Apple launches iPhone 17/Pro/Max and iPhone Air at event

Tuesday is the day of the event Apple and, as expected, the company launched four new iPhone 17. In addition to the standard variant, the company debuted the new iPhone Air, the thinnest ever released; we also had the launch of the new iPhone 17 Pro e iPhone 17 Pro Max, with new colors and major camera changes. See all the details of the models now:

See the video

iOS 26

With the launch of the new iPhone 17, we also have the release date for iOS 26, iPadOS 26, watchOS 26, macOS Tahoe 26, and tvOS 26: eligible devices can download them starting September 15. The features were first announced on WWDC25, in June, and have undergone improvements over the past three months.

The most striking new feature is the "Liquid Glass" design. Inspired by VisionOS, this new translucent material reflects and refracts ambient light, bringing more vibrancy and depth to system icons, widgets, and controls. The Home screen and Lock screen have also been redesigned, making them more personal and expressive.

A Apple Intelligence expands its operations with "Visual Intelligence." Similar to Google's "Circle to Search," it's now possible to search from screenshots, allowing the system to identify and search for text, objects, and places of interest directly from an image.

Communication becomes more global with Live Translation. Natively integrated into Messages, FaceTime, and Phone, the feature translates conversations in real time, breaking down language barriers seamlessly and instantly.

The Phone app has been enhanced with Call Screening, which uses Siri to answer and transcribe calls from unknown numbers, and Hold Assist, which identifies hold music and alerts you when an agent is on the line. Additionally, the app now has a unified layout that brings together Favorites, Recents, and Voicemail for easier access.

Several native apps have been updated: Camera has a simpler, more straightforward interface, Safari now expands pages to the edges of the screen for a more immersive view and improved tracking protection, and Apple Music has introduced lyric translation and the “AutoMix” function.

For players, the new feature is the “Apple Games“, which centralizes all games in one place, offering an entertainment hub experience. Finally, the iOS 26 reinforces its commitment to accessibility with the Accessibility Reader and Braille Access, and expands security with more parental controls and child protection tools.

O iOS 26 arrives natively in any iPhone 17 announced today, but owners of the following devices can now update via Settings:

• iPhones 16 Pro/16 Pro Max;
• iPhones 16/16 Plus;
• iPhone 16e;
• iPhones 15 Pro/15 Pro Max;
• iPhones 15/15 Plus;
• iPhones 14 Pro/14 Pro Max;
• iPhones 14/14 Plus;
• iPhones 13 Pro/13 Pro Max;
• iPhones 13/13 mini;
• iPhones 12 Pro/12 Pro Max;
• iPhones 12/12 mini;
• iPhones 11 Pro/11 Pro Max;
• 11 iPhone.
• iPhone SE (2nd generation or later)

iPhone 17

Five new colors debut with the 2025 launch: black, lilac, mist blue, sage and white. O iPhone 17 traditional now has a 6,3-inch Super Retina XDR display, with glass Ceramic Shield 2, 2x more scratch resistant. And there's even an additional anti-reflective layer on it, for easier viewing outdoors. Apple also introduced ProMotion technology across all models (previously only available on the Pro and Pro Max variants), which can adapt the refresh rate up to 120Hz based on the activity being performed. The model also boasts a peak brightness of 3.000 nits for enhanced outdoor use, the brightest ever in a base model.

In terms of processing, the processor A19 was announced for the iPhone 17. The chip was designed to be more powerful, generate improved graphics and perform artificial intelligence tasks.

The rear cameras iPhone 17 have undergone changes. The rear camera array of the iPhone 17 has what Apple calls “Dual Fusion Cameras”, which is a kind of simulation of several lenses or features in each of them, both being 48 MP.

Starting with the ultra-wide lens, it is more suitable for outdoor scenes and can be used as 12 MP macro camera for capturing details. The company states that even with zoom enabled, the image will be captured without errors and at a smaller size, so it can be shared in just a few seconds.

The other lens is a Wide-type main camera, it is recommended for capturing great details and can simulate a 24 MP sensor for taking everyday photos or 12 SM to simulate a telephoto lens with 2x zoom, great for portraits.

