iPhone 17 and the Impossibly Thin iPhone Air: What Matters for Business

17 September 2025

Apple's autumn line-up lands this Friday: the iPhone 17 (£799, now with double the storage and the smooth 120Hz screen previously reserved for Pros), the 17 Pro models with a redesigned camera system, and the headline-grabber — the iPhone Air, at 5.6mm the thinnest iPhone ever made (£999).

Reading the range like a business buyer

• The standard 17 is the value story. Two 48-megapixel cameras, the fast display, huge battery-per-pound. For most firms' photography, video and daily grind, this is the one.
• The 17 Pro is now a legitimate filming rig: three 48MP cameras with up to 8x optical-quality zoom, a cooling system for long recordings, and pro video formats. One-person video producers finally have little technical reason to carry a second camera.
• The Air is beautiful and compromised — one rear camera, smaller battery, premium price. It's a fashion statement, and fashion has its uses; filming your marketing isn't one of them.

The quiet star

All four phones share a completely rethought front camera (more on that in our next piece) — and for businesses that live on self-shot video, that may matter more than anything on the back.