Apple Unveils iPhone 17 Pro and Pro Max With Biggest Camera Upgrade Yet

Apple has announced the iPhone 17 Pro and iPhone 17 Pro Max, highlighting major improvements to battery life, displays, and a completely reworked Pro camera system.

Larger Displays and Stronger Design

The Pro models now come in 6.3-inch (iPhone 17 Pro) and 6.9-inch (iPhone 17 Pro Max) sizes, the biggest displays ever on an iPhone. The screens support ProMotion up to 120Hz, Always-On mode, and 3000 nits peak brightness outdoors. They are protected by Ceramic Shield 2, which Apple says is three times more scratch resistant than before, and now also covers the back of the phone.

The devices use a new brushed aluminum unibody paired with Grade 5 titanium, designed to improve strength while reducing weight. Apple also redesigned the internal layout with a vapor chamber cooling system, allowing the phones to run faster and stay cooler. The company says this also makes room for a larger battery, with the iPhone 17 Pro Max offering the best battery life ever in an iPhone.

A19 Pro Chip and Performance

Inside, the A19 Pro chip powers the new lineup. Built with a 6-core CPU, 6-core GPU, and a 16-core Neural Engine, Apple says it enables up to 40% better sustained performance than the previous generation, supporting tasks like gaming, video editing, and on-device AI features. The phones also introduce a new N1 wireless chip, adding support for Wi-Fi 7, Bluetooth 6, and Thread.

Camera Upgrades

The triple 48MP rear camera system (Main, Ultra Wide, and Telephoto) now delivers up to eight optical focal lengths. The Telephoto lens offers the longest zoom yet on an iPhone — up to 8x optical (200mm). A new 18MP Center Stage front camera provides a wider field of view for group selfies, plus 4K HDR stabilized video.

Video gets more professional features, with the iPhone 17 Pro series being the first smartphones to support ProRes RAW, Apple Log 2, and genlock, a tool used in film production to sync multiple cameras.

eSIM-Only Models in Canada

For the first time, Apple is extending eSIM-only iPhones beyond the U.S. The iPhone 17 Pro and Pro Max will drop physical SIM slots in markets including Canada, Japan, Mexico, Saudi Arabia, and the UAE. Removing the SIM tray allows for a bigger battery, which Apple says adds two extra hours of video playback.

Colours, Pricing, and Availability

The iPhone 17 Pro and Pro Max come in deep blue, cosmic orange, and silver finishes. Pre-orders open this Friday, September 12, with availability starting Friday, September 19.

“iPhone 17 Pro is by far the most powerful iPhone we’ve ever made, with a stunning new design rebuilt from the inside out to maximize performance and deliver an enormous leap in battery life,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing. “With three 48MP Fusion cameras, a new Center Stage front camera experience, and pro-level video features, the creative opportunities are endless. iPhone 17 Pro sets a new standard for the smartphone industry and is a massive upgrade for our most demanding users.”

Click here to see iPhone 17 Pro and iPhone 17 Pro Max Canadian pricing.

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