With Apple’s September event approaching, the iPhone 17 lineup is beginning to take shape and this year, the company appears to be responding more directly to long-standing user requests.
Based on multiple sources and ongoing supply chain reporting, three notable changes are expected to define this year’s lineup: a larger battery for the Pro Max, a new ultra-thin model aimed at design-first buyers, and the expansion of ProMotion across all models for the first time.
Each of these moves reflects a broader evolution in Apple’s approach to differentiation, battery efficiency, and product segmentation heading into 2026.
iPhone 17 Pro Max: Prioritizing Battery Life, Not Thinness
For the Pro Max, Apple is reportedly increasing the device’s thickness slightly to accommodate a larger internal battery. While Apple has previously emphasized slimness and portability, the move here is clear: prioritize battery endurance.
This shift aligns with increasing customer expectations for all-day performance and appears to mirror Apple’s broader interest in making the Pro Max the battery-first flagship. Sources indicate the battery could be the largest ever shipped in an iPhone.
Expect the iPhone 17 Pro Max to stand out as the endurance leader this cycle, possibly even surpassing the Pro Max from the iPhone 13 lineup, which set the benchmark for battery longevity.
iPhone 17 Air: A Design-Led Device for a New Segment
Apple is also introducing a completely new model: the iPhone 17 Air.
This device will reportedly measure just 5.5mm thick, making it the slimmest iPhone the company has ever released. While it won’t compete on battery life or camera specs, Apple is betting on its visual impact and in-hand feel to attract users who care more about industrial design than raw performance.
Internally, the device will feature a single rear camera, a smaller battery (rumored to be around 2800mAh), and the same A19 chip as the base model. It’s expected to occupy a similar price tier, positioned as a design-focused alternative rather than a technical step up.
Apple hasn’t launched a model this visually distinct in several years. The iPhone 17 Air may help reinvigorate interest from users who’ve felt the current lineup has grown visually stagnant.
ProMotion Expands to Entire Lineup
For the first time since ProMotion debuted on iPhone in 2021, Apple is preparing to make the 120Hz display technology standard across all iPhone 17 models.
This move would bring smooth scrolling, adaptive refresh rates, and always-on display functionality to the base iPhone 17 and the Air model, capabilities that were previously reserved for Pro-tier buyers.
Internally, Apple has been working on reducing the cost and power draw of LTPO displays, which makes this expansion possible. It’s also part of a broader effort to make the standard iPhone feel less compromised, especially as competition from high-refresh Android devices continues to grow.
Additional iPhone 17 Features
Other upgrades expected across the lineup include:
- A19 and A19 Pro chipsets, with better thermal efficiency and neural performance
- Upgraded 24MP front-facing camera for improved selfies and video
- New 48MP Telephoto lens for enhanced zoom and detail
- Increased RAM in most models to improve multitasking and app performance
Looking Ahead
These changes mark a subtle but meaningful shift in Apple’s product strategy.
Rather than using the Pro models as the only place for major innovation, Apple is beginning to diversify the lineup in other ways, whether through form factor (iPhone 17 Air), longevity (Pro Max battery), or feature parity (ProMotion across all tiers).
The iPhone 17 event is expected in the second week of September.
Until then, Apple’s roadmap continues to sharpen and for many buyers, this may be the most compelling iPhone refresh in several years.
