Technologies

How Apple Arcade Has Grown Quietly in the Shadow of Nintendo, Xbox and PlayStation

Exclusive: Apple’s answer to the competition has been to offer casual games for a flat fee, and it’s working.

Apple’s mobile gaming subscription service has come a long way since its release in 2019, more than doubling its game library and offering subscribers new releases, remasters and updates every week. And it may have found its first flagship exclusive with Sneaky Sasquatch, a popular, lighthearted game about a Bigfoot-like character adventuring in the woods, hiding from campers and riding go-carts.

Over the three years since its launch, Apple Arcade has continuously added new games that cater to large audiences, while also spotlighting smaller developers who might’ve otherwise gone unnoticed in the App Store.

What began as a simple tab housing about 100 games is now a dynamic section of the App Store featuring new releases and updates, special in-app events and easy-to-navigate categories. That large catalog, reliable service and fresh, microtransaction-free approach to mobile gaming is why I’ve named it a CNET Editors’ Choice pick since its debut.

«We were defining a new category with the first gaming subscription service for mobile, desktop and living room, and challenged ourselves to launch with 100 brand new titles that would capture the quality and fun that we wanted the service to represent,» Matt Fischer, Apple’s vice president of the App Store, told CNET in an exclusive email interview.

Fischer said he believes Arcade debuted with more new games than any gaming service had launched with before, including heavy-hitters like Xbox Game Pass, PlayStation Plus, EA Play and Nintendo Switch Online.

When first announced, Arcade sounded full of possibilities and like a breath of fresh air for mobile gamers who were tired of racking up bills from in-game microtransactions for items like a new look for their character or more power-ups to beat a particularly hard level. Now, for the equivalent price of one console game a year, Apple Arcade offers subscribers who pay $5 a month access to hundreds of games in categories like puzzle, nostalgia, mystery, sports and kids, as well as titles with multiplayer and social features. In addition to adding and updating content, Arcade removes older games every so often, likely as a result of expired contracts.

In 2023, Arcade subscribers can expect more improvements to the service — potentially another big platform refresh like we saw in April 2021, which led to the release of 32 games along with better library organization. Arcade will also likely keep adding larger, more console-style, graphics-intensive games like NBA 2K23 as Apple improves the capabilities of its iPhones, iPads and Mac computers.

How Apple Arcade sets itself apart from the competition

When Arcade launched in September 2019, Apple firmly planted its flag between free and paid games by promising players access to the full experience of any game in its subscription. That was a stark contrast to the freemium model that had come to dominate mobile gaming, regularly charging players for extra features like more levels or help to defeat a particular challenge. Apple’s goal with Arcade is to allow subscribers to play through a catalog of games without constantly being blocked by those in-app purchases or interrupted by intrusive ads. That approach, Apple believed, also provided parents with peace of mind when letting kids play mobile games.

Although Apple doesn’t disclose data about how many Arcade subscribers it has, Ampere Analysis says the service’s content strategy is geared toward success, particularly by providing a source of entertainment for people during the early months of the COVID-19 pandemic.

Arcade also provides a space to spotlight diverse, indie developers who might have otherwise been overshadowed by freemium games in the App Store, a goal that it’s accomplished.

«There are billions of players in the world looking for different types of entertainment experiences,» Fischer said. «Apple Arcade appeals to a wide range of players of all ages and backgrounds, and so should the teams that make the games. We want to ensure we’re bringing the best content and gaming experiences to our subscribers from developers that also uphold our values of innovation, creativity, diversity, and inclusion.»

I’ve been covering Apple Arcade since the beginning, and one of my favorite parts has been hearing the developers’ stories — where the idea for a game came from, how the creators put themselves into a project — and having my expectations flipped.

For example, I don’t gravitate towards sports games, but after talking to the Snowman team (Where Cards Fall, Alto’s Odyssey: The Lost City), the atmospheric, lo-fi skateboarding game Skate City became a go-to title for me. In addition to the main character of Cardpocalypse being in a wheelchair, The Get Out Kids featured a Muslim family — one of the first times I’d seen representation like that in a video game.

Arcade games have also won awards, including titles like Where Cards Fall and Sayonara Wild Hearts. Some of its titles have also expanded to run on other gaming services like Steam, Switch, Xbox and PlayStation.

As for one of the biggest knocks against the service — that it doesn’t have a flagship exclusive game like Halo on Xbox and Mario on Nintendo — Fischer says Apple sees a lot of potential in Sneaky Sasquatch from RAC7, one of the service’s top games, with a rating of 4.9 out of 5 stars. In the game, players explore campsites — undetected by the cranky park ranger or other campers —and fill their backpack with picnic leftovers for themselves and other animals. Since its launch with the service in 2019, Sneaky Sasquatch has received multiple updates expanding the game’s world with features like careers, vacation spots and vehicles options for Sasquatch.

