Apple has officially unveiled the iPhone 17 Pro (and Pro Max), setting a new benchmark in smartphone performance, battery life, and photography. Announced at Apple’s “Awe Dropping” keynote on September 9, 2025, this next-gen marvel will be available for pre-order starting Friday, September 12, and hits stores globally on Friday, September 19.
A Design Built for Power and Elegance
Apple has moved away from titanium, embracing a sleek heat-forged aluminium unibody enclosure - a strategic choice offering lighter weight and superior heat dissipation - found in both the iPhone 17 Pro and Pro Max.
Available in three striking finishes - Deep Blue, Cosmic Orange, and Silver - the Pro models are as visually compelling as they are technically advanced. Apple’s emphasis on minimalism and durability shows through both form and function.
Beneath the surface lies a vapour chamber filled with deionised water, providing liquid cooling to help sustain top-tier performance without throttling.
A Performance Titan: A19 Pro and iOS 26
Powering the 17 Pro is the all-new A19 Pro chip, fabricated on a 3nm process - Apple’s most powerful silicon yet. Delivered with a dynamic vapour chamber thermal design, the device achieves up to 40% better sustained performance, ideal for demanding workflows in gaming, editing, and AI.
The iPhone 17 series introduces iOS 26, alongside the debut of Liquid Glass- a refreshed, fluid interface - and deeper integration with Apple Intelligence: natural-language tools like on-device image generation and live translation.
Display & Battery - Brighter, Smoother, More Enduring
All models feature Super Retina XDR OLED screens with ProMotion up to 120Hz, delivering a buttery smooth and bright (up to 3,000 nits) experience.
The bigger story? Unrivalled battery life. On the Pro Max variant, Apple claims up to 39 hours of video playback and up to 33 hours on the Pro. A fast charging boost restores up to 50% of capacity in just 20 minutes using high-wattage adapters.
This battery leap marks the most dramatic increase in longevity since the dawn of modern smartphones.
Camera System: 48MP Fusion & Visionary Video Tools
Photography on the iPhone 17 Pro leaps forward with three 48-MP Fusion rear cameras - Main, Ultra Wide, and a brand-new Telephoto - for the most flexible setup yet, with optical-quality 8× zoom.
The 18-MP Center Stage front camera intelligently tracks subjects, perfect for immersive selfies, video calls, and group shots.
For creators, video tools include Dual Capture (simultaneous front + rear recording), ProRes RAW, genlock/time-code support, and 4K 120 fps Dolby Vision - making this the most pro-capable iPhone ever.
Connectivity, Storage, and Pricing
Apple continues pushing digital boundaries - most 17 series variants, including the Pro models, are eSIM-only in many markets, signalling the end of physical SIM cards in smartphones.
The base Pro model starts at $1,099 for 256 GB of storage; the Pro Max version offers up to 2 TB, the largest available in an iPhone yet.
Launch Timeline at a Glance
Launch Date: September 9, 2025
Pre-orders Begin: September 12, 2025
Availability Begins: September 19, 2025
The rollout spans over 63 countries and regions, including key markets like Ireland, the UK, Germany, India, China, and beyond.
What This Means for Irish Consumers
For iPhone fans here in Ireland, the iPhone 17 Pro solidifies Apple’s agenda of performance equal to a MacBook Pro in a smartphone form.
With the Pro’s battery life, advanced AI tools, and video-centric features, it's a compelling option for professionals, creatives, and power users alike. Whether capturing HD footage of a scenic Irish coastline or relying on AI-driven productivity, this Pro model is built to perform.
Pre-order the iPhone 17 Pro starting September 12, and expect store availability from September 19 - perfect timing ahead of the busy autumn and holiday season.
| Design & Build | Heat-forged aluminum unibody; vapor chamber cooling |
| Performance | A19 Pro chip; up to 40% better sustained performance |
| Display | 120Hz ProMotion; Super Retina XDR OLED; very high peak brightness |
| Battery | Up to 39 hours video playback (Pro Max); faster charging |
| Cameras | Triple 48 MP Fusion rear cameras; 18 MP Center Stage front; 8× optical zoom |
| Video Tools | Dual Capture, ProRes RAW, genlock/time-code support, 4K 120fps Dolby Vision |
| Software | iOS 26 with Liquid Glass UI and Apple Intelligence features |
| Connectivity / Storage | eSIM-only in many markets; up to 2 TB storage; pricing starts from $1,099 |
Final Thoughts
Apple’s iPhone 17 Pro isn’t just a phone - it’s a portable studio, rugged and smart enough to keep pace with how we live and create. From cinematic video capture to machine-learning smarts baked into iOS 26, Apple has raised the bar for what we expect of a mobile device.
Stay tuned to did.ie for our full Irish review, hands-on comparisons, and tips on how to make the most of the iPhone 17 Pro when it lands in the Emerald Isle later this month.
