New Apple Ad Highlights iPhone 17 Pro's Vapor Chamber Cooling

[MacRumors]

Apple has published a new ad for the iPhone 17 Pro on its YouTube channel, highlighting the device's vapor chamber cooling and A19 Pro chip.

Titled "Peak Performance," the minute-long ad opens with a man running through an arid desert landscape when storm clouds coalesce above him. A drop of water falls from the sky and evaporates on his forehead, providing him with super-human performance and multitasking ability. A voiceover says:

The Apple A19 Pro chip is vapor cooled. Because when you run cool, you can push your limits. And juggle over 35 trillion complex tasks a second. Just imagine if we were that powerful...

As the man continues to run, he plays the keys on an elongated piano while solving a Rubik's cube with one hand, then breaks through a wall and dashes through a room of singers, before smashing through another wall and eclipsing the camera view.

Apple overhauled the thermal design of the iPhone 17 Pro models, adopting a vapor chamber cooling system. With the vapor chamber system, a small amount of deionized water moves heat away from the A19 Pro chip and distributes it throughout the iPhone's aluminum unibody frame. Apple says the design allows for 40 percent better sustained performance for demanding tasks.

Starting at $1,099 for the Pro and $1,199 for the Pro Max, the iPhone 17 Pro models are more expensive than the $999 iPhone Air and the $799 iPhone 17, but they have the most advanced feature set available in the iPhone line.

Article Link: New Apple Ad Highlights iPhone 17 Pro's Vapor Chamber Cooling

 

[Davieis]

Apple used to focus on why their products are better than the competition and how they enrich people’s lives in promotional campaigns.

Now they are just cringeworthy and show no actual real world benefits. They’re getting worse and worse as the years go by.

 

[Matthew.H]

Love how many Pro owners, which frankly used to include me before getting the base 17, use their phones for average day to day tasks and will never use anywhere close to the peak performance available anyway.
Cameras are a big seller for a lot of people. It would be interesting to see how Pro sales would be affected if Apple put the best 3 lens camera system in the standard model as well.

 

[AlexESP]

Apple ads are just getting worse and worse as the years go by.

Depends. In general, they make more of them, so the proportion of “mainstream” ones increases. But they have really good ones, like the MBP M4 chips one, or the iPad Pro “crush” (although I know some people didn’t like it), some of their best ever in my opinion.

 

[trokia]

I didn't really like the final design. I'm not sure how successful the steam room will be. However, we can see that it has attracted users.

 

[Neewbee]

Apple used to focus on why their products are better than the competition and how they enrich people’s lives in promotional campaigns.

Now they are just cringeworthy and show no actual real world benefits. They’re getting worse and worse as the years go by.

they used to make this

 

[kotaKat]

Peak performance for everything except Siri. That we had to leave dain-bramaged.

 

[NMBob]

"Our phones get so hot we had to put water inside to keep them cool."

What happens if the phone gets really cold?

 

[AlexESP]

they used to make this

Very similar idea to this done they made last year…

 

[bebarhood]

Not gonna lie, that was a very "cool" ad.

 

[JoeSilver]

Cameras are a big seller for a lot of people. It would be interesting to see how Pro sales would be affected if Apple put the best 3 lens camera system in the standard model as well.

That would become even closer to a Pro, so even more people would never use anywhere close to peak performance available.

 

[uacd]

"Our phones get so hot we had to put water inside to keep them cool."

What happens if the phone gets really cold?

I guess steel chamber can crack if it freezes. But maybe they are not that stupid and there is some water with antifreeze added? It would be insane if there is plain water

 

[azentropy]

They just keep getting bigger and heavier. The real innovation will come when the battery tech improves so they no longer need a big battery to get all day or multi day use.

 

[uacd]

I love how Apple these days has a whole zoo of different devices and has to advertise only one because of both how expensive it is and also how unnaturally “better” (on paper) it is compared to other models across the range. I.e., neither Air nor 17 have telephoto camera or vapor chamber. It was very noticeable during presentation where they had to bash aluminum when presenting iPhone Air and then also glorify it when presenting Pro, due to “heat benefits”. Why put inefficient chips inside in the first place?

My older iPhones never had issues with overheating, even when recording high res videos for hours, this seems to be the problem with inefficient processors in new models

 

[New Mexico Bob]

Apple marketing is grasping at straws. This resonates with how many people?

 

[New Mexico Bob]

they used to make this

This ad would never get past the Apple sensitivity censors in 2025.

 

[atomwork]

WOW. Apple used to be the innovation icon, leader and had stunning creative marketing created by Lee Clow and his team from TWBA/CHIAT DAY. Its scary to see what one generation can do on damage.

 

[TheMacDaddy1]

Love how many Pro owners, which frankly used to include me before getting the base 17, use their phones for average day to day tasks and will never use anywhere close to the peak performance available anyway.
Cameras are a big seller for a lot of people. It would be interesting to see how Pro sales would be affected if Apple put the best 3 lens camera system in the standard model as well.

Exactly this. I used to buy the Pro level every time. I bought the 16 plus this last time. First time with the bigger size and I do not miss anything the pro could give me. Also never had a heat problem with any iPhone.

 

[uller6]

"Our phones get so hot we had to put water inside to keep them cool."

What happens if the phone gets really cold?

Serious question. I live in a place that regularly goes sub-zero. Will my vapor chamber freeze, and if so, is that bad for the phone?

 

[Loismustdie1]

I love how Apple these days has a whole zoo of different devices and has to advertise only one because of both how expensive it is and also how unnaturally “better” (on paper) it is compared to other models across the range. I.e., neither Air nor 17 have telephoto camera or vapor chamber. It was very noticeable during presentation where they had to bash aluminum when presenting iPhone Air and then also glorify it when presenting Pro, due to “heat benefits”. Why put inefficient chips inside in the first place?

My older iPhones never had issues with overheating, even when recording high res videos for hours, this seems to be the problem with inefficient processors in new models

Your older iPhones were also significantly incapable of what modern phones now do. Operating systems get more features, that takes CPU/GPU compute power which must be cooled. Nothing about inefficient processors. Quite the opposite.

 

[chmania]

LG doesn't make mobile phones anymore, but this was in 2019 with their LG 5G phone 6 years ago.

 

[switz]

The latest iPhone CPU chip has more power than all of the computers we used to get a man on the moon. So, perhaps we are to the point that additional cooling has to be used to keep that processor working in a controlled enviornment.

I wonder how effective this technology is when the iPhone is on a person in Arizona outside when it is 120 degrees F? The ambient air temp has the entire device at that temperature.