The day after the iPhone launch is a busy one for me. This is not about writing and reporting news. Work is always there. But the day is made doubly busy because people suddenly remember me as their friendly neighbourhood tech support. They look at everything new Apple has launched and then they ring me or, if they are feeling a bit shy, they ping on WhatsApp. People I haven’t spoken to in years, in close to a year, they call up. The question is always the same: which iPhone should I buy? When I have offered them an answer, there are follow ups. What is different from this iPhone to that? But that one has this feature and this one has that, so are you sure I should get that iPhone? And so on and so forth.

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On September 10, it was the same story. But this time around I was a bit more indulgent with the questions. I even took pride in being the friendly neighbourhood tech support. This time it is indeed a little tricky to choose between different iPhones. Like it happens every year, there are four iPhones in 2025. But they are positioned differently, which means each of them is meant for a very specific set of users. For regular people, those who might not know their A19 from A18, this can be tricky.

There are four new iPhones in 2025: the iPhone 17, the iPhone 17 Pro, the iPhone 17 Pro Max and the iPhone Air. Of the four, the iPhone 17 has been beefed up significantly. It is tantalisingly close to the iPhone 17 Pro.