Overview
- Apple revealed the iPhone 18 Pro and 18 Pro Max plus its first foldable, the iPhone Duo, during a keynote on Wednesday, Sept. 9, led by new CEO John Ternus.
- Apple set U.S. list prices at $1,199 for the iPhone 18 Pro, $1,299 for the Pro Max and $1,999 for the iPhone Duo entry model, with Pro preorders starting Sept. 12 and shipping Sept. 18 and Duo preorders starting Oct. 16 with availability Oct. 23.
- The new hardware centers on the A20 Pro chip for faster on‑device AI, a 48‑megapixel Fusion main camera with variable aperture, fold‑optimized Super Retina XDR displays and titanium construction on the Duo.
- Apple positioned Apple Intelligence to run primarily on device and to offload heavier models to Private Cloud Compute, and it described upgrades to Siri and systemwide AI features built into iOS 27.
- Analysts say Apple’s premium pricing and staggered rollout aim to raise average selling prices and shift the foldable market, while consumers will see higher costs, longer wait times for the Duo and new multitasking features that change how people use phones.