The new Pro series, priced at $1,199 for the 18 Pro and $1,299 for the Pro Max – a $100 increase over last year's models – features a 48-megapixel camera with a six-blade variable aperture designed to improve low-light photography. The camera software gains pro controls including white balance, shutter speed, aperture and histogram, along with new photographic styles offering texture and grain controls. The phones can record 4K video in Dolby HDR Vision and apply cinematic effects after capture.
Both devices run on Apple's new A20 Pro silicon with a redesigned vapor chamber for cooling. Apple claims video playback of 36 hours for the 18 Pro and 45 hours for the Pro Max. A smaller dynamic range island on the front now supports tracking three live activities instead of two. A new burgundy color replaces last year's orange.
The highlight of the event was the iPhone Duo, described as Apple's 'thinnest iPhone yet' – a passport-shaped foldable with a 7.6-inch inner display and 5.4-inch outer screen. It will support Apple Pencil later this year and includes Touch ID. Pre-orders for the Pro models open Saturday, with availability on September 18.
In an unusual move, Apple did not announce a base iPhone 18. Rumors had indicated the company would launch only premium iPhones this fall, with a base model expected next spring. Instead, Apple increased prices on existing iPhone 17 models and the iPhone 16 by $100 each, citing memory and chip shortages.
New CEO John Ternus opened the event by framing the iPhone as the 'intelligent personal hub' for AI, emphasizing on-device processing and privacy. 'There's no product in the world better designed to be your intelligent personal hub than iPhone,' Ternus said. He contrasted Apple's approach with rivals who see user data 'as something to collect and store.' The new Siri AI with contextual on-screen intelligence will launch in English beta with iOS 27, with other languages coming in October. New AirPods and Apple Watch models were also announced, though details remain limited.