WEB DESK: Apple has officially lifted the curtain on its iPhone 17 lineup at the “Awe Dropping” event, introducing a mix of fresh designs, sharper cameras and more power under the hood.
The company also surprised many by keeping the price tags largely unchanged from last year’s iPhone 16 models, making the new devices especially tempting for buyers planning to upgrade.
This year’s lineup features four models: the standard iPhone 17, the all-new iPhone Air, and the flagship iPhone 17 Pro and iPhone 17 Pro Max. Alongside the smartphones, Apple also rolled out new watches and AirPods, but the star of the show was without doubt the iPhone range.
iPhone Air steals the spotlight
The iPhone Air, Apple’s thinnest phone to date at just 5.6mm, drew the loudest applause. Designed with a titanium frame and weighing only 165 grams, the Air feels noticeably lighter and slimmer than other iPhones. It carries a 6.5-inch OLED display and manages up to 27 hours of video playback, only slightly behind the standard iPhone 17’s 30 hours.
However, Apple made a bold move by equipping the Air with a single 48-megapixel main camera instead of the dual-camera setup found on the standard model.
The trade-off appears intentional, as the Air is being pitched as a sleek lifestyle device rather than a photography powerhouse. Priced at $999, it takes the slot of last year’s Plus model but introduces a slimmer profile instead of a larger body.
Standard iPhone 17 gets meaningful upgrades
The regular iPhone 17 now comes with a larger 6.3-inch display that supports ProMotion, bringing smoother refresh rates up to 120Hz. It also gets a fresh redesign on the rear, where the two cameras are now stacked vertically in an oval housing.
On the camera front, the upgrades are significant. The new model sports a 48-megapixel ultrawide lens and an improved 18-megapixel front camera. Selfies get a major boost with a new larger sensor that allows users to take horizontal selfies without rotating the phone.
Under the hood, the iPhone 17 is powered by Apple’s A19 chip, which is faster and more efficient than the A18 found in the iPhone 16. The base model also starts at 256GB of storage, doubling the entry point of last year’s model. Despite these upgrades, the price remains unchanged at $799.
Pro models focus on performance and photography
Apple’s most serious upgrades came in the iPhone 17 Pro and Pro Max. Both models now feature the A19 Pro chip and a redesigned cooling system that uses a vapor chamber to better manage heat. Apple claims this allows for 40 percent better sustained performance compared with last year’s Pro models.
Cameras have also taken a leap forward. Both Pro models now carry upgraded 48-megapixel ultrawide and telephoto lenses, with the telephoto capable of up to 8x optical zoom at 12-megapixel resolution. Digital zoom stretches further to 40x. The front cameras have also been upgraded to 18 megapixels with improved “Center Stage” technology that keeps the subject in frame.
The Pro Max remains the largest, with a 6.9-inch display and the longest battery life of the lineup at up to 39 hours of video playback.
Storage options now stretch all the way to 2TB on the Pro Max, though that configuration comes with a hefty $2,000 tag. Base pricing for the Pro is $1,099 while the Pro Max starts at $1,199.
Colours, design and software
Apple has refreshed the colour palette across the range. The iPhone 17 comes in lavender, light blue, dark grey, silver-white and green. The Air arrives in light blue, gold, black and white. Meanwhile, the Pro and Pro Max are available in white, dark blue and a bold bright orange.
All models come with brighter displays that reach up to 3,000 nits, making outdoor visibility easier. The new Ceramic Shield 2 coating adds durability, while the Pro models also get stronger glass-ceramic backs.
Every iPhone 17 model ships with iOS 26, which introduces a redesigned “Liquid Glass” interface, an updated Camera app, a more transparent lock screen and a streamlined look across core apps such as Safari, Photos and Music. Apple’s suite of AI tools under the “Apple Intelligence” branding also carries over, though no new AI features were announced this year.
Impact on Pakistan’s market
For buyers in Pakistan, the unchanged global pricing means the iPhone 17 series may debut at similar local prices to the iPhone 16. Distributors such as Mercantile are expected to roll out the iPhone 17 series by late September or early October. Industry watchers believe the iPhone 17 Pro Max could start at around Rs550,000 after taxes and PTA approvals, roughly the same level as the 16 Pro Max when it first launched.
That may dampen the resale market for iPhone 16 owners, as the new models offer better performance and cameras without higher official prices. Early adopters are expected to drive strong demand in the first 60 days, especially for the 17 Pro Max and the ultra slim Air model.
Apple’s wider product parade
While the iPhones dominated headlines, Apple also refreshed its wearable and audio lineup. The Apple Watch 11 now includes blood pressure monitoring, an improved sleep score system and 5G support. The rugged Watch Ultra 3 stretches battery life to 42 hours and introduces satellite messaging, while the more affordable Watch SE 3 adds always-on display support at $249.
AirPods Pro 3 also arrived with improved audio, better active noise cancellation and a new translation feature that can help in live conversations.
A familiar strategy with fresh twists
Apple’s September showcase underscored a clear strategy: deliver meaningful upgrades, keep prices stable, and introduce at least one standout product that defines the year. With the iPhone Air stealing spotlight as Apple’s thinnest ever phone, the company has once again managed to spark buzz while staying grounded on pricing.
Pre-orders for the iPhone 17 lineup begin this Friday, with shipping starting September 19. Judging by the mix of sleek design, stronger cameras and reliable pricing, Apple seems set for another strong sales cycle.