Apple Unveils Iphone 18 Pro Series: What's New, How Much They Cost

(MENAFN- The Peninsula) Mahmoud Elmazaty | The Peninsula Online

Doha, Qatar: Apple unveiled its new iPhone 18 Pro and iPhone 18 Pro Max on Wednesday, introducing a new generation of its flagship smartphones with greater emphasis on artificial intelligence, processing power and on-device privacy.

The new phones were presented during Apple's annual September event at its headquarters in Cupertino, California, marking the company's first major product launch under new CEO John Ternus.

At the centre of the iPhone 18 Pro series is Apple's new A20 Pro chip, manufactured using a 2-nanometre process.

Apple said the processor has been designed to provide the computing power required to run more advanced AI models directly on the device.

The company has also improved the phone's cooling system, using advanced packaging techniques to increase performance without requiring a cooling fan.

Artificial intelligence featured prominently during the launch, with Apple positioning the iPhone as a personal AI device while emphasising that much of the processing will take place on the phone rather than sending users' information to external servers.

“Apple Intelligence runs on device whenever it can,” Ternus said during the event, highlighting privacy as one of the company's main distinctions in the increasingly competitive AI market.

Apple also presented its upgraded Siri, which the company says will work with around 300,000 apps at launch, allowing the assistant to interact more extensively with applications and carry out tasks for users.

The new generation comes as Apple faces increasing competition over how artificial intelligence is integrated into smartphones, with technology companies seeking to turn AI assistants into a central part of everyday device use.

The iPhone 18 Pro will start at $1,199, Apple announced.

Further pricing and availability details are being announced as part of Wednesday's launch event.

The launch is particularly significant for Apple because the iPhone remains its most important product commercially.

The smartphone generated $209.6bn in revenue in the company's most recent fiscal year, accounting for just over half of Apple's total sales.

Attention at Wednesday's event is also focused on whether Apple will enter a new smartphone category with its first foldable iPhone.

Analysts had widely expected the company to unveil a device that folds open in a passport-like design, putting Apple into direct competition with established foldable smartphones from Samsung, Huawei and Xiaomi.

Industry forecasts suggest Apple's entry could significantly expand the still relatively small foldable-phone market. IDC expects Apple to capture nearly one-third of the segment this year and around 40 percent in 2027.

Wednesday's event also opens a new chapter in Apple's leadership. It is Ternus' first major product event since succeeding Tim Cook, placing the spotlight on how the company intends to combine new hardware with its expanding artificial intelligence strategy.

Apple had officially billed the September 9 presentation under the theme“Surprise and shine.

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