February 24, 2025 – In his latest edition of the “Power On” newsletter, Bloomberg reporter Mark Gurman revealed that Apple is planning to significantly enhance the video recording capabilities of the upcoming iPhone 17 Pro series. This shift in focus comes after years of the company primarily emphasizing improvements in mobile photography.
Apple has long strived to position the iPhone as an “all-in-one camera” for users, consistently optimizing its mobile imaging system to achieve this vision. Now, the tech giant appears poised to take a step further by shifting its attention to elevating video functionality. While the iPhone has consistently delivered solid video recording performance, Apple evidently aims to reach new heights in this domain.
According to Gurman, one of Apple’s goals for its 2025 iPhone lineup is to attract video bloggers and content creators to use the iPhone as their primary creative tool, thereby reducing their reliance on standalone cameras. It is expected that Apple will heavily promote the video recording features of the new iPhone models unprecedentedly during their launch in September.
Although specific details about the upgrades to the iPhone 17 Pro’s video capabilities remain scant, this development direction is undoubtedly generating excitement and anticipation.
