iPhone 17 Pro and Pro Max promise longer battery life and a sun-optimized display

Apple is set to launch the iPhone 17 lineup at an event scheduled for September 9, 2025, at its headquarters in Cupertino, California. The new smartphone series, comprising four models—iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max—promises innovations in design, performance, and energy efficiency. The Pro and Pro Max models stand out with significant improvements in display, battery, and thermal architecture, meeting consumer demands for more robust and versatile devices. The event, named “Awe Dropping,” will also showcase updates to accessories like Apple Watch and AirPods and will be streamed live. Despite promises to absorb tariff costs, prices for the Pro models may rise, reflecting technological advancements and market strategy shifts. Pre-orders are expected to start on September 12, with deliveries beginning September 19.

The iPhone 17 launch comes amid high anticipation in the tech market. Apple, known for its consistent annual releases, upholds its tradition of unveiling new iPhones in early September, reinforcing its position as a leader in innovation.

• Key event highlights:
  • Launch of four iPhone 17 models.
  • Updates to Apple Watch Series 11 and AirPods.
  • Potential announcement of new devices, like Apple TV 4K.
  • Focus on sustainability and energy efficiency.

The event strengthens Apple’s strategy of integrating hardware and software, with the new iPhones equipped with iOS 26, offering exclusive features and ecosystem optimizations.

Technological advancements in Pro models

The iPhone 17 Pro and Pro Max arrive with promises of superior performance, especially in challenging conditions. The display, a major highlight, will reach a peak brightness of up to 2,000 nits, surpassing the 1,000 nits of the iPhone 16 Pro models. This upgrade aims to improve usability in bright sunlight, ensuring better visibility and comfort. The LTPO OLED technology, present across the lineup, enables a 120 Hz refresh rate, delivering smooth animations and gaming experiences.

Additionally, Apple invested in a new thermal architecture for the Pro models. Previous devices faced performance limitations under high temperatures, but the new iPhones promise greater stability, reducing slowdowns and performance drops. The company also enhanced durability with materials like aluminum and anti-reflective glass, improving scratch resistance.

• Pro model innovations:
  • LTPO OLED display with up to 2,000 nits brightness.
  • Enhanced thermal architecture for improved stability.
  • Anti-reflective coating and increased scratch resistance.
  • New A19 Pro chip with 12 GB of RAM.

These advancements position the Pro models as premium options for users seeking top performance in photography, gaming, and multitasking.

Record battery and energy efficiency

Battery life is a standout feature of the iPhone 17 lineup, particularly in the Pro Max model, which may exceed 5,000 mAh in capacity. This marks a significant leap from previous models with up to 4,400 mAh. Combined with the A19 Pro chip, optimized for energy efficiency, it promises up to two days of moderate use—a milestone for Apple.

The iPhone 17 Pro will also feature a larger battery, estimated at around 3,500 mAh, with support for 35W wired fast charging and Qi 2.2 wireless charging. These improvements address the growing demand for devices that support long work and entertainment sessions without frequent recharges.

• Battery improvements:
  • iPhone 17 Pro Max with over 5,000 mAh capacity.
  • iPhone 17 Pro with approximately 3,500 mAh battery.
  • 35W fast charging and Qi 2.2 wireless support.
  • Energy optimization with A19 Pro chip.

Apple also emphasizes recycled materials and sustainable manufacturing, reinforcing its commitment to reducing carbon emissions.

Next-generation cameras

Photography remains a core focus of the iPhone 17 Pro lineup. Both Pro models will feature a triple-camera system led by a 48 MP main lens capable of 8K video recording. The new 48 MP telephoto lens offers 5x to 8x optical zoom, ideal for high-quality long-distance shots. The 24 MP front camera delivers sharper selfies and better low-light performance.

The iPhone 17 Air adopts a minimalist approach with a single 48 MP rear camera, still delivering impressive results. All models benefit from enhanced image processing, with advanced AI algorithms integrated into iOS 26.

• Camera highlights:
  • Triple 48 MP system on Pro and Pro Max models.
  • 5x to 8x optical zoom on telephoto lens.
  • 24 MP front camera with autofocus.
  • 8K video recording with advanced stabilization.

These innovations solidify Apple’s position as a leader in mobile photography, catering to both casual users and professionals.

Pricing and market impact

The iPhone 17 lineup arrives with adjusted prices, reflecting technological advancements and potential U.S. tariff impacts. The iPhone 17 Pro is expected to start at US$1,049 (about R$5,700), while the Pro Max may reach US$1,249 (around R$6,800). The base model maintains its US$849 price, but the iPhone 17 Air, replacing the Plus model, may cost between US$899 and US$949.

Despite Apple’s pledge to absorb tariff costs, analysts suggest the price increase in Pro models reflects doubled base storage (256 GB instead of 128 GB) and the cost of new technologies, like the high-brightness display and A19 Pro chip. In Brazil, prices are likely to be higher due to taxes and currency fluctuations.

• Expected prices:
  • iPhone 17: US$849 (about R$4,600).
  • iPhone 17 Air: US$899–949 (about R$4,900–5,200).
  • iPhone 17 Pro: US$1,049 (about R$5,700).
  • iPhone 17 Pro Max: US$1,249 (about R$6,800).

The price hike may spark debate, but the hardware and software improvements justify the investment for those seeking cutting-edge technology.

Design and new features

The iPhone 17 lineup retains Apple’s signature design with slim bezels and a premium finish. The iPhone 17 Air stands out as the thinnest model ever at 5.5 mm, ideal for portability. The Pro and Pro Max models feature an aluminum body with reinforced glass, available in new colors, including an exclusive orange shade.

Connectivity has been upgraded with Wi-Fi 7 support and the removal of the SIM card slot in more countries, promoting eSIM use. iOS 26 introduces features like advanced home screen customization and improved integration with other Apple devices.

• Design and connectivity updates:
  • iPhone 17 Air with 5.5 mm thickness.
  • New color options, including orange shade.
  • Wi-Fi 7 and eSIM support in more markets.
  • iOS 26 with enhanced customization and integration.

These elements highlight Apple’s focus on blending aesthetics, functionality, and technological innovation.

Event expectations

The “Awe Dropping” event on September 9 promises to be a milestone for Apple. Alongside the iPhones, the launch of Apple Watch Series 11, with advanced health monitoring like blood pressure tracking, and AirPods Pro 3 is expected. A new Apple TV 4K and a HomePod with a display may also be unveiled, expanding the company’s portfolio.

The live stream will be available on Apple’s website and YouTube, allowing global access to the announcements. Pre-orders, set for September 12, are expected to see high demand, especially for the Pro and Pro Max models due to their innovations.

• What to expect from the event:
  • Official iPhone 17 lineup launch.
  • Apple Watch and AirPods updates.
  • Potential Apple TV 4K and HomePod with display reveals.
  • Global live stream access.

Apple continues to set trends in the tech market, and the September event will be pivotal in solidifying its leadership in 2025.