Apple has long maintained the tradition of shooting advertisements for its new iPhone models using its own devices. This approach showcases the brand's confidence in its product performance and highlights the possibilities the device offers to creators. This time, the iPhone 17 Pro took center stage in a cinematic commercial released in Australia; scenes shot in challenging natural conditions, such as mud, snow, and rain, emphasize the device's durability and creative freedom.

The commercial, directed by Seb Edwards, was produced by Park Pictures and features Connie Francis' song “Come Rain or Come Shine.” The film highlights a director's confidence in using the iPhone 17 Pro while filming in extreme natural conditions. This campaign is among the first localized communication efforts for the iPhone 17 series and also leverages the early time zone advantage selected for the launch in Australia and New Zealand.

The iPhone 17 Pro stands out with its aluminum unibody, vapor-cooled A19 Pro chip, triple 48 MP camera array with 8x optical zoom, and new “Cosmic Orange” finish. Supported by features like Dual Capture and ultra-stable 4K HDR video, the device is positioned not just for studio environments but as a creative tool ready for all the challenges of real life.