Apple Inc. had a busy week spanning its iPhone 18 Pro launch, analyst forecasts, artificial-intelligence infrastructure and legal developments. The iPhone 18 Pro and Pro Max went on sale in South Korea at prices reaching 3.99 million won ($2,880), while criticism focused on limited visible improvements and Apple Intelligence features that remain behind competitors. The iPhone 18 Pro Max costs 2.19 million won for the 256GB model and 3.99 million won for the 2TB version, up 800,000 won from the equivalent iPhone 17 Pro Max. The iPhone 18 Pro ranges from 1.99 million won to 3.79 million won. U.S. prices range from $1,199 to $2,399 for the Pro and from $1,299 to $2,499 for the Pro Max, increases of as much as $500 from the previous generation. The phones use Apple’s A20 Pro application processor, described as the industry’s most powerful, but their core AI features still trail rivals including Samsung Electronics. Apple Intelligence is available only in English at launch, with Korean support due in an additional update later this year, while the European launch schedule remains unclear amid unresolved Digital Markets Act issues. Bank of America analyst Wamsi Mohan reiterated a Buy rating and a $370 price forecast, citing capital returns, Apple’s potential in edge AI (artificial intelligence processed near users or devices), and new products and markets. Richer U.S. carrier promotions of up to $1,200 could support a strong iPhone upgrade cycle despite higher prices. Apple is also reportedly considering an AI server using two or four planned M8 Ultra chips and Nvidia’s NVLink Fusion technology (a chip-interconnection system) to connect them, potentially linking Apple’s custom processors with Nvidia’s broader data-center systems. Separately, Samsung reclaimed the global smartphone leadership position in the second quarter of 2026 despite a 7% market decline, taking a 23% shipment share after shipments rose 9% year over year. Elon Musk’s xAI and X Corp dropped Apple from their antitrust lawsuit while continuing their case against OpenAI; U.S. District Judge Mark Pittman approved xAI’s withdrawal of its claims against Apple.