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CUPERTINO - Apple (AAPL), the world’s largest technology company with a market capitalization of $3.49 trillion and a prominent player in the Technology Hardware industry according to InvestingPro, introduced its iPhone 17 Pro and iPhone 17 Pro Max on Tuesday, featuring a redesigned aluminum unibody with an integrated vapor chamber cooling system that the company says delivers improved performance and battery life.
The new models, available in deep blue, cosmic orange, and silver, will be released on September 19, with pre-orders starting September 12. Pricing begins at $1,099 for the iPhone 17 Pro and $1,199 for the Pro Max. These premium price points reflect Apple’s strong market position, with the company generating over $408 billion in revenue over the last twelve months and maintaining healthy profit margins of nearly 47%.
Both devices feature the A19 Pro chip, which Apple claims enables up to 40 percent better sustained performance than previous generations. The phones also introduce N1, a new wireless networking chip supporting Wi-Fi 7 and Bluetooth 6.
The camera system includes three 48-megapixel Fusion cameras, including a redesigned Telephoto camera with 8x optical zoom capability. The front-facing "Center Stage" camera offers 18-megapixel resolution and can automatically adjust field of view for group selfies.
For video creators, the devices support new features including ProRes RAW recording and genlock functionality for synchronizing multiple cameras.
The iPhone 17 Pro models feature Ceramic Shield 2 protection on both front and back, which Apple says provides 3x better scratch resistance on the front and 4x better crack resistance on the back compared to previous models.
Display sizes are 6.3 inches for the Pro and 6.9 inches for the Pro Max, with both featuring ProMotion technology and 3000 nits peak brightness.
The devices will ship with iOS 26, which includes Apple Intelligence capabilities such as Live Translation and enhanced visual intelligence features.
According to the company’s press release statement, the iPhone 17 Pro Max offers "the best battery life ever in an iPhone," with both models capable of charging to 50 percent in 20 minutes with compatible adapters. With Apple’s next earnings report scheduled for October 23, 2025, and 20 analysts recently revising their earnings estimates upward, InvestingPro subscribers can access 15+ additional exclusive insights and detailed financial analysis about Apple’s market position and future prospects.
In other recent news, Apple has introduced new models in its smartwatch lineup, including the Apple Watch SE 3 and the Apple Watch Ultra 3. The Apple Watch SE 3 now features advanced health capabilities, an Always-On display, and fast charging, with updates powered by Apple’s S10 chip. Meanwhile, the Apple Watch Ultra 3 debuts with satellite connectivity, offering Emergency SOS via satellite, which allows users to communicate with emergency services and share their location when off the grid.
In terms of stock ratings, Evercore ISI has reiterated its Outperform rating for Apple, setting a price target of $250.00. This follows a favorable ruling in the Department of Justice case against Google, which allows Apple to continue receiving traffic acquisition cost payments from search providers. UBS has maintained a Neutral rating and a $220.00 price target on Apple, ahead of the company’s anticipated "Awe Dropping" event. Jefferies has raised its price target to $205.82, citing factors such as tariff relief and expected AI-driven Siri service improvements by 2026.
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