CUPERTINO, CALIFORNIA — Apple has officially unveiled the iPhone 18 Pro and iPhone 18 Pro Max, introducing major upgrades in camera technology, performance, battery life and artificial intelligence.

The new devices were announced on Wednesday, September 9, 2026, as Apple presented its latest generation of premium smartphones.

One of the biggest upgrades is the new 48-megapixel Fusion Main camera with variable aperture, which gives users greater control over lighting, depth of field and image quality. Apple also introduced new Pro controls designed to provide more flexibility when taking photos and recording videos.

Both models are powered by Apple's new A20 Pro chip, which is designed to deliver improved processing performance and support demanding artificial-intelligence workloads. The devices also feature an upgraded vapor-chamber cooling system and a smaller Dynamic Island.

Apple said the iPhone 18 Pro Max offers its longest battery life ever on an iPhone, with up to 45 hours of video playback. The new models are available in four finishes — black, silver, glacier and the new burgundy colour.

The smartphones also come with iOS 27, Apple Intelligence features and the new Siri AI, which the company says will provide a more personalised and capable voice-assistant experience.

The iPhone 18 Pro will start at $1,199, while the iPhone 18 Pro Max starts at $1,299 in the United States. Both models will be offered with storage capacities ranging from 256GB to 2TB.

Pre-orders are scheduled to begin on September 12, with the new iPhone 18 Pro models becoming available from September 18 in more than 65 countries and regions, including the United States, United Kingdom, India, China, Japan and the United Arab Emirates.

Apple's latest launch comes as the company continues to place greater emphasis on artificial intelligence, photography and high-performance computing in its premium smartphone lineup.