The iPhone 17 Pro in Deep Blue, Cosmic Orange, and Silver. Credit: AppleApple's iPhone 17 lineup went on sale today, attracting crowds at Apple stores and authorized retailers worldwide. Demand for the devices appears strong, especially for the Pro and Pro Max models. This year's iPhone lineup includes the thinnest iPhone ever, the iPhone Air, as well as the iPhone 17, Pro, and Pro Max. The iPhone 17 Pro Max has the largest iPhone battery to date, rated for up to 41 hours and proven capable of lasting nearly 18 hours of constant use.