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15. September 2025
Apple Revives Design Heritage At Iphone 17 Launch
Apple’s latest foray into the world of smartphones has brought back a sense of nostalgia for the tech giant’s design roots. The company’s focus on returning to its fundamental principles of design was a dominant theme at this year’s iPhone 17 keynote presentation, six years since Jony Ive, the visionary designer behind some of Apple’s most iconic products, left the company.
Ive, who served as Apple’s Chief Design Officer from 1997 until his departure in 2019, is widely credited with transforming the Apple brand into one that is synonymous with sleek, minimalist design. His influence can still be seen in many of Apple’s current products, including the iPhone, iPad, and Mac lineups.
However, as Apple moved forward without Ive, it became increasingly clear that a new generation of designers was needed to carry on his legacy. In 2020, Apple hired a new Chief Design Officer, Alan Dye, who has been tasked with building on Ive’s foundation while also introducing fresh perspectives and ideas to the company.
This shift in design leadership is evident in the iPhone 17 lineup, which boasts several innovative features that pay homage to Apple’s design heritage. The latest iPhones feature a new design language that incorporates elements of sustainability, durability, and minimalism. The devices’ sleek, compact bodies are made from a combination of recycled and sustainably sourced materials, and the use of stainless steel and titanium adds to their premium feel.
One notable example of Apple’s renewed focus on design is the iPhone Air, which was teased at this year’s keynote presentation. While its exact specifications and features were not revealed, the device’s design appears to be a throwback to some of Ive’s most beloved creations, including the original iPod and iPhone.
In an interview with Power On, Apple’s Senior Vice President of Hardware Engineering, Greg Joswiak, confirmed that the iPhone Air is indeed the future for Apple’s flagship device. “We’ve been working on this project for a long time, and we’re really excited about where it’s going,” he said. “It’s an incredible device that combines the best of what we do with Apple – durability, performance, and style.”
Another significant departure from previous iPhone designs is the new Pro models, which are available in several different sizes and configurations. While these devices share some similarities with their predecessors, they also introduce some fresh features, including a more advanced camera system and improved biometric authentication.
The camera on the iPhone 17 Pro is particularly notable, as it boasts an unprecedented level of sophistication and versatility. With multiple lenses and advanced software algorithms, the device’s camera can capture everything from stunning landscapes to incredibly detailed portraits.
But what sets the new Pro models apart is their more premium feel. The devices’ sleek, stainless steel bodies are designed to be both durable and visually striking, while their larger screens offer a more immersive user experience.
In terms of pricing, Apple has confirmed that several of its new iPhone models will start at $999 for the 64GB base model, although higher storage capacities and special editions may push prices upwards towards $2,000. While this may seem steep to some, it’s worth noting that these devices are designed to be high-end products with premium materials and advanced features.
In recent years, Apple has also been exploring new avenues for growth, including the development of its own AI chips. The company’s latest move in this area is the launch of a new AI chip called the A17 Bionic, which promises to deliver significant improvements in performance and efficiency.
The A17 Bionic is designed to power the iPhone 17 lineup, as well as several other Apple devices, including the iPad Pro and Mac lineups. With its advanced machine learning capabilities and improved neural network processing, the new chip is set to revolutionize AI-powered features across Apple’s ecosystem.
As the company continues to evolve and innovate, it will be interesting to see how its designers balance tradition with innovation, and whether Apple can ever truly move beyond its design roots. The departure of Jony Ive himself in 2019 has left a significant void, but Alan Dye is tasked with building on his legacy while introducing fresh perspectives.
This year’s notable exits within Apple’s design team have sparked rumors about the company’s plans for its AI chip technology. Industry observers are scratching their heads over the reasons behind these departures, which may be related to differences between the outgoing designer and the company’s leadership.
In terms of the future, it remains to be seen how Apple will continue to push the boundaries of design and innovation in the months and years ahead. With the iPhone 17 lineup now available in stores and online, customers can expect to see a new era of Apple’s design philosophy unfold.