For Apple Arcade’s third anniversary, I asked Fischer how the service has progressed and what comes next. He told me about how Apple sees the store against its competition, what customers have been asking for and how he finds new games that take advantage of hardware advances made possible by Apple’s M2 chip powering Mac computers and the A14 Bionic chip for the iPhone and iPad.

Here’s a lightly edited version of our exchange.

Q: Describe the inception of Apple Arcade. What made Apple want to expand into mobile gaming?

Fischer: Players love the huge catalog of games available on the App Store, from casual titles to console-quality experiences, many of which are free to download and offer in-app purchases or ads within the experience. However, many users are also looking for game experiences they can enjoy without interruptions, [and] without having to pay up-front for each title.

So we saw an opportunity to bring an exceptional set of games together for players who want unlimited access to an evolving catalog of great games, all for a low monthly price, all without in-game ads or in-app purchases. For developers, we sought out partners from around the globe who wanted to build and deliver titles that offered great gameplay, where they didn’t need to design in different business models or advertising to fund the games.

When we launched Apple Arcade, we were thrilled by the reception from both players and developers. The mobile gaming subscription model is an exciting new direction for us. The kinds of games we’re showcasing on Arcade continue to help define the App Store as the world’s best marketplace for games, and iOS the world’s most vibrant gaming platform, with Apple Arcade being complementary to the App Store’s massive catalog of games.

Q: What challenges did Apple face prior to launching the service? After launching the service?

Fischer: Launching the service was very exciting for us, but also quite daunting. We were defining a new category with the first gaming subscription service for mobile, desktop and living room, and challenged ourselves to launch with 100 brand new titles that would capture the quality and fun that we wanted the service to represent. Not only were we proud of the amazing content we had, but also that we launched with more new games than any gaming service had ever launched with before. That includes services like Xbox Game Pass, PlayStation Plus, EA Play, and Nintendo Switch Online. That in and of itself was a monumental task. There were a lot of last-minute changes and tweaks, but it all came together and it was a great launch. The catalog was quickly praised for its high-quality content, and we saw a lot of interest from players from all over the world.

Over time, something we heard consistently from players was that they wanted more casual titles, along with many of the richer Arcade Originals in the catalog. So we saw another great opportunity to offer our subscribers a collection of classic games along with award-winning titles from the App Store, but with all the benefits that players love about the service. In April 2021, we introduced two new categories of games, App Store Greats and Timeless Classics, to expand the catalog. We’ve seen great success with these games, with titles like Solitaire by MobilityWare and Fruit Ninja Classic+ frequently appearing in our top 10 list alongside many of the top Arcade Originals like NBA 2K23 Arcade Edition and Sneaky Sasquatch.

Q: What was Apple’s process for approaching developers to be a part of the service?

Fischer: Fun games, creative ideas. It can be that simple. We want to be able to provide our subscribers with an amazing catalog of high-quality games of all shapes and sizes. We have relationships with nearly every developer in the world, from big publishers to acclaimed creators to respected indie studios. Great games can truly come from anywhere. We continue to identify and work with new talent as well as developers who have created many of the best games in history, both on mobile and other platforms. There are billions of players in the world looking for different types of entertainment experiences. Apple Arcade appeals to a wide range of players of all ages and backgrounds, and so should the teams that make the games. We want to ensure we’re bringing the best content and gaming experiences to our subscribers from developers that also uphold our values of innovation, creativity, diversity and inclusion. Wylde Flowers is a great example of this. The game features inclusive, diverse, and memorable characters voiced by an authentic voice cast, and recently won an App Store Award as the 2022 Apple Arcade Game of Year.

Q: One of the biggest criticisms around Apple Arcade is that the service doesn’t have a flagship exclusive game, like Halo on Xbox, Mario and Nintendo, etc. What’s Apple’s plan to attain a title that could be synonymous with the service?

Fischer: Breaking new IP in any entertainment business is challenging, but especially so in gaming. Developing hit games takes time. We have been primarily focused on building a broad catalog that reaches many different players rather than trying to find one flagship game. We want everyone to find something they will love.

One game that’s continued to grow in popularity on Apple Arcade is Sneaky Sasquatch from RAC7, a two-person team from Vancouver. It was one of our launch titles and has constantly evolved with regular updates throughout the years. The game has expanded into a much richer world with many new adventures and is consistently one of our top-performing titles. We hear from fans of the game from all over the world, of all ages, on how much they love Sneaky Sasquatch. We see a bright future ahead for Sneaky.

Q: How does Apple choose games for the service? Is player feedback or metrics taken into account when choosing new games?

