Overview
- Apple used its September 9 keynote to introduce the iPhone 18 Pro and Pro Max and to unveil the company’s first foldable, the iPhone Duo.
- The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299 with preorders opening September 12 and on‑sale September 18; the iPhone Duo starts at $1,999 with preorders October 16 and sales October 23.
- All three phones run on Apple’s new A20 Pro system-on-chip built on a 2nm process, bringing larger neural engines for on‑device Apple Intelligence and a revamped Siri AI.
- Hardware upgrades include a mechanical variable‑aperture 48MP Fusion main camera on Pro models, multi‑hour battery gains, and fold‑specific features on Duo such as a 7.6‑inch inner display, Apple Pencil support, and eSIM‑only worldwide service.
- Apple said constrained 2nm yields, advanced packaging limits and memory shortages helped shape higher prices and a premium‑first rollout, a strategy that could tighten early availability and shape demand in markets like India.