Apple CEO Tim Cook marked the global launch of the iPhone 17 series by revealing the first set of photographs shot on the iPhone 17 Pro Max. The images, captured by renowned photographers Inez & Vinoodh, Mickalene Thomas, and Trunk Xu, were shared on social media on September 19, the same day the device went on sale in India. Cook praised the photos as a ‘beautiful display of #ShotOniPhone photography,’ highlighting the advanced camera system of Apple’s latest flagship.
The collective images displayed different representations of creativity. The first image is of two people running hand in hand down a city sidewalk, trailing vibrant red fabric behind them in the sunset. The second image is an eye-catching black and white headshot of three dancers in bodysuits striking a similar pose in nature. A third image displays skateboarders in mid-movement at a skatepark, which offers an energetic view of elements of urban culture.
The iPhone 17 Pro Max price will be ₹1,49,900 in India. It is available in Silver, Cosmic Orange, and Deep Blue, with storage options of 256 GB to 2 TB. The new Cosmic Orange color, inspired by saffron, has already captured the interest of Indian shoppers.
Apple is once again framing the iPhone camera not as a feature, but as a cultural tool. By using prominent photographers and by releasing curated imagery upon launch, Apple emphasizes how mobile photography has become professional art in 2025. Especially in this era of content creators ruling the internet, it remains to be seen if this new selling point of Apple pays off in the long run or not.
Also Read: iPhone 17 Series Goes on Sale: Offers, Discounts & More Revealed