Fischer: As I mentioned before, fun games and creative ideas go a long way. We do pay attention to what players are responding to and make adjustments accordingly, looking for games that will appeal to them. But we also like to make bets on independent developers with visionary ideas so we can help bring them to life. We provide developers an opportunity to create the games they want without worrying about monetization mechanics, which in turn, provides players with innovative games that may not have seen the light of day without Apple Arcade.

Q: Back in July, subscribers noticed about 15 games in a Leaving Soon category, which prompted questions about games being taken off of Apple Arcade. Those weren’t the first titles to leave the service, but it was a sizable portion of the overall catalog. How do you decide what gets taken off?

Fischer: Since the beginning of Apple Arcade, our vision has always been to evolve the catalog to provide players a continually new selection of fun games to play on all their favorite Apple devices including iPhone, iPad, Mac and Apple TV. We launched the service with an unprecedented collection of over 100 new games and have since added more than 150 titles. We’ve also released more than 500 new content updates for existing games since the service launched. The catalog stays fresh so that players can enjoy their favorite Arcade games for years, while checking out new titles across a wide variety of genres. We look to have a regular cadence with only a handful of games leaving monthly, enabling us to focus on consistently bringing new exciting games and updates to players on a weekly basis.

Q: Is there a metric that measures the success of a game on Arcade? Number of downloads? Minutes played?

Fischer:We look at ratings and reviews as player feedback is very critical for us in delivering the best possible service for our users. The most important thing for us is player satisfaction — are they understanding the benefits of the subscription model; are they aware of the incredible selection of games the service makes available; do they stay subscribed and find value in the service.

Q: Apple’s catalog has featured a lot of diversity — characters with disabilities, different religions, etc. What is Apple Arcade doing to actively recruit developers and publishers who make those kinds of games?

Fischer:We want the characters in our games and our overall catalog to reflect the world we live in, and to embrace Apple’s values, so we always discuss this with developers upfront. We’ve since reached the point now where many developers understand this about Apple Arcade and are bringing us ideas with diverse characters and perspectives. A few good examples of this are Wylde Flowers and Gibbon: Beyond the Trees.

Q: What’s a dream game that Apple hopes to join the service in the future?

Fischer:I would say many of our dream games are already available on the service — Fantasian, Wylde Flowers, The Oregon Trail, Sneaky Sasquatch, Skate City, Grindstone, Gibbon: Beyond the Trees, Mini Motorways. … I can go on and on. But Arcade is not just about one title. That’s not really how we think about it. We want a great catalog with several compelling choices for every type of player.

Q: What are Apple Arcade’s ambitions for the kinds of games that are available on the service, especially as the technology in iPhones and iPads continues to advance?

Fischer:Our ultimate goal is to continually refresh the catalog with new games; some are easy to pick up and play, others offer a deeper gameplay experience, some are great games to play solo or with family and friends, but all in all, it is about having fun. Apple also continues to drive major innovations in gaming with Metal, A14 Bionic, M2, and augmented reality. We’ll continue to work with developers to help them take advantage of the advances in our hardware and software to provide the best gameplay experiences for our users.

Q: Has Apple considered a dedicated [Apple-made] console system or controller for its games?

Fischer:Our focus right now is continuing to build Arcade and meeting our players’ needs and expectations.

Q: Now that Apple Arcade is entering its third year, where is the service in terms of expectations? Is Apple happy with subscriber numbers and active users, or is that still an area of focus?

Fischer: We’re thrilled with how the service is performing and how much it has grown thus far. We have an incredibly broad and deep catalog that our players are loving and we continue to deliver exclusive new versions of hit games like NBA 2K23 Arcade Edition, Jetpack Joyride 2 and Cooking Mama: Cuisine. We have new titles as well like Air Twister from renowned developer Yu Suzuki, and hit games based on popular IP like Lego Star Wars: Castaways and Warped Kart Racers. We’re excited about the future of the service and look forward to our continued work with amazing and talented developers from around the world.

Technologies

How to Play Soulframe Preludes. The Limited Alpha Period Starts Now

Developer Digital Extremes is opening the doors to its fantasy adventure, at least for this weekend. Here’s how to join.

Whether you’re a fan of Warframe’s brand of sci-fi RPG ninja looting or you’re locked in on Elden Ring Nightreign’s hard-core dark fantasy raids, developer Digital Extremes’ next game might be right up your alley.

Soulframe is an upcoming dark fantasy MMO experience where players, controlling powerful characters known as Envoys, burn the evil out of the land of Midrath. Whereas Warframe is a sci-fi adventure, Soulframe explores human connections with nature through a world of living fables.

The game’s combat centers on third-person hack-and-slash action, as well as magic and ranged weaponry. The classic Digital Extremes attention to detail was put into the arsenal of weapons, which will grow and expand alongside the game.

