Apple Launches New Ad Highlighting iPhone 17 Pro’s Camera

Apple has launched a new ad, showcasing the iPhone 17 Pro‘s camera. The ad arrives as the iPhone 17 series releases in Canada and global markets today.

The new ad, titled ‘The Ultimate Pro,’ is just over a minute long and shows a quick series of film-like sets in which an iPhone 17 Pro is being used to film. The ad goes on the show how the device is being used in action sequences like a pirate film, war film, and sci-film film, where the crew is using miniatures. A lot of the conditions shown in the ad involve things like mud, snow, and debris hitting the iPhone 17 Pro.

The ad can be seen in full below.

iPhone 17 Pro and iPhone 17 Pro Max both feature a triple ‘Pro Fusion’ camera array, housed within the new horizontal camera bar. The Pro-level models offer three 48-megapixel lenses. The device offers a wide main shooter, an ultra-wide lens and a telephoto camera with 4x and 8x optical zoom options. All of this is built within the Ceramic Shield, protecting the back of the device.

“iPhone 17 Pro is loaded with the most cinematic camera we’ve ever made, featuring an 8x optical-quality zoom to get even closer to the action,” the ad’s description reads.

Apple’s iPhone 17 Pro and iPhone 17 Pro Max both launch in Canada today. The Pro begins at $1,599 and starts with 256GB of storage. The iPhone 17 Pro Max, on the other hand, begins at $1,749 for 256GB. According to recent data, the costs requre Canadians to work about an entire workweek to afford the new devices.