John Ternus used his first product launch as Apple's chief executive to unveil the iPhone 18 Pro and iPhone 18 Pro Max as the center of the company's artificial-intelligence strategy. The models pair the first 2-nanometer A20 Pro processor, a 32-core Neural Engine, a redesigned cooling system and longer battery life with an extensively rebuilt Siri that can maintain conversational context, interpret onscreen information and act across more than 300,000 third-party apps. The 48-megapixel Fusion Main camera adds a variable aperture and manual Pro Controls, while Apple Reference Image is designed to verify the authenticity of original photos and SynthID identifies AI-generated or edited images. The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299, with preorders beginning September 12 and retail availability starting September 18. Apple also introduced AirPods 5, updated Apple Watch models and its first foldable phone, the iPhone Duo. Apple shares fell 0.76% to $313.82 on Wednesday.