And the model can record videos in 4K resolution at up to 60 frames per second, with support for the Dolby Vision standard, which delivers more vivid colors through improved contrast.

The big news is the 18 MP Center Stage Front Camera across the entire line iPhone 17 and iPhone Air. In practice, it uses a square-shaped sensor and captures photos with a resolution of up to 18 MP with the largest sensor ever used in an iPhone's front camera, now in a rectangular format.

For group photos, the new iPhones 17 and iPhone Air have the functionality Central Stage, which, through artificial intelligence, can automatically expand the field of view so that you don't need to move your hand to get the perfect shot.

It will also be possible to have up to four different photos during the post-production process, choosing between four formats without loss of quality, see the example shown by Apple during today's event: At the same time, in the camera application, it is possible to change the aspect ratio of the photo to horizontal, even if the user is alone in front of the lens.

Video recording has been improved to 4K HDR with ultra stabilization, and the new Dual Capture feature lets you record with both the front and rear cameras simultaneously, now natively, without relying on third-party apps.

In terms of connectivity, the new A19 chip debuted a new modem called N1. In addition to delivering 5G connectivity to all models in the iPhone 17 line and also to the iPhone Air, it supports Wi-Fi 7, for faster and longer-range connections, Bluetooth 6 (for device location, smart pairing) and the Thread standard for better control and compatibility of connected devices (Internet of Things or IoT).

Internal storage comes in 256GB and 512GB options, marking the end of the 128GB variant for the models.

Speaking of battery life, the device can last up to 30 hours of video playback, and its battery can be charged up to 50% in 20 minutes with a high-power USB-C power adapter. Compared to the iPhone 16, Apple promises an 8-hour increase in video playback.

O The new iPhone 17 is already listed on the Apple Brazil website, starting at R$ 7.999. As with all models presented today, pre-sales begin on September 16th and shipments will take place on the 19th of the same week.

iPhone Air

Winning the title of iPhone thinnest ever released by Apple , iPhone Air is only 5,6 mm thick. The model is focused on delivering high performance in a more minimalist and incredibly lightweight structure. iPhone Air arrives on the market in four colors, all with a titanium structure: space black, cloud white, light gold and sky blue.

One detail is that the iPhone Air will not feature a physical SIM tray anywhere in the world, something unprecedented: even the iPhone 14, one of the first to remove the tray, had to be launched with it in China. Therefore, the use of eSIMs ends up being the only option.

Until then Super Retina XDR display do iPhone Air measures 6,5″ and features ProMotion technology, in addition to having glass Ceramic Shield 2, which, in this model, the manufacturer claims is 3x more durable. The iPhone Air's display also has a peak brightness of 3.000 nits for better outdoor use. Another detail is that, despite being extremely thin and light, it has passed resistance tests involving heat, cold, and impact.

It uses the new processor Pro A19, the fastest ever designed for a smartphone, according to Apple It combines energy efficiency with increased power and greater readiness for artificial intelligence tasks. The GPU has also been improved, with neural accelerators in each core, putting the A19 Pro on par with MacBook Pro processors.

Speaking of cameras, on the rear, it has a 48MP Fusion main camera system; Fusion technology combines data from multiple sensor pixels to create higher-quality 24MP photos, resulting in images with more accurate colors, less noise, and noticeably better low-light performance—all without the need for a dual-camera system. By utilizing the central area of ​​the high-resolution sensor, the iPhone Air It can offer a 2x zoom with optical quality, capturing close-up photos and videos without losing detail.

Coming to the front camera, the device comes with 18MP Center Stage, the same as the iPhone 17, also delivering the same video recording and selfie capture features in different modes, using AI to get the best framing.

Regarding the battery, Apple says that the iPhone Air It has "fantastic all-day battery life," with the purchase website quoting up to 27 hours of video playback. Other details that should contribute to delivering long battery life are the more fuel-efficient processor, Wi-Fi 7, and Bluetooth 6.

As rumors suggested, an accessory to recharge the iPhone Air via induction, which can be attached to the rear, was also announced today. The iPhone Air MagSafe Battery (MagSafe Battery Pack for iPhone Air) supports fast charging of the new smartphone and, when used together, provides up to 40 hours of video playback, but it sacrifices the device's thinness for more power. The accessory will be sold for R$1.199,00 on Apple's official website.

