Apple has surprised fans with the quiet unveiling of a new addition to its smartphone line-up, the iPhone 17e, marking a rare departure from the company’s typically theatrical launch events.
The technology giant, Apple, is well known for staging elaborate product announcements at its headquarters, Apple Park, often streamed to millions of viewers around the world. But this time the company opted for a more understated approach, revealing the device through a simple post on its official newsroom website rather than a major keynote presentation.
Despite the quieter rollout, the new handset has already generated significant interest among technology enthusiasts. Priced at £599 in the UK and $599 in the United States, the iPhone 17e retains the same starting price as its predecessor, the iPhone 16e, while offering several upgrades designed to boost performance, storage and overall value.
One of the most notable changes is the increase in base storage. Apple has doubled the entry-level capacity, meaning customers can now purchase the device with 256GB of storage at the same £599 starting price. For many users who frequently run out of space due to photos, videos and apps, the larger storage option could prove a major draw.
The new model also introduces a fresh colour option described by Apple as “soft pink”, alongside the traditional black and white variants. The subtle pastel shade is expected to appeal to younger users and social media enthusiasts who favour stylish phone aesthetics.
Speaking about the launch, Kaiann Drance, Apple’s vice-president of Worldwide iPhone Product Marketing, said the company designed the new device to offer long-term value while delivering the features customers most enjoy.
“iPhone 17e combines powerful performance and features our users love at an exceptional value, making it a compelling option for customers looking to upgrade to the iPhone 17 family,” Drance said.
“We know our customers want a product that will last, and iPhone 17e delivers just that. With A19 for incredible performance, double the entry storage, a smarter camera system, and enhanced durability, iPhone 17e is designed to stay fast, secure and valuable for years to come.”
At the heart of the device is Apple’s latest processor, the A19 chip, which the company says delivers “exceptional performance”. The chip is expected to bring faster processing speeds, improved graphics performance and greater energy efficiency compared with previous models.
Photography has also received an upgrade. The iPhone 17e features a 48-megapixel Fusion camera, which Apple describes as effectively offering “two cameras in one.” The system enables an optical-quality 2x telephoto capability, allowing users to zoom in on subjects without sacrificing image quality.
According to Apple, the camera allows users to capture highly detailed images at up to 48MP resolution, or shoot in a 24MP default mode that balances image clarity with manageable file sizes suitable for sharing online or storing on the device.
Another key addition is support for MagSafe wireless charging, a feature that many customers felt was missing from last year’s model. The technology enables fast wireless charging of up to 15W and allows the phone to connect magnetically with a wide range of compatible accessories.
These accessories include chargers, wallets, stands and camera mounts, expanding the functionality of the device for everyday use.
The iPhone 17e will be available in two storage configurations, both offering significantly more space than previous entry-level models. Alongside the new soft pink finish, buyers will also be able to choose between the classic black and white designs.
Pre-orders for the device are set to begin on Wednesday, with full availability scheduled for March 11.
Although the launch was low-key, online reaction has been swift, with many fans praising the improved specifications for the price. On X, formerly known as Twitter, several users highlighted the value of the new storage upgrade and MagSafe support.
“Slam dunk on that feature set and price point,” one user wrote, while another commented: “Excellent value with the addition of MagSafe.”
A third user added: “Wait, 256GB base storage for $599? If that’s real, Apple is finally listening. The A19 chip in a budget model is actually insane value.”
The iPhone announcement was not the only hardware reveal from Apple. The company also introduced a refreshed iPad Air, now powered by the M4 chip, which Apple says significantly improves speed and performance.
The new iPad Air will start at £599 for the 11-inch model and £799 for the 13-inch version, with pre-orders opening soon and availability beginning on March 11.
Bob Borchers, Apple’s vice-president of worldwide product marketing, said the updated tablet was designed to help users unlock greater creativity and productivity.
“iPad Air gives users more ways than ever to be creative and productive, offering powerful performance and incredible versatility to help them turn their ideas into reality,” Borchers said.
“With its blazing performance thanks to M4, incredible AI capabilities, and game-changing iPadOS features, there’s never been a better time to choose or upgrade to iPad Air.”
With both the iPhone 17e and the new iPad Air arriving in stores next week, Apple appears to be betting that improved value and performance — rather than spectacle — will be enough to capture the attention of consumers.
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