Apple's iPhone 17 lineup draws sharp design backlash over enlarged rear camera 'plateau'

Apple on Tuesday unveiled the iPhone 17 family, touting faster chips, longer battery life and new camera hardware — but the company’s redesign of the Pro models, including a large rear camera "plateau," prompted an immediate and vocal backlash on social media.

At an event at Apple’s headquarters in Cupertino, California, the tech giant introduced the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and a new ultra-thin iPhone 17 Air. Apple said the enlarged camera structure on the Pro models — a raised plate that occupies roughly the top third of the rear panel and includes a glass insert to improve wireless charging — was necessary to accommodate upgraded optics, a larger battery and other internal changes.

Social media users quickly criticized the look, describing the iPhone 17 Pro as unattractive and saying it departed from the sleeker designs that have defined recent Apple flagships. On X, formerly Twitter, one user called the device "the ugliest iPhone so far," while another wrote that the Pro had "lost its premium look" and resembled a cheap knockoff. Some commenters compared the camera bar to designs seen on rival phones.

Not all reaction was negative. A subset of users praised Apple for trying something new and singled out the new "Cosmic Orange" finish for praise. Apple made the Pro models available in Silver, Deep Blue and Cosmic Orange, while the standard iPhone 17 is offered in black, lavender, mist blue, sage and white. The iPhone 17 Air ships in space black, cloud white, light gold and sky blue.

Beyond the look, Apple outlined several technical upgrades. The iPhone 17 Pro and Pro Max include what the company describes as a "plateau" that houses three 48‑megapixel cameras, including a 48‑megapixel telephoto capable of up to 8x optical zoom. Apple said the slightly thicker Pro frame allowed for the largest battery it has put into an iPhone; the company cited up to 37 hours of continuous video playback for the Pro Max. The standard iPhone 17 gains a larger 6.3‑inch ProMotion display with a variable 120Hz refresh rate for the first time in the base model.

Apple also introduced the iPhone 17 Air, billed as the company’s thinnest iPhone at 5.6 millimeters. The Air starts at $999 and sits between the standard iPhone 17, which starts at $799, and the Pro models. Apple said the iPhone 17 Pro starts at $1,099; higher‑capacity Pro Max configurations, including a two‑terabyte option, can push the price to about $1,999.

Preorders for the new models open Friday, with in‑store availability beginning Sept. 19, Apple said.

Design and colour choices were among the most discussed aspects of the launch on social platforms. Critics framed the new rear plateau and brighter finishes as departures from the understated tones typically associated with Apple’s Pro lineup. One social post invoked former CEO Steve Jobs, saying he would have "fired everyone" for the design; Apple did not respond to requests for comment about fans’ reactions.

Apple defended the structural changes, saying the reconfigured rear and thicker frame were engineering decisions to support improved cameras, charging and battery life. The company has emphasized hardware improvements this year rather than a return to subtler cosmetic revisions.

Analysts and longtime Apple observers noted that such polarized reactions are not unusual for major Apple redesigns. New form factors often prompt strong initial responses before market sales and reviews provide a broader assessment of user preferences, durability and camera performance.

The iPhone 17 launch continues Apple’s pattern of releasing multiple models at staggered price points, balancing incremental hardware advances with design moves that can attract new buyers or alienate some existing customers. With preorders beginning this week, consumer response in the coming weeks will provide a clearer signal about whether the design choices resonate with the market.