‘The 16 is pretty good but the 17 is…’, Apple CEO Tim Cook on the new iPhone at the Emmys

Apple CEO Tim Cook

Apple CEO Tim Cook used his Emmys red carpet moment to deliver what was essentially free advertising for Cupertino’s newest flagship, the iPhone 17.

“I’m so excited,” Cook said when asked about the device. “The 16 is pretty good but the 17 is a must.” The comment was short, but it was enough to spark chatter online, with fans and critics debating whether the new model truly delivers on that promise.

Why it matters

The iPhone 17 has been positioned as Apple’s biggest leap in years for a base model. It packs the new A19 chipset, a brighter 3,000-nit OLED display, and an 18MP Center Stage selfie camera that allows for wider landscape shots without rotating the phone. It also introduces the N1 chip, Apple’s first in-house Wi-Fi, Bluetooth, and Thread controller.

Battery life and charging are also improved, with 30 hours of video playback and support for Apple’s new 40W fast charging adapter—beating last year’s iPhone 16 Pro in this area.

Between the lines

Cook’s comment underscores how Apple is increasingly using pop culture moments to hype its products beyond the usual keynote stage. A soundbite at the Emmys reaches an audience that may not watch Apple events but pays attention when celebrities and tech collide.

The bigger picture

Early impressions suggest the iPhone 17 narrows the gap with Apple’s Pro line, giving mainstream buyers more reasons to upgrade. Cook calling it a “must” adds pressure for the device to live up to that billing.