From the first moment I picked up the new $1,199 iPhone 17 Pro Max and $1,099 17 Pro, I was beguiled by their bold, bright redesign. It’s a complete turnaround from the years of Apple’s subdued titanium motif. The square camera bump of previous Pro models is now a body-wide bar that Apple calls the “camera plateau.” The 17 Pro and Pro Max now come in actual colors — you won’t find one in black or space gray. This phone, especially in cosmic orange, wants you to look at it.

As I tested the new Pro phones, I was consistently impressed: Even after a full day of heavy use, the Pro Max’s battery still had 22% or more left. The iPhone 17 Pro Max has the best battery life of any phone that CNET has ever tested.

The 17 Pro and 17 Pro Max have the exact same rear cameras, all with 48-megapixel sensors. You can choose between the trio of lenses (wide-angle, ultrawide and telephoto) to capture photos at 12-, 24- or 48-megapixel resolutions. The telephoto camera has gone from the 16 Pro’s 12-megapixel sensor with a 5x lens to a 48-megapixel sensor that’s 56% larger with a new 4x telephoto lens. You read that right: The new Pro has a shorter optical zoom than its predecessor. But I find the short 4x zoom better for portraits, and the increase in detail and dynamic range in 4x photos is a big improvement over 5x snaps from the 16 Pro.

There’s a new selfie camera on both Pro phones that Apple calls Center Stage. It not only takes 18-megapixel selfies, up from 12 megapixels on the 16 Pro, but you can hold the 17 Pro vertically and take a horizontal selfie thanks to a new square image sensor.

I can’t help but contrast the iPhone 17 Pro models to Apple’s newest phone. The iPhone Air is thin, light, quiet and graceful — with a single rear camera, shorter battery life and $100 cheaper starting price. The 17 Pro and Pro Max are bold, loud, aggressive and powerful, and their daring design appeals to me. But features such as its amazing battery life, brighter screen, new selfie camera and iOS 26 are the real reasons to get either.

Why we like it

I appreciate that Apple gave the iPhone 17 Pro and 17 Pro Max personality. Gone is the minimal design for the sake of simplicity. We have a phone that is more durable, has a longer battery life, and, when running iOS 26, comes with a number of significant quality-of-life improvements, like live translations for calls, texts and FaceTime.

Who it’s best for

The iPhone 17 Pro and 17 Pro Max would be an excellent upgrade for someone coming from an iPhone 14 Pro or older. You get a bigger battery, a better screen, faster charging, newer cameras and a speedier processor that can handle graphics-intensive games and Apple Intelligence.

Who shouldn’t get it

If you have an iPhone 15 Pro or Pro Max, you don’t need these new phones unless battery capacity on your current phone is low — and even then, it’d be cheaper to simply have your battery swapped out. And unless you have a gracious disposable income, iPhone 16 Pro and Pro Max owners can sit this one out.

Read our iPhone 17 Pro and 17 Pro Max review.