In the wake of September's massive launch of Apple devices, I sense a trend.

The base model devices and even the "entry-level" Apple Watch SE 3 are almost too good. Not too good for the consumer. Too good for Apple's more premium, Pro and Ultra offerings.

What I mean by that is we now seem to be getting more high-end features than ever for a lot less cash.

The iPhone 17 is a classic case in point.

In fact, for a start, the base model even offers more colours. The iPhone Air comes in four colours, while the 17 Pro and 17 Pro Max only come in three.

With the iPhone 17, you get to choose between Lavender, Sage, Mist Blue, White and Black - that's five options, although as I pointed out in my iPhone Air review, the Black one is more of a reflective gun-metal than plain black.

My review unit is Sage, and I've been reliably informed by my resident Gen-Z consultant that it looks very pretty. Certainly, the new green, purple and blue options lean towards the subtle, pastel end of the scale.

The 6.3-inch Super Retina XDR display is protected by Apple's latest Ceramic Shield 2, which bonds to the glass at an atomic level. That certainly sounds very impressive and allegedly makes the screen harder to scratch than ever before.

It's brighter - so no problems using outside in the sunshine - especially when there's a new level of anti-reflection built into the screen as well.

For the first time, the base model iPhone sports a 120Hz, ProMotion display, so you'll get the same, silky smooth response only Pro-users have enjoyed up until now. Not only does this make navigating the new iOS 26 user interface as fluid as its "Liquid Glass" moniker suggests, but mobile gamers will really notice the upgrade.

That also means this is the first base-model iPhone to offer Always On Display - so you can keep an eye on incoming notifications while it's sitting on your desk. Another follow-on effect of the display upgrade is that the iPhone 17 will now display a bedside clock in StandBy mode if you're charging it in landscape.

Surely all this extra screen-on time must seriously eat into your battery life?

Remember when non-iPhone owners used to make fun of "Apple people" for their handsets' appalling battery life? These days, that issue has been well and truly put to bed. Not only will the iPhone 17 coast through a heavy day, with AOD activated - if you use the right charger it'll juice up super fast too.

But perhaps the number one reason this year's base-model iPhone feels so Pro is the camera setup. You get not one but two 48MP Fusion cameras on the back, which means the option of incredible high-res images, not to mention crystal clear 2x telephoto zoom and fantastically well-balanced Ultra Wide shots.

It's the selfie cam that could be the real star here though. This year, all the iPhones feature an 18MP Centre Stage front-facing camera which now houses a square sensor. The squareness gives you the ability to change the aspect-ratio of the shot in real time. This makes shooting a 16:9 landscape selfie video much easier because you no longer have to hold the handset sideways.

Apple has now brought Dual Capture to iPhone too, utilising both front and rear cameras so you can record your reaction to your subject simultaneously.

And as part of Apple Intelligence in iOS 26, the selfie camera will now automatically detect how many people are in shot and adjust the zoom accordingly, to fit you all in. I tested this out at the theatre the other night and it was so refreshing to be able to just line up the shot, point and shoot and end up with a perfectly framed, low-light pic.

That seems to be the way Apple is going with its AI features. Rather than bash you over the head with them, they're just there, quietly working away in the background without you having to physically summon them with a particular button or dedicated app.

That's what iOS 26 is all about; harnessing the sheer power and efficiency of the new A19 chip to run this phone in the way that suits you best. That starts with cosmetic things like the much-vaunted Liquid Glass makeover of the app icons and widgets - I have mine tinted red obviously - then leads to a host of AI tweaks that make your day more productive in countless ways.

For example, take the way Apple Intelligence prioritises things for me. It started by separating my emails into different categories so I could focus on the important ones and leave the fluff till later. Now my messages and notifications are all prioritised, sorted and summarised too. Nothing makes you feel more productive than ignoring a bunch of advertising and subscription updates.

If the base model is this good, I can only imagine what's in store for me with the iPhone 17 Pro Max. But that's another review for another day. In the meantime, I couldn't be happier with the plain old iPhone 17... because there really isn't anything plain about it.

Click here for more information and pricing on the Apple iPhone 17.