The new iPhone Air will be released in three internal storage versions on September 19, with pre-orders starting on the 16th. Prices start at around R$10.

iPhone 17 Pro / Max

Os iPhone 17 Pro and iPhone 17 Pro Max arrive with a refined titanium design, available in colors silver, cosmic orange and intense blue. The main design change is a 25% smaller Dynamic Island, made possible by a new TrueDepth camera system that takes up less space.

The screens maintain the 6,3-inch sizes for the iPhone 17 Pro and 6,9 inches for the iPhone 17 Pro Max, with ProMotion technology and a new anti-glare screen coating, which is more scratch-resistant than Ceramic Shield and improves viewing in direct sunlight.

On the back, there are two types of material: in the relief that accompanies the logo Apple , the company opted for ceramic, which also guarantees wireless charging and delivers 4x greater resistance. The rest of the back is made of aluminum.

The rear camera system has been redesigned. For the first time, all three rear cameras — main, ultra-wide, and telephoto — have 48 MP sensors, unifying quality throughout the system. The telephoto camera of the iPhone 17 Pro offers 3.5x optical zoom, while the iPhone 17 Pro Max advances with 8x optical zoom, the largest zoom ever seen on a iPhone.

Video recording now supports recording in Dolby Vision up to 4K at 120 frames per second, and dual capture (front and rear cameras simultaneously) is a native feature. Other features for content creators include:

• Cinema-quality colors and flexible editing: thanks to Apple Log 2, iPhone captures a much wider range of colors and details, preserving information in both the light and dark areas of the scene. In practice, this gives you complete freedom to adjust colors and brightness in post-production, achieving a professional look.
• Seamless synchronization for multiple cameras: With Genlock and timecode support, you can film an event with multiple iPhones and ensure that all videos are perfectly aligned, frame by frame. This dramatically simplifies the editing process for projects like interviews, music videos, or event coverage.
• Maximum image quality with full control: Being the first smartphone to support ProRes RAW, the format functions as a "digital negative." It preserves all the data from the camera sensor, offering the highest level of image quality and allowing for profound changes in color and exposure during editing without loss of detail.

The models also feature the 18 MP Center Stage Camera and other features present in the other iPhones presented today.

Internally, the models are equipped with the new chip Pro A19, which, together with a vapor chamber cooling system, ensures stable peak performance. The introduction of a vapor chamber in the iPhone 17 Pro is key to the A19 Pro chip's performance. It dissipates heat much more efficiently, preventing the processor from overheating and slowing down, delivering 49% better performance than the previous generation.

The battery of the iPhone 17 Pro has been improved and now the model can deliver a battery life of up to 31 hours, a gain of 4 hours compared to the iPhone 16 Pro. Speaking of iPhone 17 Pro Max, it has the largest battery ever seen in an iPhone, delivering up to 39 hours of video playback, a generational gain of 4 hours compared to the iPhone 16 Pro Max.

The new ones iPhone more powerful ones also arrive in Brazil on September 19th. iPhone 17 Pro will be sold from R$ 11.499, while the iPhone 17 Pro Max arrives in Brazil from R$ 12.499, with the exclusive 2 TB storage version costing R$ 18.499.

Price and availability

The new iPhone 17 and iPhone Air are now available for pre-order on Apple's official website, with deliveries starting September 19th. Prices start at R$7.999 and go up to R$18.499, depending on the model and configuration you choose. Check out all the prices in the table below.

Technical specifications

What do you think of the new ones? iPhone 17Which one would you use in your everyday life? Tell us Comment!

See also other features:

Apple launches new AirPods Pro 3

Apple launches Watch Series 11, Watch Ultra 3 and Watch SE 3

Download iOS 26, macOS Tahoe 26, and iPadOS 26 wallpapers

43 Tips and Tricks for iPhone 16, 16 Plus, and iPhone 16 Pro and 16 Pro Max

iPhone 16e launched with FaceID and OLED display

REVIEW: iPhone 16, native in the era of Artificial Intelligence

Apple launches new iPhones 16. See what's new

Text revised by Alexandre Marques in 09 / 09 / 2025.

With information: Apple Newsroom l Apple via YouTube