During the weekend of July 19, as TennoCon 2025 roars to life, all prospective Soulframe players will be allowed into a brief test of the game as the alpha opens up. Here’s how to try it out.

Read more: Warframe Isleweaver’s Spider-Man-Like Frame Is a Masterpiece of Design

What is Soulframe Preludes?

Soulframe is the biggest game developed by Digital Extremes since the release of Warframe in 2013. Despite the similar naming conventions, Soulframe isn’t a prequel to Warframe. The two games take place in entirely separate worlds and spin out unrelated narratives. This is a brand-new game with different gameplay mechanics that’s perfect for players looking to jump into something different.

Soulframe Preludes is the closed alpha version of the game, meaning a lot could change between now and the actual release. The latest update, Soulframe Preludes 10, went live May 27.

The current iteration of the game lets players battle corrupted foes like the Will-o-wings and Mendicant King, wield fearsome weapons and sidearms and even ally with factions to befriend their very own (fearsome) wolf pup.

Soulframe Preludes is a way for development to continue while gathering community suggestions from previewing players, and getting a key to the closed alpha qualifies you to join a special Discord server (and will unlock for you the Alca’s Eye item in-game upon the full release, as appreciation for your feedback).

How to get into the Soulframe Preludes alpha during TennoCon 2025

Soulframe Preludes is currently available only to PC gamers because this is a limited alpha launch intended for community-centric testing and development.

Anyone who creates a Soulframe account will be able to access Soulframe Preludes 10 for the duration of TennoCon 2025. Here’s a step-by-step guide to start your Soulframe journey:

Go to Soulframe’s online home page.
Click the «join us» button.
Fill out an email address, password and envoy name (this will become your Soulframe in-game name, so choose wisely).
Accept the privacy policy and participation agreement.
Click «join us» and check your email for a verification link.
Optionally, you can navigate to your account’s personal information and link a Twitch account to earn Soulframe Twitch drops for the game’s full release.
Download the Soulframe Preludes build from the website’s home page.

Can I play Soulframe Preludes after TennoCon?

You’ll be able to play Soulframe Preludes after the TennoCon open alpha test is closed, but you’ll once more need to sit tight for an access key to do so. You need a Soulframe account spun up to be eligible for Soulframe Preludes access.

The good news is that following the same steps to enter Soulframe Preludes during TennoCon 2025 puts you in the pool to be sent a key to access the game after the alpha closes again. It’s likely there will be additional open play tests in the future, but Digital Extremes hasn’t indicated when those might be — so if you want to play soon, keep an eye on your email.

Once you’ve verified your email address, there’s nothing else you can do but wait for a Soulframe Preludes key. These are released in weekly waves and include keys for friends as well, so if you’re lucky enough to have co-op buddies, they might be able to usher you into the alpha more quickly.

Technologies

Is the iPhone 17 Pro Going to Be Big and Orange? We Rounded Up the Rumors

The new Pro could have an upgraded display and a better camera. Let’s unpack what we know so far.

The new iPhone is likely just a couple of months away from release, and rumors about an iPhone 17 Pro have been ramping up.

Although whispers about an ultrathin iPhone 17 Air have hogged a lot of the attention, the Pro models tend to include more upgraded features. In addition to a surprising new color, rumors tout an A19 Pro chip and a 48-megapixel telephoto lens. And rumors also have it that the Pro could get the much-coveted scratch-resistant antireflective display (more on all that later).

And though timelines and details have remained squishy, US President Donald Trump’s tariffs still loom large amid the anticipation of the rumored iPhone 17. Each day brings more uncertainty about how much tariffs could raise the price of an iPhone, including a 25% tariff that Trump targeted at Apple after it announced US iPhone manufacturing would move to India — not the US — to avoid Chinese tariffs.

Apple hasn’t announced anything or confirmed any rumors, and we likely won’t find out for sure until the next iPhone officially comes out. Until then, we’re tracking all the biggest leaks and rumors about the iPhone 17 Pro and sharing what we’ve heard so far.

Read more: 5 iPhone 17 Pro Max Rumors Are Making Me Rethink My Next Upgrade

iPhone 17 Pro’s rumored camera bump redesign and 48MP telephoto lens

The iPhone 17 Pro’s camera has been the subject of multiple rumored changes, most notably that Apple could add a horizontal camera bar that spreads across the width of the phone. The front-facing «selfie camera» could also be getting an upgrade.

In January, Bu posted a leaked image on X suggesting that the phone could feature a pill-shaped camera bar that looks a lot like the camera bar on Google’s Pixel 9 phone.

That raised the question of whether the iPhone 17 Pro would align the three camera lenses in a single row or leave them stacked in a pyramid design, as it did with the iPhone 16 Pro.

