During an event held at Apple's headquarters, the company unveiled new features under the leadership of the new CEO, John Ternus, who succeeded Tim Cook. The launch included the iPhone 18 Pro and the iPhone 18 Pro Max, models that incorporate an enhanced version of the AI assistant Siri. This new Siri can now access data from both native Apple applications, such as Mail and Messages, and third-party apps updated to support this functionality, something that was already available in English in the iOS beta version.
The iPhone 18 Pro and iPhone 18 Pro Max devices are equipped with the A20 Pro processor, which Apple claims is up to 20% faster, along with a new main camera featuring a variable aperture diaphragm, optimizing night photos and portraits. Their prices in the United States will be US$ 1,199 and US$ 1,299, respectively.
The presentation also featured the AirPods 5 headphones, which promise a 50% increase in noise cancellation compared to the AirPods 4, and offer a more natural transparency mode. They will be sold for US$ 129, with a premium version for US$ 149, which includes 20% more battery and volume control on the stem.
The new Apple Watch Series 12 and Ultra 4 introduced a more accurate heart monitoring system, using larger LEDs to project light onto the wrist, and introduced the Readiness function. The latter uses health data and artificial intelligence to alert the user about the need to reduce exercise intensity. Both watches, which also operate with the Siri assistant, have starting prices of US$ 399 and US$ 799.
Finally, the company revealed its foldable smartphone, named iPhone Duo. This device has rounded corners and a slightly flattened shape, reminiscent of Samsung's Galaxy Z Fold 8. A distinctive feature is the internal front camera, which remains hidden under the screen pixels and only becomes visible during use. iOS demonstrates good adaptation between the 5.4-inch external display and the 7.6-inch internal display, although the durability of this crease-free appearance after prolonged use still needs verification.
The iPhone Duo has two additional rear cameras besides the invisible main camera: one with 48-megapixel resolution and another with 2x zoom capability, featuring 12 megapixels. Despite the interest generated by the iPhone Duo, it will come at a high cost; in the US, the price starts at US$ 1,999 for the 256 GB storage version. Although foldable smartphones remain a niche, the Apple model has the potential to expand this segment, which currently represents only 2% of the global smartphone market.