Apple iPhone 18 Pro and Pro Max launched as CEO John Ternus unveils new lineup
Apple has officially unveiled the iPhone 18 and iPhone 18 Pro Max, with John Ternus, who took over from Tim Cook on 1 September, introducing the latest flagship smartphones at tonight’s launch event.
The new iPhone 18 Pro looks a lot like last year’s 17 Pro, but comes in two new colours: glacier and burgundy. It’s also coming in a larger, “Max” version.
“We made massive advancements in the most important areas: intelligence, performance, battery, and camera,” Ternus said at the Apple launch event.
The iPhone 18 Pro and 18 Pro Max, Ternus said, bring improvements to the battery, camera, and performance.
The iPhone 18 Pro and iPhone 18 Pro Max are smaller and have an upgraded Dynamic Island that can support three tasks at once (up from two currently), major new pro camera hardware and software, plus an upgraded vapour chamber.
The iPhone 18 Pro/iPhone 18 Pro Max are likely to be priced about $100 higher than the phones they replace, so Apple is clearly absorbing much of the memory shortage cost increases here.
