Apple has released a new commercial for the iPhone 17 Pro, drawing attention to the phone’s redesigned thermal system and upgraded A19 Pro chip. The minute-long ad, titled “Peak Performance,” uses dramatic visuals to show how the device maintains power during demanding tasks.
The video opens with a runner crossing a dry desert as storm clouds form overhead. A drop of water lands on his forehead and instantly evaporates. According to the voiceover, the iPhone 17 Pro stays cool so it can “push your limits” and handle more than 35 trillion complex tasks each second.
How Vapor Cooling Works
Apple redesigned the internal structure of the iPhone 17 Pro models and added a vapor chamber cooling system. The feature moves heat away from the A19 Pro chip using a small amount of deionized water. Then, the heat spreads across the aluminum frame to prevent temperature spikes.
Because of this update, Apple says the phone delivers up to 40% better sustained performance, especially during gaming, multitasking, and other intensive workloads.
In the ad, the runner continues performing impossible tasks, including playing a long piano while solving a Rubik’s cube. He breaks through multiple walls before disappearing from view, reinforcing the message of endurance and speed.
Positioned as the Top-Tier Option
The iPhone 17 Pro starts at $1,099, while the Pro Max begins at $1,199. Both sit above the standard iPhone 17 and the iPhone Air models but offer the most advanced hardware in the lineup.
Apple continues to promote the Pro series as the choice for users who need maximum power. With this campaign, the company shifts the spotlight from photography to long-term performance and cooling efficiency.
