This is due to their “unibody, hot-forged aluminum body” with ceramic shielding that should offer users greater durability, as well as longer battery life and better performance across the board.
Under the hood is the much-talked-about laser-welded vapor chamber cooling system, designed to distribute heat more efficiently and maintain performance for longer.
“Deionized water is sealed inside the vapor chamber, which is laser-welded into the aluminum chassis,” said Greg “Joz” Joswiak, Apple’s senior vice president of Worldwide Marketing, during the iphone 17 pro max release date unveiling at the Apple event. “This efficiently removes heat from the components, resulting in higher sustained performance. The vapor chamber strategically directs heat through the system, where it is efficiently dissipated and released by the forged aluminum unibody enclosure.”
While broader improvements like battery life and performance will allow iPhone 17 Pro users to enjoy uninterrupted use of their phone, Apple is particularly proud of the device’s camera features. All three rear lenses are, for the first time, 48-megapixel fused cameras, with up to 8x optical zoom. The iPhone maker describes all of its improved camera features by saying it’s “like having 8 professional lenses in your pocket.”
While the base iPhone 17 starts at €969 ($799 in the US) for the 256GB model, the iPhone 17 Pro 256GB iphone 17 price will be at €1,329 ($1,099 in the US), while the iPhone 17 Pro Max 256GB is available for €1,479 ($1,199 in the US). Apple is also offering a 2TB version of the Pro Max for the first time, priced at €2,479.
The iPhone 17 Pro and Pro Max models will be available in three colors: silver, cosmic orange, and intense blue.
