Apple Launch Event 2026 LIVE Updates: iPhone 18 Pro, Pro Max unveiled with major AI upgrades

Apple says the new on-device model powering iPhone 18 Pro enables more expressive Siri voices, with users able to choose between multiple options and customise their pace and expressivity.

Apple is showcasing a more capable and personal Siri that can understand users' personal context, work across apps and take actions on their behalf. Apple says the upgraded Siri can search across apps such as Mail and Messages to understand personal information and answer questions based on a user's context.

The iPhone 18 Pro has been designed to take full advantage of Apple Intelligence, including the company's most advanced on-device model yet and more powerful models through Private Cloud Compute.

Apple says the iPhone 18 Pro features a more cohesive design combining colour-infused aluminium and back glass. The lineup comes in deep black, silver, glacier and a new burgundy finish.

Apple has officially introduced the iPhone 18 Pro and iPhone 18 Pro Max, promising major upgrades across intelligence, performance, battery life and cameras.

John Ternus has unveiled the next-generation iPhone, positioning it at the centre of Apple’s ecosystem of AI-powered experiences. The Apple CEO highlighted on-device intelligence, Private Cloud Compute and seamless integration across Apple devices before introducing the new iPhone.

The countdown is on! Apple’s biggest event of the year is just minutes away, with all eyes on Cupertino as John Ternus takes the stage for the first major product launch of his tenure as CEO.

Apple’s September 9 event, titled “Surprise and Shine”, will be Ternus’ first major public appearance as the company’s chief executive after taking over from Tim Cook on September 1. Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, along with what could be its first foldable iPhone. A revamped Siri and new Apple Watch and AirPods models are also expected to feature at the event.

But before Ternus takes the stage, it is worth looking back at what Apple’s two most consequential modern CEOs said when they first stepped up to present the company’s products.

Read more: https://www.fortuneindia.com/technology/before-john-ternus-first-apple-keynote-heres-what-steve-jobs-and-tim-cook-said-in-theirs/158181

Apple’s online store has temporarily gone offline ahead of its “Surprise and Shine” event, displaying a “Be right back” message as the company prepares to update the storefront with its latest product announcements. The move is a customary pre-launch step for Apple and comes just hours before the event, where the company is expected to unveil the iPhone 18 Pro and Pro Max, along with its much-anticipated first foldable iPhone.

Apple could finally enter the foldables space this week. The Cupertino-based company is expected to showcase its first foldable iPhone at its September 9 event alongside the iPhone 18 Pro and the iPhone 18 Pro Max. Apple has not confirmed this, but reports suggest that the device, potentially called the iPhone Ultra, will be positioned as a premium book-style foldable.

The timing puts Apple at the centre of an increasingly crowded premium foldable market. Huawei has launched its latest tri-fold smartphone, the Mate XT2, in China today, while Xiaomi is also expected to unveil a new foldable shortly. Samsung, meanwhile, remains the largest player in the global market after years of developing its Galaxy Z Fold line.

Read more: https://www.fortuneindia.com/technology/how-apples-foldable-iphone-could-reshape-market/157862