Apple has entered a new era with a familiar product. At its biggest launch event of the year on Wednesday, the company unveiled the iPhone 18 Pro, placing artificial intelligence, camera technology, performance and battery life at the centre of its latest iPhone generation.

The event, held under the tagline 'Surprise and shine', was also a landmark moment for Apple as John Ternus took the stage for the first time as CEO.

Ternus, who assumed the role on September 1, received a standing ovation lasting at least 30 seconds before saying Apple would 'continue changing the world in ways we can’t even imagine today'.

The iPhone 18 Pro and Pro Max retain the overall design language of the iPhone 17 Pro line, but Apple has made some subtle changes.

The Dynamic Island is smaller and has been redesigned to display three Live Activities simultaneously, allowing users to keep track of things such as flight status, navigation and timers at the same time.

Apple has also given the back panel a slightly different finish this year.

The iPhone 18 Pro range comes in four colours: black, light blue, glacier (silver) and burgundy (red).

'We made massive advancements in the most important areas: intelligence, performance, battery, and camera,' Ternus said while introducing the new iPhone generation.

Event Highlights

  • iPhone 18 Pro and Pro Max: Apple unveiled its latest Pro models, maintaining the overall design of the iPhone 17 Pro series while introducing subtle hardware and visual changes.
  • Smaller Dynamic Island: The redesigned cutout is smaller and can now accommodate three Live Activities simultaneously.
  • Four colour options: The lineup comes in black, light blue, glacier (silver) and burgundy (red).
  • New back finish: Apple has given the rear panel a slightly different finish compared with the previous generation.
  • A20 Pro chip: The new iPhone Pro is powered by Apple's A20 Pro, featuring redesigned 'desktop class' cores aimed at improving AI performance.
  • Second Neural Engine: Apple has added a second Neural Engine to the new chip, with the additional processing unit designed to handle on-device AI tasks alongside the main processor. Apple is positioning the iPhone 18 Pro as its most AI-capable iPhone yet.
  • 2TB storage: For the first time, the iPhone 18 Pro offers a 2TB storage option, in addition to the existing storage tiers.
  • Longest iPhone battery life: Apple says the iPhone 18 Pro Max delivers the longest battery life ever offered on an iPhone. The company did not disclose exact battery capacity or charging figures during the announcement.
  • Siri AI: Apple has introduced its revamped Siri, which the company describes as an 'entirely new version of Siri'.
  • Siri works across apps: Apple said the updated Siri can take action within apps users already use, including third-party applications, and works with more than 300,000 apps.
  • iOS 27: The new operating system brings additional child safety controls, a customisable Liquid Glass appearance, improved search in apps such as Mail, faster AirDrop transfers and smarter switching between cellular and Wi-Fi networks. Apple says AirDrop transfers can be up to 80% faster.
  • iPhone Handoff: A new Handoff feature allows the same phone number to remain active across two iPhones and switch instantly to whichever device is being used. The feature launches with T-Mobile and Deutsche Telekom, while Vodafone and EE are expected to add support by the end of the year.
  • New accessories: Apple has introduced an updated clear case, TechWoven and silicone cases in new colours, a matching cross-body strap and a new wrist strap compatible with both iPhone cases and AirPods Pro.
  • Ternus' first iPhone keynote: The new CEO opened the event with a vision of an AI-driven iPhone that is 'always with you, deeply personal' and able to bring intelligence to important moments.
  • Tim Cook attends: Former CEO and current executive chairman Tim Cook was present at Apple Park for Ternus' first iPhone launch as CEO.

The camera system remains one of the major hardware changes highlighted during the presentation.

Apple says its physical shutter mechanism gives users greater control over depth of field, focus and bokeh, while the variable-aperture system uses six laser-cut blades, each thinner than a human hair.

AI was another defining theme of the launch. Alongside the A20 Pro's redesigned cores and second Neural Engine, Apple is presenting the iPhone 18 Pro as a device built increasingly around on-device intelligence.

Ternus' opening presentation also deliberately evoked Apple's history.

His description of an ideal device: one that is personal, always available and intelligent, echoed the approach used by Steve Jobs during the original iPhone launch.

Apple did not confirm pricing or detailed camera specifications during this part of the announcement.

Storage details beyond the newly introduced 2TB option were also not elaborated on, while more information, including India availability, is expected as the company continues its announcement.

The launch comes as investors pay close attention to Apple's pricing strategy amid a global computer parts shortage.

The company had already increased prices for Macs and iPads over the summer, raising questions about whether iPhone prices could also rise.

Meanwhile, Cook's presence at Apple Park underlined the transition taking place at the company. Alongside him were senior Apple executives including marketing chief Greg Joswiak, software head Craig Federighi, services chief Eddy Cue and COO Sabih Khan, as well as former hardware chief Dan Riccio.