Apple launches iPhone 18 Pro with Siri AI

10-Sep-2026

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Apple unveiled its latest generation of iPhones on September 9 at an event led by new CEO John Ternus, with the line-up widely expected to include a foldable model. The company said the iPhone 18 Pro and 18 Pro Max bring improvements to battery, camera and performance, while putting new Siri artificial intelligence features at the centre of the new phones.

Apple also used the launch to stress privacy and security as it tries to set itself apart from rivals that are further ahead in bringing AI to smartphones. The new iPhone range is also likely to cost more than earlier generations, partly because of a global memory chip shortage.