iPhone 17 Pro Anticipated to Showcase Improved Professional Features This Year
# Apple’s ‘Pro’ Branding: A Move Towards Genuine Professionalism
In recent years, there has been a significant transformation in the products branded as ‘Pro’ by Apple, and speculation suggests that the iPhone 17 Pro and Pro Max will amplify this shift by emphasizing their ‘Pro’ characteristics more than ever.
## Apple’s ‘Pro’ Branding Previously Suggested ‘Better,’ But That’s Evolving
Not too long ago, Apple’s Pro-branded products didn’t strictly imply “for professionals.” Instead, ‘Pro’ typically served as another term for Apple to denote “premium,” “higher-priced,” or simply “superior to non-Pro.” However, this understanding has begun to evolve recently.
The MacBook Pro, for instance, was previously available in a configuration that barely surpassed the MacBook Air in terms of performance and price. Now, the most affordable MacBook Pro initiates at $1,599—significantly set apart from the $999 (or $799) MacBook Air. On the desktop side, Mac Studio has rendered the Mac Pro even more specialized and professional-oriented than before.
iPad Pro similarly used to closely resemble the iPad Air. But the previous year’s M4 model introduced substantial enhancements and a large price hike as well. Despite the appealing features of the premium model, if you’re looking for an excellent iPad, the M3 iPad Air may be the more sensible choice. Only “Pro” iPad users can likely rationalize the investment in Apple’s higher-end version.
This transformation began to infiltrate the iPhone range last year as well. For the first time that I can recall, last year’s base iPhone presented many of the essential features that are most important to users. ProMotion was the primary feature absent. Some notable features of the iPhone 16 Pro, like 4K120 fps video recording and quicker ProRAW shooting, were enhancements that many users didn’t anticipate utilizing. That trend appears poised to persist this year, with Apple emphasizing the “Pro” aspect more than ever with its iPhone 17 Pro.
## Broader iPhone 17 Lineup Could Limit the Appeal of the 17 Pro
The latest rumors regarding the iPhone 17 Pro suggest that Apple might be developing a Pro-centric camera application, a second dedicated Camera Control button, and an 8x telephoto lens. Earlier reports indicated that multi-cam video recording would be exclusive to the 17 Pro. Other significant features include a larger battery than previous models, especially on the iPhone 17 Pro Max, in addition to enhanced cooling and potentially an anti-reflective display.
These features seem like valuable improvements. However, they also don’t seem tailored to the average user’s interests and requirements. Conversely, the new iPhone 17 Air is rumored to offer some Pro-like enhancements that could appeal to a wider demographic—the A19 Pro chip and 12GB of RAM—while also presenting an ultra-sleek, modern design.
According to current rumors, there isn’t much about the iPhone 17 Pro that generates excitement for certain users. This raises the question of whether Apple is steering its Pro line more towards true professionals. For those in content creation, the iPhone 17 Pro is likely to represent an enticing upgrade. And if battery longevity is your top priority because of all-day iPhone use, that’s another justification for choosing Pro.
However, for those who mainly use their iPhones for fundamental tasks—such as photography, browsing, applications, and navigation—the iPhone 17 Air seems far more suited for their needs. This isn’t meant as a critique of the 17 Pro line; it might simply indicate that iPhone hardware is advancing so well that the non-Pro models are finally becoming strong alternatives for a broader range of users.
What intrigues you most about the rumored features of the iPhone 17 Pro? Are you leaning towards the iPhone 17 Air instead? Share your thoughts in the comments.
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