Apple changes strategy with iPhone 17 Pro

iPhone 17 Pro Max. Photo: Gizmodo .

Apple first launched the Pro version of the iPhone 6 years ago with the iPhone 11 series. However, it was not until the 2025 generation that the company brought the feeling that the iPhone 17 Pro is truly for professional users.

Unlike its predecessors, 9to5Mac believes that the iPhone 17 Pro is no longer “flashy”. By switching to an aluminum frame instead of titanium, the iPhone 17 Pro simply uses the same shell material as the standard iPhone 17.

Besides the heat dissipation benefits, the material on the iPhone 17 Pro clearly shows Apple's intention: if you want a product with a sleek and high-end design, this device is no longer suitable.

The top spot now belongs to the ultra-thin iPhone Air. With its polished titanium frame, it is positioned as a fashionable and premium product, a task that previous generations of iPhone Pro have taken on.

The iPhone Air’s color options are similar to previous Pro models, with gold, silver, white, and black. Even the iPhone 17 Pro drops black, instead offering only space orange, deep blue, and silver. While eye-catching and interesting, these hues feel less premium than usual.

This year, the iPhone 17 Pro switches to an aluminum frame to improve heat dissipation. Previously, titanium was considered high-end and lightweight, but it significantly affected performance.

According to Apple, the aluminum frame of the iPhone 17 Pro improves thermal conductivity by 20 times compared to titanium. Although more practical verification is needed, the aluminum frame still theoretically helps the device dissipate heat better, especially when the iPhone 17 Pro focuses on professional video recording capabilities.

Finally, the iPhone 17 Pro now shares the same display technology as the base iPhone 17. Apple calls it the 6.3-inch Super Retina XDR, which supports ProMotion.

This means that features like always-on and a flexible 1-120 Hz refresh rate are no longer exclusive to the Pro line. If used only for basic needs, ordinary users have less reason to consider the iPhone Pro than before.

Overall, Apple clearly positions the iPhone 17 Pro for professional users, serving tasks such as content creation, photography and editing, or simply targeting people who regularly play games.

“With the iPhone 17 getting better and the iPhone Air becoming the centerpiece model, the iPhone 17 Pro is no longer for those who only care about design or screen technology,” said 9to5Mac .

Close-up of iPhone 17 Pro Max in Cosmic Orange, highest price 64 million VND The new orange color of iPhone 17 Pro/Pro Max stands out, brighter than the safe choices such as yellow, blue, gray of previous years.

Source: https://znews.vn/apple-doi-chien-luoc-voi-iphone-17-pro-post1585355.html