Apple Unveils iPhone 17 Pro Starting at $1,099, iPhone Air Debuts at $999

Apple has officially unveiled its new iPhone lineup, with the iPhone 17 Pro beginning at $1,099 and the all-new iPhone Air starting at $999. The announcement, which included the iPhone 17 Pro Max priced from $1,199, confirms the pricing structure for the latest generation of smartphones. The "Exec Sum" account highlighted these prices on social media, drawing immediate attention to the new models.

The iPhone 17 Pro and iPhone 17 Pro Max models feature a striking new design and are powered by the A19 Pro chip, Apple's most powerful and efficient chip to date. Greg Joswiak, Apple’s senior vice president of Worldwide Marketing, stated, "iPhone 17 Pro is by far the most powerful iPhone we’ve ever made, with a stunning new design rebuilt from the inside out to maximize performance and deliver an enormous leap in battery life." Both Pro models boast advanced 48MP Fusion camera systems and Ceramic Shield 2 for enhanced durability.

A significant addition to the lineup is the iPhone Air, positioned as the thinnest iPhone ever made at just 5.6mm. This model, also equipped with the A19 Pro chip, focuses on a breakthrough titanium design and aims to offer remarkable all-day battery life despite its slim profile. John Ternus, Apple’s senior vice president of Hardware Engineering, commented, “iPhone Air is a brand-new member of the iPhone family that delivers advanced features our users will love, like pro performance, a versatile 48MP Fusion camera system, our innovative Center Stage front camera, and great all-day battery life — all in a breakthrough design that feels like you’re holding the future.”

All new iPhone models will run on iOS 26, which introduces powerful Apple Intelligence capabilities, enhancing user experience with features like Live Translation and visual intelligence. Pre-orders for the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air are set to begin on Friday, September 12, with general availability starting Friday, September 19, across numerous countries and regions. The launch underscores Apple's continued focus on performance, design innovation, and advanced photographic and AI capabilities across its premium smartphone offerings.