Apple's iPhone 17 lineup draws praise for specs and backlash over bold Pro design

Apple on Tuesday introduced its iPhone 17 family — including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and the new ultra-thin iPhone 17 Air — touting faster chips, longer battery life and revised bodies. Reaction from users was mixed: reviewers praised the hardware improvements while many Apple fans took to social media to denounce the iPhone 17 Pro’s striking new rear design and color palette.

The most polarizing change appears on the iPhone 17 Pro and Pro Max, where Apple enlarged the rear camera assembly into what the company described as a structural "plateau" that occupies roughly the top third of the phone to support upgraded optics and wireless charging. The Pro models house three 48-megapixel cameras, including a telephoto lens capable of up to eight-times optical zoom, Apple said. The thicker frame also allowed for the largest battery yet in an iPhone; Apple said the 17 Pro Max can deliver as much as 37 hours of continuous video playback.

Apple supplied specifications and pricing alongside the new designs. The standard iPhone 17 starts at $799 and brings a 6.3-inch ProMotion display with a 120Hz variable refresh rate previously reserved for Pro models. The iPhone 17 Air, Apple’s thinnest iPhone yet at 5.6mm, starts at $999 and is positioned between the base model and the top-tier Pro devices. The iPhone 17 Pro begins at $1,099 and the iPhone 17 Pro Max starts at $1,199; higher storage tiers, including a two-terabyte option, push the Pro Max price to $1,999.

Apple said the Pro models will be offered in Silver, Deep Blue and a new bright hue called Cosmic Orange. The standard iPhone 17 is available in five more muted tones. Pre-orders open Friday and the devices are slated to arrive in stores beginning Sept. 19.

Social media response was immediate and sharply divided over design. Users on X compared the Pro’s raised camera plateau to the camera bar on rival phones and called the new layout clumsy and visually jarring. One X user wrote, “This might be the ugliest iPhone Pro ever,” while others described the Cosmic Orange finish as a "crime against design." Some commenters said they would not upgrade for now. At the same time, a subset of users praised Apple for taking risks with color and form, saying the new finishes were fresh and appealing.

Apple defended the changes as engineering decisions made to accommodate improved optics, a larger battery and wireless charging components. The company also highlighted the upgraded camera system, which moves to 48-megapixel sensors across the Pro line and raises the telephoto capability to expand zoom performance.

Beyond hardware, Apple emphasized incremental user-facing features associated with the new chips and sensors, saying the upgrades would improve performance across photography, efficiency and device longevity. The company also refreshed the standard model’s display to include ProMotion, a feature that previously differentiated higher-end models.

The introduction of the iPhone 17 lineup follows Apple’s pattern of incremental annual upgrades balanced with occasional design departures. Analysts and consumers will watch early sales and reviews to see whether the enlarged camera plateau and bolder color options affect buyer demand. For now, Apple’s announcement underscores a tension common in consumer electronics: trade-offs between internal engineering requirements and the aesthetic expectations of a devoted user base.