In February, Bu posted CAD renders of what could be the iPhone 17 lineup, and Front Page Tech also shared iPhone 17 Pro renders in this video on YouTube (Apple filed a lawsuit against YouTuber Jon Prosser, featured in this video, over leaks about the iOS26):

Both showed horizontal camera bars for the iPhone 17 Pro models that keep the stacked lens layout.

Pu wrote in March that the iPhone 17 Pro and Pro Max will feature a 48-megapixel telephoto rear camera, up from 12 megapixels on the iPhone 16 Pro models. That would mean all three cameras on the iPhone 17 Pro models — wide-angle, ultrawide and telephoto — would be 48 megapixels.

And as for your selfies, analyst Jeff Pu reports that the front-facing camera will be upgraded from 12 megapixels on the iPhone 16 to 24 megapixels on all iPhone 17 models.

Front Page Tech reported in April that the iPhone 17 Pro and iPhone 17 Pro Max may also add a built-in video feature that allows you to record with the front and rear cameras simultaneously. The feature would let you overlay a shot of your face over an outward-facing video.

Read more: iPhone 17 Cameras Might Get Improved Video Skills. As a Creator, I’m Excited

Pro displays could get antireflective upgrade

On July 16, MacRumors cited a «reliable source» in reporting that the Pro and Pro Max could get a scratch-resistant antireflective display, reversing itself on previous reports that Apple had to scrap plans due to scaling issues. If the latest rumor proves true, the upgrade from Apple’s Ceramic Shield display could prove an enticing feature for the Pro and Pro Max.

CNET Managing Editor Patrick Holland, who’s been reviewing phones for CNET since 2016, called the antireflective display one of the best attributes of the Samsung Galaxy S25 Ultra.

Apple Insider reported in May that the iPhone 17 could get a larger display than the iPhone 16. DSCC founder and Counterpoint Research VP Ross Young posted on X that the base iPhone 17 will be 6.3 inches, an upgrade from the iPhone 16’s 6.1-inch display. In theory, that means the iPhone 17 would have the same screen size as the iPhone 17 Pro.

The iPhone 17 Pro and Pro Max are rumored to continue with a 6.3-inch and 6.9-inch display, respectively, similar to the iPhone 16 Pro Max.

Rumored design changes for the iPhone 17 Pro and Pro Max

The latest rumors about the iPhone 17 Pro and Pro Max design include colorful developments and a new frame composition.

Orange among the Pro color lineup

Rumors of a new color for the iPhone started in April, when Twitter user and leaker Majin Bu (not the Dragon Ball Z character) posted that the iPhone 17 Pro and Pro Max could get a sky blue option.

But on July 14, Bu posted that Apple is ditching sky blue for the Pro Models, with only the rumored iPhone Air claiming the hue. Then on July 17, Bu posted on X a photo of Pro mockups in four colors:

black
silver
dark blue
orange

iPhone 17 Pro New Colors Revealed
Full Article:https://t.co/3knFKWBdB7 pic.twitter.com/tGoZABVTGP

— Majin Bu (@MajinBuOfficial) July 17, 2025

Digital blogger Weibo later said that one of the colors is «related to the liquid glass design of iOS 26,» saying it would be white but with different visual effects depending on which light it was in.

For reference, the iPhone 16 and Plus made a splash last year when they debuted pink, teal and ultramarine color options, alongside the standard white and black. The iPhone 16 Pro and Pro Max introduced a new color, desert titanium — a restrained shade of peach — alongside the classic natural titanium, white titanium and black titanium options.

The Pro models have traditionally featured more muted colors, so the prospect of an orange or glass-inspired color could offer an exciting new look for the Pro.

Apple logo moving lower

The Apple logo on the back of the phone may be moving lower on the Pro models, as shown in a Bu post on X of an iPhone 17 mockup:

iPhone 17 Pro design: logo moves lower.
Here’s why
Full Article:https://t.co/xeC6d0oBeN pic.twitter.com/Q8QwkT56IL

— Majin Bu (@MajinBuOfficial) June 28, 2025

The change in location is reportedly coming to make room for the larger camera bump design.

Improved audio quality

On June 2, wccftech, said the iPhone 17 Pro and Pro Max would get longer earpieces, citing a post on X from @duanrui1205. In theory, that could signal improved audio clarity. At the Worldwide Developers Conference later in June, Apple said audio quality will improve with software updates in AirPods with H2 chipsets. CNET got to learn firsthand how Apple tests, calibrates and tunes the audio (and video) on an iPhone. Additional improvements in audio quality could potentially elevate an already impressive feature.

