Apple customers gathered in record numbers at retail locations around the globe on Friday as the company began shipping its latest flagship devices, the iPhone 18 Pro and iPhone 18 Pro Max. The launch followed the unveiling of the new lineup at Apple’s annual event the previous week.
Launch event highlights
The iPhone 18 series was introduced alongside Apple’s first foldable phone, the Duo, during the company’s recent showcase. Both the Pro and Pro Max models feature a reimagined camera system that Apple describes as having a DSLR‑like aperture. According to the announcement, the larger aperture improves performance in low‑light situations and provides a deeper depth of field for more professional‑grade photography.
In addition to the camera upgrade, Apple announced a built‑in capability to detect AI‑generated images. The system creates an immutable Reference Image that resides alongside any edited version, allowing the device to identify photos that have been altered by artificial‑intelligence tools.
Pricing and availability
Apple set the starting price of the iPhone 18 Pro at $1,199, while the larger iPhone 18 Pro Max begins at $1,299. Both models are also offered through Apple’s Upgrade program, which provides lease options for customers who prefer a subscription‑style arrangement over a traditional purchase.
CEO John Ternus greets fans
John Ternus, who took over as Apple’s chief executive officer earlier this month after succeeding Tim Cook, made a public appearance at the company’s flagship store on Fifth Avenue in New York City on Friday. Ternus posed for photographs and signed autographs for customers gathered both inside the store and outside on the Midtown Manhattan streets, underscoring the high level of enthusiasm surrounding the new devices.
AI‑powered Siri upgrade
The iPhone 18 launch also marks the rollout of an upgraded voice assistant, branded Siri AI and powered by Apple Intelligence. Although first announced in June, the feature was delayed until the current release to ensure readiness. Siri AI runs on Google’s Gemini models and expands the assistant’s ability to pull contextual information from a user’s messages, photos, emails, and other data sources.
According to Apple, the new Siri can draft messages and emails, edit photos, and retrieve past conversations, offering a more integrated and proactive experience than previous versions of the assistant.
With the iPhone 18 Pro and Pro Max now on sale, Apple’s latest hardware and software innovations are immediately available to consumers, and the company’s flagship stores are seeing unprecedented foot traffic as fans line up to experience the new technology first‑hand.
Mitchell Landsberg is a Senior Technology Correspondent at News Raise. He covers consumer electronics, artificial intelligence, software developments, and digital privacy trends.
