iPhone 17 causes controversy: New design but overwhelming criticism

Early morning of September 10, Vietnam time, Apple officially launched the iPhone 17 generation at the Awe Dropping event, where the company announced four new models. The event was long-awaited but brought mixed emotions. As previously leaked information, the iPhone 17 series includes the iPhone 17, 17 Pro, 17 Pro Max and a completely new model called iPhone Air, the device that Apple uses to replace the Plus version that is no longer maintained. iPhone Air represents a thin, light, and streamlined philosophy, and Apple hopes it will open a new design standard.

However, besides the curiosity for the iPhone Air, the technology community and fans are disappointed with the changes in the remaining models. Although there are adjustments in the camera cluster on the Pro line, many users still realize that this design is not new. It even reminds a lot of Google Pixel phones or Xiaomi devices that appeared 4-5 years ago. This "familiarity" makes Apple criticized for repeating the steps of competitors instead of creating iconic designs like before.

As for the standard iPhone 17, there are almost no significant changes compared to the iPhone 16. This has further fueled the idea that Apple is gradually losing the "breakthrough" quality that once made it an icon in the mobile technology industry. Fans who expected a revolution in design or features ended up getting only a cosmetic upgrade.

1. From titanium back to aluminum

The decision to abandon titanium after only two generations of iPhone has become a hotly debated topic in the technology community. Titanium, which Apple has promoted as a symbol of durability, class and luxury, is a major highlight on the iPhone 15 Pro. The company did not hesitate to call it a breakthrough in design, affirming that titanium is both lighter and harder than stainless steel, while also bringing a modern beauty that is difficult to match with any other material. Many users have been convinced by these introductions, willing to pay a significant amount of extra money to own an iPhone with a titanium case.

But after just two generations, Apple returned to aluminum, a material that had been familiar from the iPhone 5 to the iPhone 8. For the tech world, this change was nothing more than a step backward. The big question is: if titanium is really as superior as Apple once claimed, why did the company abandon it so quickly? Some experts explain that the titanium machining process is difficult to mass produce, increasing costs and reducing profits. Others believe that the limitations of titanium surface treatment prevent Apple from maintaining the sophistication and consistency it desires.

Whatever the reason, Apple’s failure to provide a clear explanation has left the community skeptical. Many believe that the previous titanium promotion campaign was “exaggerated”, losing the trust of customers. Especially for those who spent tens of millions of dong to own a titanium iPhone in the hope of experiencing “future materials”, Apple’s quick backtracking makes them feel “abandoned”. This change is not only related to materials, but also touches on emotions and trust, which are the core elements in the relationship between Apple and users.

2. Camera upgrade but lack of persuasion

The camera has always been a source of pride for Apple, and the iPhone 17 Pro continues to be upgraded with a 48 MP sensor across the entire Pro line. Apple also organizes experience sessions, giving the camera to photographers to create impressive photos, then using them in promotional campaigns. This once again reinforces the image of the iPhone as the ultimate creative tool for art.

But behind the glamour are some disappointing details. The reduction in optical zoom from 5x to 4x is a clear step back. While Android flagships have reached 10x zoom or even more, Apple has fallen behind in a feature that users are particularly interested in today. This has sparked much debate: is Apple facing technological limitations, or is it simply cutting costs to optimize profits?

In addition, the way Apple builds its camera promotion campaign is not really suitable for the majority. Most users only need a camera to take quick, sharp photos in daily life, not to stage a professional photo shoot. The artistic photos published by Apple seem too far from the actual use of millions of ordinary users. When compared to competitors like Samsung or Google, which focus a lot on features to support users every day from night photography, AI image processing to convenient post-editing, the iPhone 17 Pro seems to lack practicality.

Therefore, despite the upgrade in terms of parameters, the iPhone 17 Pro's camera is still not convincing enough. It creates the feeling that Apple is trading off the actual user experience to chase after flashy promotional images, while competitors are getting closer to the real needs of the market.

3. Artificial Intelligence

With artificial intelligence taking center stage in the tech industry, Apple’s near-total disregard for the topic at Awe Dropping is a major disappointment. Last year, Apple touted Apple Intelligence as a revolutionary milestone that promised to change the way users experience the iPhone. But just a year later, those promises seem to have fallen on deaf ears.

At this year’s event, Apple only mentioned the A19 Pro chip with AI support but did not provide any specific features. There were no demos, no evidence of progress, and no clear commitments about the future. This has many people worried that Apple is falling behind in the AI ​​race, where Google, Samsung, and even Chinese companies have been a step ahead with useful and accessible features.

In fact, after a year of launch, Apple Intelligence has not brought clear value to users. Most iPhone users do not notice any change in their daily experience. Meanwhile, Android smartphones, even in the mid-range segment, can exploit AI to support instant translation, intelligent image editing, or optimize usage habits. This is the difference that makes it difficult for Apple to maintain its image as a "technology pioneer" as before.

Apple’s silence on AI is all the more striking given the company’s environmental and regulatory woes. The lack of mention of its carbon neutrality strategy at the event adds to the perception that Apple is lacking transparency. If AI is seen as the key to the future, then Apple’s neglect of it is a missed opportunity to cement its position in the new technological era.

4. Apple is silent on environmental issues

One big surprise at the Awe Dropping event was that Apple made no mention of its carbon neutrality goal. Previously, Tim Cook has spent considerable time asserting that Apple is an environmentally friendly technology brand, a pioneer in sustainable development trends.

The silence comes as Apple faces a lawsuit in Germany, where a court ruled that the company had falsely advertised certain Apple Watch models as carbon neutral. In fact, Apple relies on a eucalyptus plantation in Paraguay to offset its emissions, but the monoculture has been criticized for being ecologically damaging and a waste of water. That has raised questions about whether Apple is actually reducing emissions or just “buying” a green image.

Apple’s avoidance of environmental issues has further tarnished its image. Once hailed as a leader in social responsibility, the company now appears confused and lacking transparency. In a context where consumers increasingly value sustainability, such silence could undermine its competitive advantage and customer trust.

If Apple does not soon reaffirm its green strategy in a clearer and more substantial way, the risk of public opinion and regulatory agencies turning their backs is entirely possible.

Looking back at the entire event, it is easy to see that the iPhone 17 brought too few breakthroughs to satisfy fans' expectations. The design changes were seen as borrowed from competitors, the return to aluminum material was seen as a step backward, the upgraded camera lacked competitiveness, and artificial intelligence almost disappeared from the story. Apple even avoided environmental issues.

Of course, the iPhone 17 will still sell well, thanks to its brand power and user loyalty. But in the long run, Apple will face serious challenges if it continues to repeat its strategy of superficial upgrades without real innovation. In a market that changes at breakneck speed every day, complacency can become a fatal weakness.