Apple has officially introduced its new iPhone 18 Pro and 18 Pro Max smartphones, marking the company's first major product announcements under new CEO John Ternus, who succeeded Tim Cook on September 1 following Cook's 15-year tenure.
The new models will be available in four colors: traditional silver and black, along with light blue and deep burgundy shades. While maintaining the external design of the previous generation, the manufacturer has substantially overhauled the main camera, which can now shoot 4K video in Dolby HDR Vision format, with cinematic effects able to be added to videos after they have already been filmed.
Battery life has also increased significantly. The iPhone 18 Pro delivers up to 36 hours of video playback, while the Pro Max version offers up to 45 hours. In the U.S., pricing for the iPhone 18 Pro will start at $1,199, while the iPhone 18 Pro Max will start at $1,299. Pre-orders for the new smartphones open on September 12, with official sales starting on September 18.
This Apple presentation is notable not only for its technical enhancements but also within the context of the leadership transition, as this marks John Ternus's first major move following Tim Cook's long-standing tenure.
Despite retaining the exterior design, the substantial boosts to camera capabilities and battery autonomy demonstrate that the company continues to place its emphasis on professional photography and device longevity. In the coming weeks, market response will reveal how attractive consumers find the new pricing policy and refreshed features.
