Apple shows off iPhone 18 Pro at start of event expected to debut folding phone
CUPERTINO: Apple kicked off its annual product launch event on Wednesday at its Cupertino, California, headquarters, where it is widely expected to unveil a pricey folding iPhone, with the introduction of iPhone 18 Pro handsets. The event, the first with new CEO John Ternus at the helm, will be the most noticeable overhaul of Apple’s flagship product since it removed the physical home button from…
Apple commenced its annual product launch event at its headquarters in Cupertino, California, with the introduction of the iPhone 18 Pro and 18 Pro Max models. The presentation marked the first major overhaul of Apple's flagship product since the removal of the physical home button from the iPhone X in 2017. The launch came as John Ternus, the new CEO, took the helm, succeeding Tim Cook, who transitioned the role in a video message.
Ternus highlighted the iPhone as a personal AI hub, emphasizing privacy and control over data. Apple unveiled an upgraded Siri assistant that will work with 300,000 apps from launch, powered by AI running directly on the device. The new A20 Pro chip, built on a 2-nanometer process, enhances AI capabilities and performance while incorporating advanced cooling techniques.
Analysts anticipate a steep premium pricing challenge for the foldable iPhone, potentially priced over $2,000, despite Samsung and Huawei's foldable phones remaining niche products. Despite the high price, Apple aims to secure a 40% share of the folding phone market by year-end. The event is also expected to signal a shift in Apple's product schedule, with updates to more affordable iPhone models potentially delayed until the next spring.
Written by urgent.news from Business Recorder's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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