Apple has unveiled the iPhone 18 Pro and iPhone 18 Pro Max, with CEO John Ternus leading his first iPhone launch as Apple chief executive. The launch moved quickly, with Apple getting its first major product reveal of the event out of the way in a short time.
The iPhone 18 Pro looks very similar to last year’s iPhone 17 Pro. Apple is adding two new colours to the iPhone 18 Pro lineup — glacier and burgundy. The iPhone 18 Pro will also come in a larger Pro Max version, giving customers a bigger-screen option.
Ternus said Apple has made “massive advancements” in four major areas of the new iPhone: intelligence, performance, battery and camera. He said the ideal device should also be intelligent enough to bring useful AI to people at the moments when it matters most. Apple has kept a familiar overall design instead of making a major visual change. Ternus asked how Apple would design the ideal version of a personal technology hub from scratch, saying the device should always be with the user and feel deeply personal. Apple is adding a new feature aimed at proving that a photo was actually taken by an iPhone camera and was not generated by AI. The feature is called Apple Reference Image.
Apple claims its AI-powered Siri works with more than 300,000 apps.
Apple says this also works with third-party apps. The feature starts working directly from the camera sensor when a photo is captured. This creates a secure record of how the image was taken. The new Siri can take action inside apps that users already have on their phones. The feature is designed to make Siri more useful for everyday tasks across different applications.
