Apple announces the iPhone 18 Pro and 18 Pro Max
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Apple has unveiled the iPhone 18 Pro and iPhone 18 Pro Max, its latest flagship handsets, at a launch event on Wednesday. The devices are notable as the first iPhones introduced under new chief executive John Ternus, who took over from Tim Cook on 1 September, with Cook moving to an executive chairman role on Apple's board. Apple emphasised the phones' integration with Apple Intelligence and Siri AI, including more expressive AI voices, as the company continues to push its on-device AI capabilities.
The new models come in deep black, silver, "glacier" and burgundy finishes with colour-matched back glass, and are powered by a new A20 Pro chip built on 2nm technology, which Apple says offers the longest battery life yet in an iPhone. The chip features a six-core CPU with two "desktop-class" super cores and four efficiency cores, plus a seven-core GPU delivering a claimed 40 percent performance boost. The design builds on last year's iPhone 17 Pro overhaul, which replaced titanium with aluminium, added a vapour chamber for cooling, and introduced the rear camera "plateau", alongside the 18-megapixel Center Stage front camera.
- Apple launches iPhone 18 Pro and Pro Max with new A20 Pro chip
- First iPhone event under new CEO John Ternus
- New colours, longer battery life, and stronger AI/Siri integration
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Apple has launched the iPhone 18 Pro and Pro Max, the newest top-tier models in its long-running smartphone line, at an event this week. They are the first iPhones to be unveiled since John Ternus became Apple's chief executive on 1 September, replacing Tim Cook, who has moved into a chairman role on the company's board. The launch is being watched partly as an early signal of how the business runs under its new leadership.
Beyond the leadership change, the announcement fits into Apple's wider push to build artificial intelligence more deeply into its phones, through features branded Apple Intelligence and an upgraded Siri voice assistant. The new handsets also carry a faster in-house chip and design tweaks that follow on from last year's models, which had already moved away from some previous design choices, such as switching the phone's frame material.
Apple's product launches matter beyond the tech world because the iPhone remains one of the best-selling consumer devices globally and a major driver of the company's revenue, so changes to price, features or design can ripple out to suppliers, competitors and hundreds of millions of existing users.
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