More RAM for iPhone 17 lineup

Apple Intelligence and AI are likely to play more prominent roles with the iPhone 17. To support the new features, all the iPhone 17 models will step up to 12GB of RAM, tipster Digital Chat Station reported in April. Kuo has also suggested this could happen, according to Digital Trends.

Considering that the iPhone 16 lineup had 8GB of RAM across all models, this could be a big upgrade for the iPhone 17.

Aluminum frames for all, except Air

There’s been plenty of discussion about whether the iPhone 17 Pro will ditch its titanium alloy frame for an aluminum one. In February, MacRumors said Pu predicted that the iPhone 17, iPhone 17 Pro and iPhone 17 Pro Max will have all aluminum frames or potentially part glass, part aluminum for better durability. The iPhone 17 Air would stick with Apple’s current titanium frame — or possibly a mix of titanium and aluminum.

Dynamic Island size in question

Pu predicted in May that all iPhone 17 models will use a new metalens technology for the proximity sensor, which could result in a smaller Face ID sensor and Dynamic Island, according to a report by 9to5Mac. However, Pu’s report contradicts Kuo, who said that the iPhone 17’s Dynamic Island would remain «largely unchanged» compared to the iPhone 16.

Dimensions

According to a report by 9to5Mac in May, the iPhone 17 Pro line may be thicker, 8.725mm, compared with the iPhone 16 Pro, which clocks in at 8.25mm thick. That larger size could potentially make room for more battery.

In a post on X on July 11, Majin Bu showed a video of a case for a thicker iPhone 17 Pro model, with the design likely based on the iPhone 17 Pro’s rumored dimensions:

New Magsafe Case Design for iPhone 17 Pro pic.twitter.com/ynavEmiPam

— Majin Bu (@MajinBuOfficial) July 11, 2025

New A19 Pro chip could improve performance

There’s been some back and forth about the chip for the rest of the iPhone 17 lineup, but rumors have consistently given the iPhone 17 Pro and Pro Max the A19 Pro chip.

More recently, MacRumors reported that a Weibo account known as Fixed Focus Digital said the iPhone 17 Air will also come with an A19 Pro chip, like the Pro models. But the Air would have a 5-core GPU, according to the rumor, whereas the iPhone 17 Pro and Pro Max would get a 6-core GPU. An upgraded GPU could improve graphics and video rendering.

Battery life could get a big boost

What good is a new phone if it doesn’t last all day, right? The iPhone 17 Pro Max will get the biggest ever battery in an iPhone, the Weibo leaker known as Instant Digital said in a post on X, as reported by MacRumors. However, the site noted Instant Digital’s spotty record with Apple rumors. If the Pro’s dimensions are identical to the Pro Max’s, as they’re rumored to be, it stands to reason that the Pro could get the bigger battery, too.

And Majin Bu posted on July 3 that the iPhone 17 Pro and Pro Max will feature a vapor chamber cooling system, which could help prevent the bigger battery from overheating.

iPhone 17 Pro release date expected in September

In the past several years, Apple has consistently announced its new phones on the first Tuesday of September after Labor Day. However, the first Tuesday is the day after Labor Day in 2025, so that could push the date for the iPhone event to Wednesday, Sept. 3 or Tuesday, Sept. 9. That would mean a release date of Sept. 12 or 19.

This likely will be the case with the full iPhone 17 lineup, with the exception of the iPhone 17E, which could arrive in early 2026, according to Apple analyst Ming-Chi Kuo and a report from The Information.

The iPhone 17 lineup may be the last to follow this fall-release model. Starting with the iPhone 18, Apple will reportedly split its phone releases so that lower-cost iPhones launch in the first half of the year and the higher-end Pro models become available later in the year. But that isn’t expected to happen until 2026 so you can likely still expect the iPhone 17 Pro to become available this fall.

Preorders for a new iPhone typically begin the Friday after the announcement, with the phone shipping a week later. Based on the expected announcement on Sept. 3 or 9, the preorder date could be either Sept. 5 or 12.

Tariffs could raise the price, but there are other factors

Trump has raised, lowered and paused tariffs a dizzying number of times since February, all of which could affect the cost of the iPhone 17 Pro.

Apple, which says it could move much of US iPhone production from China to India, has escaped many of the tariff hikes thanks to a reciprocal tariff exemption list that includes many phones, laptops and other electronics that Apple produces.

However, all the reprieves appear to be temporary so reciprocal tariffs could still affect prices by the time the iPhone 17 is released.

Trump threatened Apple with a 25% tariff on all iPhones made outside the country in a social media post on May 23. Later that day, he said that all smartphones — not just iPhones — would be hit with the 25% tariff by the end of June if they don’t move operations to the US.

