iPhone 17 Pro and Pro Max Unveiled

iPhone 17 Pro comes in an all-new design powered by the A19 Pro chip for performance. The longest-lasting battery ever on iPhone

Cupertino California Apple today unveiled the iPhone 17 Pro and iPhone 17 Pro Max in a striking new design with leaps and bounds of higher performance. Both models are powered by the A19 Pro, the most powerful and energy-efficient chip ever for an iPhone and the heart of its cutting-edge camera system. It also features an Apple-designed Vapor Chamber that is laser-bonded to a single, thermally conductive aluminum chassis. This makes the iPhone 17 Pro and iPhone 17 Pro Max the best performance Apple has ever had, while the battery lasts longer by a big leap. Next up is the all-new triple Fusion 48MP camera system, including the all-new main, ultrawide, and telephoto cameras, which equates to having 8 lenses, as well as the longest optical quality zoom ever on an iPhone at 8x, along with a state-of-the-art 18MP Center Stage front camera that takes selfies to the next level. It features video features built for filmmakers and content creators, and is an industry first. ProRes RAW, Apple Log 2, and Genlock make iPhone compatible with productions small and large more seamlessly, and both models feature a Ceramic Shield 2 front that is 3x more resistant to scratches.

iPhone 17 Pro and iPhone 17 Pro Max are available in three beautiful new colors: dark blue, cosmic orange, and silver.

“The iPhone 17 Pro is the most powerful iPhone we’ve ever built. “With three 48MP Fusion cameras, the new Center Stage front-facing camera experience, and pro-grade video features, it opens up endless creative possibilities. The iPhone 17 Pro has set a new standard for the smartphone industry, and it’s a big upgrade for users who want the best.”

A new design that sustains a higher level of performance for a long time.

The new brushed one-piece aluminum design is crafted from the same grade of lightweight 7000 series aluminum alloy used in the aerospace industry for the best thermal performance ever in iPhone. While the antenna is integrated into the edges around it. The part that is raised to create the best-performing antenna system ever on iPhone.

The new architecture inside comes with an Apple-designed Vapor Chamber to improve heat dissipation and efficiency. By trapping deionized water inside the Vapor Chamber, which is laser-bonded to the aluminum chassis to transfer heat away from the powerful A19 Pro chip, it enables the chip to operate at a higher level of efficiency. The heat is then carried to a one-piece body molded from aluminum, before being distributed evenly throughout the system to manage the energy and temperature on the surface to provide the unit with amazing performance while still being comfortable to hold. Combined with the performance of the A19 Pro chip and the power management of iOS 26, iPhone 17 Pro Max has the longest-lasting battery life ever in an iPhone, and both models can also be charged up to 50% in 20 minutes with available high-watt USB-C power adapters, such as Apple’s 40W Dynamic Power Adapter with up to 60W of power. ¹

Fresh display and industry-leading durability

The Super Retina XDR display comes in 6.3-inch and 6.9-inch sizes.² And it’s protected by Ceramic Shield 2, which is stronger than the glass on any smartphone or ceramic glass, and a new Apple-designed coating that is 3x more resistant to scratches and better anti-reflection to help reduce glare. This gorgeous display also features up to 120Hz ProMotion, an always-on display, and 3,000 nits of peak spot brightness. For the first time, the Ceramic Shield protects the back of the device, making it 4 times more resistant to cracking compared to the back glass of previous models.

A19 Pro, the most powerful and powerful iPhone chip ever made

The A19 Pro and iPhone 17 Pro Max maintain up to 40% better performance compared to the previous generation, making it ideal for gaming, video tapping, and running large language models on the device.³

In the iPhone 17 lineup, we’re also introducing the new wireless networking chip, the Apple-designed N1 and the heart of Wi-Fi 7, Bluetooth 6, and Thread.

A pro-grade camera system for endless creative opportunities

iPhone 17 Pro and iPhone 17 Pro Max feature the best camera system Apple has ever had, with higher-resolution sensors on the front and back. Starting with the three 48MP Fusion cameras that capture sharper and richer details, and the new 48MP telephoto camera that comes in a next-generation tetraprism design with a larger sensor than the previous generation. 56% to increase sharpness in bright places and increase detail in dark shots It also features a new 4x optical zoom of 100mm, a classic lens for portraits, and an 8x optical zoom of 200mm, the longest ever on an iPhone, allowing for greater access to subjects and creative options. Thus, natural details can be maintained. Reduce noise and increase color accuracy with Digital zoom has been increased to up to 40x for photos, and users also have more options to customize their photos with the next-generation Photo Style feature with the new “Bright” style in iOS 26, which brightens skin tones and enhances the vibrancy of colors throughout the image.

iPhone 17 Pro and iPhone 17 Pro Max introduce the all-new Center Stage front-facing camera that takes the photography and video experience to the next level. The Center Stage front camera features the first square front camera sensor on iPhone with a wider field of view and higher resolution, which records images at up to 18MP to capture more detail. This makes it possible for users today to take photos and videos vertically or horizontally while holding their iPhone vertically. As for taking a group selfie. The Center Stage front camera also enables ultra-steady video in 4K HDR. Also, during a FaceTime call or a third-party app. The Center for Video Call feature always keeps the user’s image still and in the frame.

