Apple Shares 'Detectives' Ad Promoting iPhone 17 Pro Camera
Apple today shared a new "Shot on iPhone" ad promoting the 8x optical zoom feature on the iPhone 17 Pro and iPhone 17 Pro Max.
The ad includes a series of quick zooms to show off what the iPhone 17 Pro models can do. Apple's video description highlight the 200mm focal length of the lens.
With an equivalent 200 mm focal length, the 8x optical-quality zoom makes this our longest iPhone Telephoto ever. So you can get dramatically closer with iPhone 17 Pro.
8x zoom is a new feature this year, exclusive to the iPhone 17 Pro and the iPhone 17 Pro Max. The prior iPhone 16 Pro models were limited to 5x optical zoom.
Popular Stories
Last year, Apple launched CarPlay Ultra, the long-awaited next-generation version of its CarPlay software system for vehicles. Nearly a year later, CarPlay Ultra is still limited to Aston Martin's latest luxury vehicles, but that should change fairly soon.
In May 2025, Apple said many other vehicle brands planned to offer CarPlay Ultra, including Hyundai, Kia, and Genesis.
CarPlay Ultra...
As we wait for WWDC to kick off next Monday, Apple today announced the winners of its annual Apple Design Awards, recognizing apps and games for their innovation, ingenuity, and technical achievement.
The 2025 Apple Design Award winners are listed below, with one app and one game selected per category:
Delight and Fun - CapWords (App) and Balatro (Game)
Innovation - Play (App) and PBJ -...
While the AirPods Max 2 received more attention, Apple also released a second pair of headphones last month: Nike Powerbeats Pro 2.
Nike Powerbeats Pro 2 are the same as the regular Powerbeats Pro 2, except they have a two-tone design consisting of black and Nike's signature Volt neon green-yellow color. The headphones were released on March 20 in the U.S., Canada, Australia, the U.K., and a ...
Popular Stories
As expected, Apple has officially announced that ads are coming to the Apple Maps app on the iPhone and iPad in the U.S. and Canada starting "this summer."
Apple says businesses in the U.S. and Canada only will be able to place ads in search results and at the top of a new "Suggested Places" section in the app.
"Ads on Maps will appear when users search in Maps, and can appear at the top...
When promoting the MacBook Neo, Apple found a surprise hit with a tiny anthropomorphized version of the Mac Finder icon, which people have taken to calling Little Finder Guy. Little Finder Guy starred in some of Apple's early March TikTok videos, and Apple is now targeting Finder fans with a trio of new videos.
Three tutorials on Apple's TikTok account star Little Finder Guy. Videos feature...
The Swiss robotics engineer behind a commercial case that adds USB-C to Lightning iPhones has now built a reverse version: A case that adds a fully functional Lightning port to the iPhone 17 Pro.
Ken Pillonel describes the project as a tongue-in-cheek response to reader requests, and says he has no plans to sell it. "It's part hack, part mod, and one of the most cursed things I've ever...
