Archive · 10 Sep 2026
Apple Unveils iPhone 18 Pro Under New CEO Ternus
Apple showed its new iPhone 18 Pro models at an event in California.
John Ternus led the event for the first time as Apple’s CEO.
He took over from Tim Cook on September 1.
The new phones are expected to have better batteries, cameras, and performance.
They will come in four colors, including a new burgundy option.
Apple also talked about making Siri smarter with artificial intelligence.
The company said privacy and security are important parts of these AI features.
People expected Apple might show a foldable iPhone, but the report does not say that one was launched.
The phones could cost more because memory chips are in short supply.
John Ternus led Apple’s September 9, 2026 iPhone event after replacing Tim Cook on September 1.
Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max with battery, camera, and performance improvements.
The phones will be available in silver, blue, black, and a new burgundy finish.
Apple highlighted privacy-focused AI upgrades to Siri as it seeks to catch up with rivals.
A foldable iPhone was widely expected, but the report does not confirm its launch; prices may rise because of a global memory-chip shortage.
- Who
- Apple, led at the event by CEO John Ternus, unveiled the iPhone 18 Pro and iPhone 18 Pro Max.
- What
- Apple introduced its latest Pro iPhone models and highlighted hardware improvements, Siri AI features, and privacy protections.
- When
- September 9, 2026; Ternus became CEO on September 1, 2026.
- Where
- The event took place at the Steve Jobs Theater in Cupertino, California.
- Why
- Apple is launching a new iPhone generation, advancing its AI strategy, and setting the direction of the company under Ternus.
Apple’s Strategy
Market Concerns
Foldable-phone timing
Apple’s Strategy
Apple’s delayed entry could let it learn from competitors and refine the product before expanding the foldable market.
Market Concerns
Foldables remain a very small part of the smartphone market, so entering the category may not create a meaningful new segment.
Artificial intelligence
Apple’s Strategy
Apple is emphasizing privacy, security, and everyday usefulness through Siri’s new AI capabilities.
Market Concerns
Apple is attempting to catch up with rivals that are further ahead in incorporating AI.
Leadership transition
Apple’s Strategy
John Ternus inherits Apple’s scale, execution, and monetization strengths as a foundation for continued momentum.
Market Concerns
He faces the burden of sustaining Tim Cook’s record while preparing Apple for a future in which smartphones may no longer be consumers’ main connection to the world.
- New models
- iPhone 18 Pro and iPhone 18 Pro Max
- Event leader
- John Ternus, who became Apple CEO on September 1
- Announced improvements
- Battery, camera, and performance
- Colors
- Silver, blue, black, and burgundy
- AI focus
- New Siri capabilities emphasizing privacy and security
- Potential pricing pressure
- A global memory-chip shortage could make the iPhone 18 more expensive
- Previous lineup
- The iPhone 17 lineup included a slimmed-down Air model and ranged from $799 to $1,999