Regardless of how tariffs play out, Apple plans to raise iPhone prices later this year, The Wall Street Journal reported. Apple apparently plans to ascribe the price increase to better features and design costs so it can avoid pointing the finger at tariffs and incurring the wrath of Trump (like Amazon temporarily did).

Holland points out that the iPhone is overdue for a price bump. He noted that Apple has never increased the price for an iPhone Pro ($999) since the iPhone X was first introduced in 2017.

So yes, you should expect to pay more for the iPhone 17, regardless of tariffs.

Read more: Thinking About Buying a New iPhone? Here’s Why You Should Wait

Are new iPhone rumors and leaks to be trusted?

Here’s the part where I come in and say: Everything’s a rumor until Apple officially releases the next iPhone. Rumors and speculation leading up to the iPhone’s release are often based on insider knowledge or leaked information from teams working on the iPhone’s designs, but those designs are works in progress — not necessarily the final product.

Technologies

My Early Time Testing the Galaxy Z Flip 7 Brought a Smashing Surprise

Commentary: Samsung rolled out a major change to its foldable phones. And I can definitely vouch for the Galaxy Z Flip 7’s sturdiness.

If you’re concerned about how durable Samsung’s foldable phones are, I’m here to tell you not to worry. And that’s especially true when it comes to the new Galaxy Z Flip 7, which holds its own among today’s best smartphones.

After less than six hours with the Galaxy Z Flip 7, I accidentally performed my own informal drop test. At a catered affair in Brooklyn, I walked outside to get a view of the waterfront, and when I pulled the Z Flip 7 out of my pocket, I fumbled it. I watched helplessly as Samsung’s newest foldable phone fell to the ground. The noise it made when it clacked against the concrete caused everyone around to look at me with a knowing, sympathetic expression that said, «Aw, that’s a shame. Your phone is toast.»

Have you ever dropped your phone? There’s that Schrödinger’s cat-like moment before you pick it up when you’re anxious to see if the phone survived.

Fortunately, the Galaxy Z Flip 7 was fine. The 4.1-inch cover screen didn’t have any cracks or scuffs. The 6.9-inch inner display was unharmed because the phone was shut. The only tell that it kissed the ground was a tiny scuff on the bottom of the phone near the microphones. Samsung’s claim that its new «Armour Flex Hinge» is built to withstand impact is indeed true.

In the early days of foldable phones, one of the biggest unknowns was their durability. It’s amazing that about six years later, the Galaxy Z Flip 7 can handle being dropped on concrete like it had landed on a velvet pillow. Now, I still wouldn’t take the Flip 7 (or any foldable phone) to the beach, as it can only withstand particles that are 1mm or larger. So going to a confetti factory would be fine, but a salt factory is a definite no-no.

The Galaxy Z Flip 7’s thin design

The star of Samsung’s Galaxy Unpacked event was the Galaxy Z Fold 7. At 8.9mm thick when closed, the Fold 7 is ridiculously thin. The Galaxy Z Flip 7 looks like it also went on Ozempic, but it’s 13.7mm thick when closed. That’s slim, but not Fold 7 slim. Why couldn’t the Flip 7 be super slim like the Fold 7? I just keep imagining a Galaxy Z Flip 8 with the same thinness as the Fold 7.

For some perspective, here’s how the Flip 7 compares to its clamshell kinfolk:

Galaxy Z Flip 7 thickness vs. other flip phones

Phone	Closed	Open
Samsung Galaxy Z Flip 7	13.7mm	6.5mm
Samsung Galaxy Z Flip 6	14.9mm	6.9mm
Motorola Razr Plus	15.32mm	7.09mm
Motorola Razr Ultra	15.69mm	7.19mm
Motorola Razr (2025)	15.85mm	7.25mm

The Galaxy Z Flip 7’s big cover screen

The original Galaxy Z Flip had a tiny, 1.1-inch pill-shaped cover display. It was perfect for showing the time but pretty much useless for anything else. The defining feature on the Galaxy Z Flip 7 is its 4.1-inch cover display. The screen looks incredible. I was checking my notifications on the screen under direct sunlight and was able to read everything. One of the hang-ups I had reviewing the Galaxy Z Flip 6 was switching from the inner screen to the cover display outdoors. There would be times on sunny days where I could barely make out what was on the cover display, despite having no issues with the main screen.

Samsung has increased the maximum brightness of the Flip 7’s cover screen to 2,600 nits, which is the same as the inner display. Both screens now top out at 120Hz, too, which should make for a much more consistent experience by having system animations, gameplay and scrolling through a social feed look super smooth.

The 6.9-inch inner screen is big, but it doesn’t feel unwieldy when I use it. The Flip 6 had a 6.7-inch display, but that extra 0.2 inches on the Flip 7’s screen makes it feel much bigger, which my middle-aged eyes are grateful for.

