- Apple has officially launched the iPhone 18 Pro and Pro Max, positioning the upgraded versions of its flagship product as personal intelligence hubs powered by the new A20 Pro chip and a completely redesigned Siri.
- The base iPhone 18 Pro starts at $1,199—a $100 price increase driven by memory chip shortages—with pre-orders opening on September 12 and full availability beginning September 18. In the UK, prices go all the way up to £2,499 for the Pro Max with two terabytes of storage.
- Although the physical design closely resembles the previous generation with only minor color changes, the new line features a smaller Dynamic Island cutout and substantial battery life improvements, reaching up to 45 hours on the Pro Max.
- Internal upgrades include a 40 percent faster GPU and a second-generation vapor chamber cooling system that operates 40 percent more efficiently to sustain high-performance tasks.
- The new Pro camera system introduces a variable aperture, advanced creative controls, and a feature called Apple Reference Image that stores secure, unedited data to combat fake AI images.
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iPhone 18 Pro and Pro Max: Apple reveals its most powerful new phone
