New CEO John Ternus has positioned the iPhone as “an intelligent personal hub.”
Apple’s annual iPhone reveal in September is one of the most important events on the technology calendar. On Wednesday, all eyes were on Apple Park in Cupertino, California, to check out the latest iPhones and Apple Watches.
We usually have a good idea of what to expect heading into these events, given the myriad of reports and rumors about what Apple is doing. The company has long been expected to unveil its first foldable iPhone – dubbed iPhone Ultra or iPhone Duo – the iPhone 18 Pro models and the latest Apple Watches.
Before the event, we knew that these iPhones and Apple Watches would debut alongside Siri AI, the revamped Gemini-powered voice assistant that’s at the heart of iOS 27, iPadOS 27, macOS 27, watchOS 27 and so on. Some earlier iPhones and Apple Watches, that is, those compatible with Apple Intelligence, will also support Siri AI, but Apple designed these latest devices in concert with the assistant.
(Note that Siri AI is delayed indefinitely in the EU. As with Apple Intelligence, it will not be available in China.)
Let’s dive into everything Apple announced at its “Surprise and Shine” iPhone event.
iPhone 18 Pro and iPhone 18 Pro Max
Apple’s new CEO John Ternus kicked off the presentation by explaining that the iPhone is “an intelligent personal hub,” trying to position it at the center of your life (which it may already be, let’s be honest). He then moved on to the first product announcements of the day, the iPhone 18 Pro and iPhone 18 Pro Max.
The iPhone 18 Pro models feature an improved camera system and run on an A20 Pro chipset. Apple promises the longest battery life of any iPhone to date on these devices. Of course, Siri AI is deeply integrated into these phones.
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