New Models Focus on Smartphone Fundamentals
Enhanced Efficiency Through In-House Chip and iOS 26 Synergy
Lack of Cutting-Edge AI Features or Breakthrough Innovations
Apple unveiled its iPhone 17 series, equipped with its own chip and a new operating system (OS), on September 10 (Korea Standard Time). While the design and performance have been improved, the company did not showcase any groundbreaking innovations or advanced artificial intelligence (AI) technologies. Reflecting this, Apple’s stock price fell by about 1.5% compared to the previous day.
On this day, Apple introduced its next-generation smartphone lineup: the iPhone 17 Standard, iPhone 17 Pro, and iPhone 17 Pro Max.
The iPhone 17 features a slimmer bezel than its predecessor and a 15.9 cm Super Retina XDR display. The device is crafted with an aluminum unibody design, which enhances heat management performance and reduces weight.
With ProMotion technology supporting a variable refresh rate of up to 120Hz, images appear clear and move smoothly, while power efficiency is improved. When the phone is not in use, the refresh rate efficiently drops to 1Hz. Apple has applied the 120Hz refresh rate to a standard iPhone model for the first time.
The iPhone 17 is powered by the A19 chip, manufactured using a third-generation 3-nanometer process. Compared to the iPhone 13, the CPU is 1.5 times faster and the GPU is twice as fast. Combined with the power management features of iOS 26, the device boasts up to 30 hours of video playback. Notably, iOS 26 intelligently analyzes users’ typical battery usage to predict when the remaining power will run low and conserves battery accordingly.
The camera features have also been enhanced. The most notable is the 'Center Stage' function applied to the front camera. With a built-in sensor, the field of view automatically widens when taking selfies, ensuring everyone fits within the frame. There is no need to rotate the device for landscape selfies. The phone supports video stabilization, and the 'Dual Capture' feature allows simultaneous recording with both front and rear cameras, making it ideal for capturing both the user and their surroundings.
A new horizontally elongated camera module has appeared at the top rear of the device. The 48MP Fusion main camera captures crisp details, while the new 48MP Fusion ultra-wide camera reportedly offers up to four times higher resolution than the previous generation.
The iPhone 17 is available in lavender, mist blue, sage, white, and black. The previous 128GB model has been discontinued, and only the 256GB and 512GB models will be released, priced at 1,290,000 won and 1,590,000 won, respectively. South Korea is included among the first release countries, with pre-orders starting at 9 p.m. on September 12 and official sales beginning on September 19 both online and offline.
The iPhone 17 Pro and Pro Max boast the best performance and significantly increased battery life in the series’ history, supporting up to 39 hours of video playback. The three 48MP Fusion cameras-main, ultra-wide, and the new telephoto-offer performance comparable to eight lenses, including 8x optical-quality zoom.
Greg Joswiak, Apple’s Senior Vice President of Worldwide Marketing, stated, "The iPhone 17 Pro will set a new standard in the smartphone industry and deliver a dramatically upgraded experience for users who require ultra-high-performance tasks."
(From left) iPhone 17 Pro, iPhone Air, iPhone 17 Standard model camera feature comparison. Apple official website
The A19 Pro chip installed in the iPhone 17 Pro and Pro Max delivers 40% improved sustained performance over the previous generation. It is suitable for high-end gaming, video editing, and large language model (LLM) applications. The devices feature a vapor chamber that enhances heat dissipation and performance, and the design allows for a larger battery compartment. For the first time, a ceramic shield has been applied to the back of the device, providing four times greater shatter resistance compared to the rear glass of previous models.
The iPhone 17 Pro and Pro Max are available in three colors: deep blue, cosmic orange, and silver. The Pro model starts at 1,790,000 won, and the Pro Max starts at 1,990,000 won. The Pro Max is also being released for the first time with a 2TB storage option. Pre-orders begin on September 12, with the official release on September 19.
With the iPhone 17 series, Apple has demonstrated its commitment to the fundamentals of smartphones-design, performance, durability, and camera. However, the company did not present any standout innovations in advanced AI technology, confirming its status as a latecomer in this area. Failing to meet market expectations, Apple’s stock closed at $234.35, down 1.48% from the previous day.
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