In terms of functionality, the cover screen’s natural state is widgets. And some, like Spotify’s widget, are all I need in lieu of using full apps. But I want apps on the home screen, so I need to enable this functionality in the Labs section of Settings and download the MultiStar app. It takes a couple of minutes to set up, but I do wish the interface supported apps by default.

The Galaxy Z Flip 7’s cameras

The Flip 7 has three cameras: a 50-megapixel wide-angle, a 12-megapixel ultrawide and a 10-megapixel selfie camera (in the main 6.9-inch screen). The cameras are the same as those on the Flip 6 and Flip 7 FE. But the phones run on different processors, so differences or improvements in photos and videos (if any) will come from Samsung’s processing and machine learning.

Here are some of my favorite photos from the Galaxy Z Flip 7 so far:

Galaxy Z Flip 7 final thoughts for now

Samsung gave its foldable line a major overhaul. And while the Galaxy Z Fold 7 feels like an entirely different phone from previous Folds, the Galaxy Z Flip 7 seems like a nice refinement. I will say that I’ve had only two days with the phone. And as enamored as I am with the larger cover screen, I’m excited to see how the battery life measures up.

Samsung gave the Flip 7 a 4,300-mAh battery (compared with the Galaxy Z Flip 6’s 4,000-mAh battery), but I wonder if the increased capacity will be offset by the power needed for its Exynos 2500 chip and those larger, brighter displays.

I have a lot more testing to do. But as I work my way toward a full review, I’ll try not to drop the Flip 7 anymore.

Samsung Galaxy Z Flip 7 specs vs. Motorola Razr Ultra, Samsung Galaxy Z Flip 6

	Samsung Galaxy Z Flip 7	Motorola Razr Ultra (2025)	Samsung Galaxy Z Flip 6
Cover display size, tech, resolution, refresh rate	4.1-inch AMOLED, 948×1,048p, 120Hz refresh rate	4-inch pOLED, 2,992×1,224p, up to 165Hz variable refresh rate	3.4-inch AMOLED; 720×748 pixels; 60Hz refresh rate
Internal display size, tech, resolution, refresh rate	6.9-inch AMOLED, 2,520×1,080p, 1-120Hz refresh rate	7-inch AMOLED; 1,272×1,080p, up to 165Hz variable refresh rate	6.7-inch AMOLED; 2,640×1,080 pixels; 1-120Hz refresh rate
Pixel density	Cover: 342ppi. Internal: 397ppi	Cover: 417 ppi. Internal: 464 ppi	Cover: 306 ppi. Internal: 425 ppi
Dimensions (inches)	Open: 2.96×6.56×0.26 Closed: 2.96×3.37×0.26	Open: 2.91×6.75×0.28 Closed: 2.91×3.47×0.62	Open: 6.5 x 2.83 x 0.27 Closed: 3.35 x 2.83 x 0.59
Dimensions (millimeters)	Open: 75.2×166.7×6.5 Closed: 75.2×85.5×13.7	Open: 73.99×171.48×7.19 Closed: 73.99×88.12×15.69	Open: 165.1×71.9×6.9 Closed: 85.1×71.9×14.9
Weight (grams, ounces)	188 g (6.63 oz)	199 g (7 oz)	187 g (6.6 oz)
Mobile software	Android 16	Android 15	Android 14
Cameras	50 megapixel (main), 12 megapixel (ultrawide)	50 megapixel (wide), 50 megapixel (ultrawide)	50 megapixel (wide), 12 megapixel (ultrawide)
Internal screen camera	10 megapixel	50 megapixel	10 megapixel
Video capture	4K at 60fps	4K	TBD
Processor	Samsung Exynos 2500	Snapdragon 8 Elite	Snapdragon 8 Gen 3
RAM/storage	12GB + 256GB, 12GB + 512GB	16GB + 512GB, 1TB	12GB + 256GB, 512GB
Expandable storage	No	None	None
Battery	4,300 mAh	4,700 mAh	4,000 mAh
Fingerprint sensor	Yes	Side	Side
Connector	USB-C	USB-C	USB-C
Headphone jack	None	None	None
Special features	One UI 8, IP48 water resistance, 25-watt wired charging, Qi wireless charging, Wi-Fi 7, Bluetooth 5.4, Galaxy AI	IP48 rating, 68-watt wired charging, 30-watt wireless charging, 5-watt reverse charging, dual stereo speakers, Corning Gorilla Glass Ceramic cover display, 3,000 nits peak brightness on cover display, 4,500 nits peak brightness on main display, 5G.	IP48 rating, 25-watt wired charging, wireless charging + powershare, 3x optical zoom (up to 10x digital and 30x Space Zoom with AI Super Resolution tech)
US price starts at	$1,100	$1,300	$1,100