Apple Inc. (NASDAQ:AAPL) on Wednesday unveiled its iPhone 18 lineup at its "Surprise and Shine" event. As of this writing, Apple shares were down 1.38%, according to Benzinga Pro data.
Everything You Need to Know About the Pro Models
iPhone 18 Pro & 18 Pro Max: Apple’s latest Pro models largely retain the design language of last year’s iPhone 17 Pro, but introduce two new color options — Glacier and Burgundy. The lineup continues with a larger Pro Max model.
John Ternus opened his first iPhone launch as Apple CEO by outlining his vision for how artificial intelligence (AI) should shape the next generation of devices.
His remarks echoed Steve Jobs’ original iPhone introduction, first describing the characteristics of an ideal device before revealing the iPhone as the answer.
"Now, if you were designing the ideal version of this hub from scratch, how would you do it? Well, first, you would want something that is always with you, deeply personal, and able to bring intelligence to the moments when it matters most," Ternus said.
"Today, we’re going to take these experiences even further with the next generation of iPhone," he added.
A20 Pro Chip Brings 2nm Technology to iPhone
The iPhone 18 Pro models are powered by Apple’s new A20 Pro chip, which features redesigned CPU cores that Apple describes as "desktop-class." The company says the new architecture will deliver faster artificial intelligence performance.
Apple also highlighted the chip’s 2nm manufacturing process, making it the first smartphone chip to use Taiwan Semiconductor Manufacturing Co.’s (NYSE:TSM) latest manufacturing technology.
Apple Finally Brings Its Upgraded Siri AI
Apple’s revamped Siri AI, first announced in June, is finally debuting with the iPhone 18 lineup.
Apple describes the new Siri as an entirely new version that can take actions within apps users already have installed, including third-party applications. The company says Siri AI works with more than 300,000 apps.
Longer Battery Life
Apple is highlighting battery life as a major selling point. The smaller iPhone 18 Pro offers up to 36 hours of video playback, while the iPhone 18 Pro Max delivers up to 45 hours of video playback.
Pro Cameras Get Physical Shutters
Apple has upgraded the iPhone 18 Pro camera system with a variable-aperture main camera that allows users to control depth of field and bokeh.
"To create variable aperture, we developed a system of six laser-cut blades, each thinner than a human hair," Apple VP Kaiann Drance said.
Apple also said it filmed the entire launch event using the iPhone 18 Pro, highlighting its video and camera capabilities.
Dynamic Island and iOS 27
Apple has upgraded the Dynamic Island, which can now display three live activities simultaneously. The company also gave a brief overview of iOS 27, highlighting features largely revealed earlier.
New iPhone Accessories
Apple also introduced new accessories, including an upgraded clear case, alongside new color options for existing iPhone cases and wrist straps.
Pricing and Availability
The iPhone 18 Pro starts at $1,199 with 256GB of storage, while the iPhone 18 Pro Max starts at $1,299. Apple is also offering a new 2TB storage option.
The Apple Upgrade program starts at $34.99 per month for 24 months, with the monthly cost potentially lower with a trade-in. Customers can receive up to $1,200 off when trading in an iPhone 14 or newer.
Apple is also adding an AppleCare One Family option.
Preorders for the new iPhones open Sept. 12, with availability beginning Sept. 18.
Benzinga Edge Stock Rankings rank Apple in the 97th percentile for Quality, reflecting its strong short-, medium- and long-term performance.
Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
Photo courtesy: Apple
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