Apple, which was once criticized for "squeezing toothpaste", finally showed full sincerity this time. With high brushing, larger storage and stronger battery life, Apple has won the hearts of users again with practical actions.

In the early morning of September 10, Beijing time, Apple's autumn press conference arrived as scheduled. At this grand event with the theme of "Awe Dropping", Apple launched a number of new products including the iPhone 17 series, Apple Watch and AirPods Pro 3.

From product line layout to technical configuration, this is almost the biggest change in Apple in recent years. Cook, who is famous for his superb knife skills, rarely "squeezes toothpaste" this time.

01 Design Revolution: Say goodbye to bangs, comprehensive and lively island

The appearance design of the iPhone 17 series has undergone major adjustments. Apple finally bid farewell to the notch screen that has been used for many years, and the entire series has entered the "Lingdong Island" era. The narrower borders and more harmonious design language allow the standard version of the positive appearance to tie the big brothers for the first time.

The screen size of the basic version of iPhone 17 has increased from 6.1 inches to 6.3 inches in the previous generation, and the weight of the body remains basically unchanged. The new product model "iPhone Air" is mainly light and thin, with a body thickness of only 5.6 mm and a weight of only 165 grams, making it the thinnest iPhone in history.

The high-end version of "iPhone 17 Pro/Pro Max" has greatly improved the image module design that was used in previous generations. The body material has been changed to anodic aluminum, and the porcelain crystal back panel has a stronger sense of layering as a whole.

02 Screen peak: the entire series has 120Hz high brush, completely smoothing the experience gap

The most surprising upgrade this year is the 120Hz ProMotion adaptive refresh rate technology standard for the entire series. Whether it is the basic version of iPhone 17 or the top-end iPhone 17 Pro Max, it is equipped with a 1-120Hz ProMotion variable refresh rate screen.

This means that the entire iPhone 17 series has achieved the "120Hz high-refresh" screen experience for the first time in history. The sliding operation has a qualitative leap compared to the previous generation, completely smoothing the experience gap with the Pro series.

From the basic iPhone 17 to the top-end iPhone 17 Pro Max, all have 460ppi pixel density, 1-120Hz ProMotion high brush, and is also a typical 1000nit, with an outdoor peak brightness of up to 3000nit.

03 Performance Monster: A19 chip is fully upgraded, and energy efficiency is greatly improved

The iPhone 17 series is equipped with Apple's new A19 series chips. This time, its entire series has been upgraded to TSMC's N3P process, which is currently the latest mobile processor process in the industry and may also have the highest logic density.

The A19 series is equipped with a 4.25Ghz dual large core + 2.6GHz four-core CPU, and the entire series is upgraded to Apple's self-developed "G18P" GPU. The GPU has also added neural network acceleration function, and the peak frequency is increased from 1470MHz in the previous generation to 1620MHz.

With the new GPU design, the neural network performance of the A19 PRO is as much as four times that of the previous A18 PRO. And on this basis, the power consumption of the A19 series has further decreased.

04 Imaging system: 48 million pixels in all, and the telephoto capability has been greatly improved

The iPhone 17 series has also achieved a comprehensive upgrade in the imaging system. All rear cameras have been upgraded to 48 megapixels this time. The main change between Pro and Pro Max models is that the periscope telephoto sensor jumped from the 1/3.2-inch 12-megapixel small bottom of the previous generation to the 1/2.55-inch 48-megapixel solution consistent with the ultra-wide angle.

Even for the standard version of the iPhone 17, its ultra-wide-angle rear camera has ushered in the 1/2.55-inch 48-megapixel sensor of the "Pro". This means that judging from the specifications of the "sub-photograph" alone, the iPhone 17 series has really surpassed many domestic brands this time.

The iPhone 17 Pro series has all three rear cameras with 48-megapixel rear cameras, of which the new 48-megapixel telephoto sensor has increased by 56%, which is a major upgrade from Apple in recent years in telephoto lenses.

05 Heat dissipation breakthrough: Adding heat-efficient plate for the first time to solve the overheating problem

In this generation of iPhone 17 Pro, Apple also equipped with VC (hot plate) devices for the first time. Apple specially designed laser-welded VC heat-smoothing plate, combined with the integrated aluminum-metal body structure, efficiently dissipates heat for the A19 Pro chip.

I still remember that at last year's press conference, Apple's product manager seriously introduced how excellent their aluminum structure thermal conductivity design is. On the iPhone 17 Pro, as some AI applications need to call local computing power, Apple is probably aware that it can no longer ignore the cooling problem.

This improvement has enabled the continuous performance of the Pro series to increase by 40%, especially suitable for gamers and professional imaging users.

06 Storage and battery life: 128GB has become a history, and the battery capacity has been comprehensively improved

The iPhone 17 series has completely cancelled the 128GB starting option and is sold from 256GB. The iPhone 17 Pro Max has even launched a 2TB version. This is the first time Apple has provided such a large storage space on a smartphone.

The battery capacity has also been fully expanded. The video playback time of iPhone 17 has reached 30 hours, which is a significant improvement over the previous generation's "22-hour video playback time". The iPhone 17 Pro Max brings the largest battery in the history of Apple phones.

Although the iPhone Air sacrifices some battery performance due to its thin and light body, it can still provide 27 hours of video playback battery life.

07 Price strategy: increase the amount and do not increase the price, support the national supplement and make it more suitable for the people

In terms of price, all iPhone models this year have cancelled the 128GB starting option in previous years and will start from 256GB. The iPhone 17 is priced at 5,999 yuan, which is the same as the iPhone 16, and is "adding volume without price increase".

Apple clearly expressed its support for the national subsidy policy. And as usual, major e-commerce platforms will inevitably have a wave of discounts during this year's Double 11. After the comprehensive upgrade of the A19 chip, 120Hz high refresh screen, and dual 48-megapixel rear camera, the real market transaction price of the iPhone 17 is expected to drop further.

Therefore, the iPhone 17 is likely to become the most likely standard version of iPhone to "sell" in recent years.

08 Health Ecology: Apple Watch adds a warning for hypertension

In addition to the iPhone 17 series models, Apple also released three smartwatches in one go: the Apple Watch Series 11, the Apple Watch SE 3 and the Apple Watch Ultra 3.

Apple Watch Series 11 is equipped with a hypertension reminder function for the first time. Although this function cannot provide specific systolic blood pressure and diastolic blood pressure values, when an abnormal increase in the user's blood pressure is detected, the watch will promptly send an alarm to remind the user to pay attention to his health status.

In addition, Apple Watch Series 11 has also launched a new sleep scoring system. The system comprehensively evaluates the quality of sleep by classifying and rating multiple indicators such as sleep time, bedtime consistency, wake up frequency, and time spent in each sleep stage.

Apple seems to finally hear the user's voice. The starting price of the iPhone 17 series is consistent with the previous generation, but the storage space starts directly at 256GB.

After this year's Double 11, major e-commerce platforms will inevitably have a wave of discounts, and the market transaction price of iPhone 17 is expected to drop further. Those users who insist on being the "waiting party" finally ushered in their own victory.

As Lu Weibing said on social media, "This is the year when the iPhone changes the most." This press conference proves that Apple still has the ability to surprise users and is still worthy of our re-believance.