Cupertino, California / Kampala – Apple Inc. has officially unveiled the iPhone 17 Series, headlined by the iPhone 17, iPhone 17 Pro, and the all-new iPhone Air, promising breakthrough performance, advanced camera systems, and record-setting durability.
Speaking at the global launch event, Kaiann Drance, Apple’s Vice President of iPhone Marketing, said the iPhone 17 represents a major leap forward in design and user experience.
“The iPhone 17 features a beautiful, durable design available in five stunning colours: lavender, mist blue, black, white, and sage,” Drance said. “It has a larger 6.3-inch display with thinner borders, ProMotion technology for an adaptive refresh rate up to 120 Hz, and an always-on display that adjusts to 1 Hz when idle—all powered by our most advanced A19 chip built on 3-nanometer technology.”
Drance also highlighted the new Ceramic Shield 2, which offers three times better scratch resistance and a seven-layer anti-reflective coating for superior readability in all lighting conditions.
On the performance side, the A19 chip was designed for both speed and efficiency. “The 6-core CPU, 5-core GPU, and upgraded Neural Engine bring on-device AI and next-level gaming to life, all while delivering all-day battery life and up to eight more hours of video playback than iPhone 16,” Drance added.
Uganda Hosts Official iPhone 17 Launch Livestream
In Kampala, Uganda, Sage Buyers hosted the official iPhone 17 Series launch livestream at Tehila’s Café and Grill, bringing Apple enthusiasts, clients, fans, and industry stakeholders as they witnessed the unveiling of the world’s most anticipated smartphone.
The livestream coincides with a significant milestone for Sage Buyers, Uganda’s trusted Apple gadgets retailer, which this year marks six years of delivering trusted, premium Apple products and services to Ugandan customers.
Dr. Stanley Ssempijja, Team Lead at Sage Buyers, praised both Apple’s innovation and Sage Buyers’ journey: “Tonight is not just about the iPhone 17; it’s about celebrating six years of trust, innovation, and community,” Ssempijja said.
“We’re excited to continue leading Uganda’s Apple experience into the future,” added Ssempijja who has since announced his intention to run as an Independent MP candidate for Makindye East (2026–2031), building on his influence as a youth tech voice and iPhone seller.
Shawn Davis Kawalya, Communications Manager at Sage Buyers, echoed the sentiment: “This event reaffirms our position as Uganda’s go-to Apple partner,” Kawalya said. “It’s about sales, yes, but also about building trust, celebrating global innovation, and connecting with our clients, even in Nairobi and Rwanda.”
A Camera Revolution
Taking the stage to introduce the camera upgrades, Megan Nash, iPhone Product Manager, revealed that the iPhone 17 now features a 48-megapixel dual fusion camera system with an optical quality 2x telephoto lens.
“Our fusion technology combines the capabilities of two cameras in one,” Nash explained. “The main camera delivers incredible 48MP resolution for ultra-sharp photos, while the 24MP default option strikes the perfect balance for everyday shots. And now, with our new 48MP Fusion ultra-wide camera, users get four times the resolution compared to iPhone 16.”
The new Centre Stage front camera was designed with selfie lovers and content creators in mind. “Globally, iPhone users took over 500 billion selfies last year,” Nash said. “We’ve introduced the world’s largest front camera sensor with a wider field of view, automatic AI framing, and incredible stabilisation for ultra-smooth videos and video calls.”
iPhone Air: The Thinnest iPhone Ever
Apple also announced the iPhone Air, which John Temus, Senior Vice President of Hardware Engineering, called “the thinnest iPhone ever.” “At just 5.6 millimetres, the iPhone Air combines Pro-level performance with groundbreaking design,” Temus said. “It features a 6.5-inch ProMotion display with 3,000 nits peak brightness, triple scratch resistance, and—for the first time ever—Ceramic Shield on the back for four times better crack resistance.”
Apple CEO Tim Cook summed up the launch by calling the iPhone 17 Series “the most powerful, durable, and feature-packed iPhones we’ve ever made.” “From the A19 chip and advanced camera systems to the sleek new iPhone Air, this lineup represents Apple’s relentless pursuit of innovation,” Cook said.
In Uganda, the iPhone 17 Series starts at UGX 4.99 million for the iPhone 17 (256GB), UGX 5.99 million for the iPhone 17 Air (256GB), UGX 7.49 million for the iPhone 17 Pro (256GB), UGX 8.49 million for the iPhone 17 Pro (512GB), UGX 8.69 million for the iPhone 17 Pro Max (256GB), UGX 9.69 million for the iPhone 17 Pro Max (512GB), and peaks at UGX 12.99 million for the iPhone 17 Pro Max (1TB). Pre-orders for the iPhone 17 Series open on September 12, with availability beginning September 19.