Industry-leading video capabilities

iPhone is already a leader in smartphone video shooting, with powerful features like HDR recording in Dolby Vision, 4K120 fps, ProRes Log, and ACES support. Genlock is compatible with the new Blackmagic Design Camera ProDock, while ProRes RAW is compatible with the Final Cut Camera and Blackmagic Camera apps, and developers are also open to access APIs.

iOS 26 with new Apple Intelligence capabilities

iOS 26 takes the iPhone experience to the next level with a beautiful new design. Powerful Apple Intelligence capabilities and improved apps that users use every day are more useful. The new design with Liquid Glass provides a better and more enjoyable experience for apps and systems. iOS still feels instantly familiar when using it, and Apple Intelligence can now translate text and audio for users on the go with the Live Translation feature, which helps users communicate between languages in Messages, FaceTime, and the Phone app.⁵ The Visual Intelligence update makes it easy for users to take screenshots and find or do things with what they’re viewing on the iPhone screen.⁶ All developers also have access to the on-device foundational models that are an integral part of Apple Intelligence, with apps that deliver new, intelligent experiences with privacy protections that can be used even when you’re offline. iOS 26 also brings new features to CarPlay, Apple Music, Maps, and Wallet, as well as Apple Games, a brand new app that allows gamers to play all their games in one place.

Beautiful new accessories

iPhone 17 Pro and iPhone 17 Pro Max come with new accessories:

• TechWoven fabric cases are made from fabrics that are woven with a unique technique using multi-colored yarns to create a texture that has deep dimension and color. It has a protective coating to resist scratches and smudges. The TechWoven fabric case is available in 5 colors: black, blue, and blue. Purple, Sienna brown and green
• The Clear Case with MagSafe for iPhone 17 Pro is a combination of clear polycarbonate and elastic material with a scratch-resistant coating inside and out.
• The Silicone Case with MagSafe is available in 6 beautiful colors: orange, terracotta brown, neon yellow. Purple Smoke Haze Midnight and Black
• The new crossbody strap is compatible with TechWoven fabric cases and silicone cases, allowing users to carry their iPhone without carrying it. This strap is crafted from 100% recycled yarn to make it soft and comfortable to wear. It also features a flexible built-in magnet and a stainless steel strap adjustment mechanism. It allows you to easily adjust the length of the cable and keeps both sides of the cable in place and in a neat and orderly way. The cross strap is available in 10 colors: black, light gray, blue. Light blue, purple, Sienna brown, green, neon yellow, tan, and orange.

iPhone 17 Pro and the environment

iPhone 17 Pro and iPhone 17 Pro Max are made from 30% recycled materials, including 100% recycled cobalt in the battery and 100% recycled gold in all Apple-designed printed circuit board coatings. It’s also designed to be durable, repairable, and comes with industry-leading software support. It meets Apple’s high standards for energy efficiency and chemical safety. Paper packaging is made from wood pulp. 100% and easy to recycle.

Pricing and Availability

• The iPhone 17 Pro will be available with double the initial storage to 256GB, including 512GB and 1TB, while the iPhone 17 Pro Max will be available in 256GB, 512GB, 1TB and 2TB capacities for the first time. For monthly pricing, including more information, visit http://apple.com/th/shop/browse/finance/installment
• Apple has a variety of ways to save money and upgrade to the latest iPhones. Up to 21,500 Baht When a customer trades in an iPhone 13 or later.⁷See eligibility criteria and more details about carrier offerings at apple.com/th/shop/buy-iphone/carrier-offers to check the value of your device, as well as the terms and conditions of redemption. Customers can visit apple.com/th/shop/trade-in
• Customers in more than 63 countries and regions, including Australia, Canada, China, Colombia, France, Germany, India, Japan, Malaysia, Mexico, Singapore., South Korea, Thailand, Turkey, United Arab Emirates, United Kingdom, United States, and Vietnam will be able to pre-order iPhone 17 Pro and iPhone 17 Pro Max. iPhone 17 Pro and iPhone 17 Pro Max will be available in 22 countries and regions starting Friday, September 26.
• iOS 26 will be available as a free software update on Monday, September 15. Some features may not be available in all languages or regions, and availability may vary due to local laws and regulations. For more information about availability, visit apple.com/th
• Apple Intelligence is available in beta with support for the following languages: English, French, German, Italian, Portuguese (Brazil), Spanish, Chinese (Simplified), The supported languages will be gradually added by the end of this year, including Danish, Dutch, Norwegian, Portuguese (Portugal), Swedish, Turkish, Chinese (Traditional) and Vietnamese Some features may not be available in all regions or languages. For availability of features and languages, as well as system requirements, visit support.apple.com/th-th/121115.
• The TechWoven Fabric Case with MagSafe will be available for $199, the Clear Case will be available for $199, the Silicone Case will be available for $199 and the crossbody strap will be available for $199, and the FineWoven Wallet Case with MagSafe will be available for $199 in black, navy, midnight. Purple, fox orange, and moss green.
• A 40W Dynamic Power Adapter with up to 60W power, designed by Apple, is available for $199, and the 25W Qi2-certified MagSafe Charger is available in 1-meter lengths for $199 or 2-meter for $199.
• AppleCare provides excellent support with flexible options for Apple users. A new iPhone, which comes with a warranty against accidents like drops and spills. Theft and Loss Protection for Eligible Devices For more information, see apple.com/th/applecare
• iCloud+ plans start at just $1 per month and add storage to securely store photos, videos, files, and more in the cloud and access them from any device. iCloud+ also provides access to premium features such as creating events in the Apple Invites app, including Private Relay, Hide My Email, Custom Email Domains, and HomeKit Video for security. The Family Sharing feature allows users to share a subscription with up to 5 other family members at no additional cost.
• Customers who purchase iPhone 17 Pro and iPhone 17 Pro Max can get 3 months of Apple Arcade, Apple Music, and Apple TV+ free with a new subscription. Offers and services vary by region. See apple.com/promo for details.