Archive · 10 Sep 2026
Apple Unveils AI-Focused iPhone 18 Pro, Eyes Folding Future
Apple held an event to show its newest iPhones and other devices.
The iPhone 18 Pro can run more artificial-intelligence features directly on the phone.
Apple says this helps keep personal information private.
The phone also includes new camera tools intended to help prove whether pictures are real.
Siri is being updated to work with many more apps.
The new iPhones cost more than last year’s models.
Apple is also expected to show a phone that folds open, although the article does not confirm its final launch details.
The folding phone could cost more than $2,000.
Apple also announced new earbuds and watches with health features.
Apple introduced the iPhone 18 Pro and Pro Max with stronger on-device AI, photography tools and the A20 Pro chip.
The iPhone 18 Pro starts at $1,199, while the Pro Max starts at $1,299—both $100 more than their predecessors.
Apple promoted privacy-focused Apple Intelligence and an updated Siri designed to work with 300,000 apps at launch.
Apple is expected to present a folding iPhone that analysts believe could cost more than $2,000.
The company also announced new AirPods and health-focused Apple Watch Series 12 and Apple Watch Ultra 4 models.
- Who
- Apple, led at the event by new CEO John Ternus, introduced the products; former CEO Tim Cook appeared in a transition video.
- What
- Apple unveiled the iPhone 18 Pro and Pro Max, announced new AirPods and Apple Watch models, and was expected to present a folding iPhone.
- When
- Wednesday, September 9.
- Where
- Apple’s event took place in Cupertino, California.
- Why
- Apple is emphasizing on-device artificial intelligence, privacy, photography, health tracking and a new product schedule.
Arguments Supporting Apple’s Strategy
Challenges and Concerns
On-device artificial intelligence
Arguments Supporting Apple’s Strategy
Apple says Apple Intelligence runs on the device whenever possible, giving users greater control over personal data and emphasizing privacy.
Challenges and Concerns
Apple’s shares were down about 1% during the presentation, indicating that investors did not respond positively at that moment.
Folding iPhone opportunity
Arguments Supporting Apple’s Strategy
Analysts expect strong demand, with International Data Corporation forecasting that Apple could capture 40% of the folding-phone niche by the end of next year.
Challenges and Concerns
Folding phones have remained a niche product, and Apple may need to justify a price above $2,000 while addressing hinge durability, screen creases, dust and water resistance.
Higher iPhone prices
Arguments Supporting Apple’s Strategy
The higher-priced Pro models include upgraded AI, camera and processing capabilities.
Challenges and Concerns
The iPhone 18 Pro and Pro Max each cost $100 more at launch than the corresponding iPhone 17 Pro models.
- iPhone 18 Pro starting price
- $1,199
- iPhone 18 Pro Max starting price
- $1,299
- AI chip
- A20 Pro
- Siri app compatibility
- Designed to work with 300,000 apps at release
- Budget AirPods starting price
- $129 with noise cancellation
- Expected folding iPhone price
- Analysts believe it could cost more than $2,000
- Image-authenticity standards
- Apple Reference Image and support for SynthID; Apple Reference Image will not be available in the European Union or China