“iPhone 17 Pro is by far the most powerful iPhone we’ve ever made, rebuilt from the inside out to maximise performance and deliver an enormous leap in battery life,” said Apple marketing boss Greg Joswiak.
“With three 48MP Fusion cameras and pro-level video features, the creative opportunities are endless.”
The iPhone 17 Pro has a new design, with an aluminium unibody.
Apple shares closed 1.5 per cent lower on Wall Street after the announcement and are 0.5 per cent lower in after-hours trade.
All four smartphones have a new front camera with a wider field of view, which lets users take selfies in any orientation without rotating the device. The camera uses AI to detect additional people in the frame and switch to a wider view. The phones also get a new feature that captures video from the front and back cameras simultaneously.
The devices will be available in Australia on September 19. The starting price for the standard model is unchanged from last year at $1400, even though it now has twice as much storage. The Pro and Pro Max models, however, are more expensive, starting at $2000 and $2200 respectively. Apple will continue to sell the iPhone 16, 16 Plus and 16e at a reduced price.
In addition to phones, Apple also unveiled new AirPods Pro and three new models of Apple Watch at the event.
The AirPods Pro 3 have foam-infused ear tips in five sizes, which the company said helps achieve twice the active noise cancellation. They have a live translation feature, more robust waterproofing, a heart rate sensor for fitness tracking even without a watch, and a longer battery life. They will sell for $430.
The $680 Apple Watch Series 11 is thinner and more durable, supports 5G in the more expensive cellular model, has a battery life up to 24 hours and will now give a daily sleep score. Pending regulatory approval, it will also detect potential high blood pressure.
Apple CEO Tim Cook speaks on stage during the announcement of new products at Apple Park in Cupertino, California.Credit: AP
The $400 Apple Watch SE has the same S10 chip as the Series 11 and features an always-on display, while the $1400 Apple Watch Ultra 3 has been upgraded with a bigger screen, satellite connectivity and a battery life of up to 42 hours.
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Although this was Apple’s first major reveal event since the US government’s introduction of punishing import tariffs, the company kept prices relatively close to previous years, with the exception being the iPhone 17 Pro models which went up in the US and internationally.
Wedbush analyst Dan Ives said Apple continued to be held back by a stall in its development on AI, which was barely mentioned at the event, but that this year’s phones could spark a new era.
“We estimate roughly 315 million iPhone users of 1.5 billion users worldwide have not upgraded their phones in over 4 years, speaking to an upgrade opportunity on the horizon,” he said.
“The company’s focus on much-improved internal product efficiencies, balanced with bold redesigns and practical new features interwoven with Apple Intelligence, sets Apple up to launch towards an eventual super cycle over the next 12 to 18 months.”
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