Apple has introduced its latest flagship smartphones, the iPhone 18 Pro and iPhone 18 Pro Max, with enhanced features and AI integration, priced at USD 1,199 and USD 1,299 for the 256 GB versions, according to Infobae. The devices will be available from September 18, and the event, titled ‘Surprise and Shine,’ marked the first product presentation under new CEO John Ternus, who succeeded Tim Cook on September 1. Ternus emphasized the iPhone’s role as the primary interface for Apple Intelligence, given its access to user contacts and daily interactions.

Device specifications and AI enhancements

The Pro models feature larger batteries, supporting up to 45 hours of video playback, and a new Dynamic Island with smaller surface area, alongside blue and red finish options. The iPhone 18 Pro Max is the only model with a variable aperture camera; the A20 Pro chip, built on a two-nanometer process and paired with 12 GB of memory, powers the devices. Apple highlighted the chip’s role in improving AI performance and reducing energy consumption.

Apple also revealed a foldable device, the iPhone Duo, which folds inward and offers a 7.6-inch display when unfolded,making it the largest iPhone screen to date. The device, announced during the same event, features a titanium frame with mirror finish and a thickness of 5.2 mm when unfolded, thinner than any previous iPhone. When folded, it measures 84.1 × 117.8 mm and 11.3 mm thick, making it pocketable.

Visual Intelligence and advertising

Code found in iOS 27 suggests Apple may allow third-party search providers like Google to display sponsored results within Visual Intelligence, a feature that currently routes shopping queries to services such as Google Images and retailers like Amazon and Etsy. This would differ from Apple’s traditional approach of selling ad space itself, according to MacRumors — it is unclear whether Apple would take a cut of any ad revenue generated from these partnerships.

Apple has expanded its advertising business in recent months, introducing sponsored listings in the App Store and Apple Maps; the company has now launched ads in Apple Maps in the U.S. and Canada. Visual Intelligence already integrates with external services, so this move could further enhance the shopping experience for users.

Other product updates

Apple also revealed the AirPods 5, the fifth generation of its open-ear earbuds, available in two versions; the AirPods 5 offer improved noise cancellation, reducing up to 50% more external noise than the AirPods 4, according to La Razón. The devices also include Adaptive Audio, which adjusts noise cancellation and ambient sound based on surroundings, and Conversation Detection, which lowers the volume when the user starts speaking. The AirPods 5 also support head movements to activate Siri, without needing to touch the earbuds.

Meanwhile, Apple Intelligence introduces new features, including real-time translation and enhanced Siri capabilities — the updated Siri, now available as an app, supports more natural voice and text inputs for finding information within the device, according to Applesfera. It can search for messages sent weeks ago with a simple voice command and integrates with third-party apps like WhatsApp and Gmail; Visual Intelligence, similar to Google Lens, allows users to capture scenes or landmarks and ask Siri for related images or sources. This feature is now available on iPhone cameras in ‘Siri mode.’

Despite the AI and hardware advancements, Apple did not introduce new camera or health sensors in this generation of products, a decision that some industry observers found surprising. However, the company focused on refining existing features and expanding AI integration across the environment.