Apple launches iPhone 18 Pro and iPhone 18 Pro Max

Apple ( AAPL ) announced its iPhone 18 Pro and 18 Pro Max during its annual fall event on Wednesday. The phones have a similar look and feel to last year's 17 Pro and Pro Max, but get faster A20 Pro processors with improved CPUs, GPUs, and neural engine upgrades for running everything from games to AI models.

The batteries are also updated, with the 18 Pro getting 24 hours of charge and the iPhone 18 Pro Max getting 30 hours.

They also come with a variable mechanical aperture for better light and depth control.

Apple said that when you're in a dark environment, the aperture lets in roughly 50% more light.

In addition to performance and camera updates, the iPhone 18 Pros' Dynamic Islands also get upgrades that make them more useful, allowing you to view up to three live activities at once.

The 18 Pro will start at $1,199, and the 18 Pro Max will cost $1,299.

That's a $100 increase from the $1,099 for the 17 Pro and $1,199 for the 17 Pro Max with 256GB of storage.

Apple, like the rest of the tech industry, is contending with the AI-driven memory and storage shortage, which has forced it to raise prices on several of its other products, including Macs and iPads.

Both of Apple's latest iPhones also get the company's improved Apple Intelligence software and an upgraded version of Siri called Siri AI.

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During a video demo, Apple showed how you can ask Siri AI questions about topics from your texts and emails, use the iPhone's camera to view the world around you, and access broad world knowledge.

You can also ask Siri to do things like draft emails via voice and text and adjust its voice via what Apple calls expressive voices.

Apple Intelligence also lives across the iPhone's apps, including Safari, where it can monitor web pages for changes and notify you when they come through.

Apple Intelligence will be available in 16 languages. Siri AI will launch in English this month, with support for French, Japanese, Korean, Portuguese, and Spanish coming in October.

Apple's iPhone is its biggest moneymaker. The segment accounted for $209.5 billion of the company's $416.1 billion in total revenue in 2025. Apple's second-largest business is its Services segment, which generated $109.1 billion.

Email Daniel Howley at dhowley@yahoofinance.com . Follow him on X at @DanielHowley .