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Pre-orders for the iPhone 17 models start on Friday, launch coming on September 19.

iPhone 17 starts at $799, iPhone Air starts at $999, and iPhone 17 Pro starts at $1,099. All models have 256GB storage.

There are TechWoven cases for the iPhone 17 Pro models. Multiple yarn colors for sophisticated look, protective coating resists scratches and stains. Clear cases and silicone cases, too. And a crossbody strap - pairs with TechWoven Cases.

Apple is adding support for ProRes RAW capture. Unparalleled flexibility in post production. Genlock support too for accurate and professional looking transitions, time splicing, etc. Supported through new BlackMagic dock.

Apple filmed its event with iPhone 17 Pro.

Some of the photos taken with the new cameras in the 17 Pro.

Digital zoom is up to 40x for photos. Has the equivalent of 8 pro lenses total.

The Telephoto lens supports 4x and 8x optical zoom thanks to the Fusion functionality. Better detail across all light levels, longer reach. More creative choice. 4x is classic for portraits and nature photography. 8x 200mm lens has a great depth of field. Updated Photonic Engine.

The telephoto camera does indeed support 8x optical zoom!

All three rear cameras are 48 megapixels, including the Telephoto. All three are Fusion cameras. More detailed images at every zoom range and light level.

Front camera is the same 18-megapixel camera that the other models are using w/ wider field of view, Center Stage, etc.

The glass on the back of the iPhone is better protected by the aluminum unibody design. It's using Ceramic Shield for the back, not glass. It's 4x more resistant to cracks than the previous back glass, with a thinner profile to have more room for the battery.

It lasts for up to 39 hours for video playback

iPhone 17 Pro Max has best battery life ever in an iPhone.

6-core CPU, 6-core GPU. Neural accelerator in each GPU core. Larger cache, more memory. iPhone 17 Pro delivers up to 40% better sustained performance than 16 Pro.

iPhone 17 Pro comes in silver, deep blue, and cosmic orange. Key element of design is the rear camera "plateau" that gives space for a bigger battery. Antennas are in the plateau for better cellular performance.

There's a vapor chamber for cooling, which allows for higher sustained performance. Exceptional performance while remaining comfortable to hold. New aluminum is lighter and more conductive, which is why Apple ditched titanium.

The new thermal system dissipates heat rapidly through the aluminum unibody. Updated Ceramic Shield protects the back and front like the other phones. Comes in orange and dark blue, as rumored!

iPhone 17 Pro has been entirely redesigned with a unibody enclosure that's light and thermally efficient. Designed for biggest battery in any iPhone. Full width camera "plateau" that has a new Pro camera system. A19 Pro chip, new thermal system.