Apple iPhone 18 Pro Goes on Sale Under New CEO Ternus

Apple's iPhone 18 Pro and Pro Max went on sale globally on September 18, 2026, marking the first major product launch under new CEO John Ternus. Customers lined up at stores worldwide, including at the company's flagship Fifth Avenue location in New York City, where Ternus greeted fans, posed for photos, and signed autographs. The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299, representing a $100 increase from the previous generation. The devices feature a redesigned camera system with a variable aperture, which Apple says improves low-light performance and depth-of-field control. The lineup also introduces a new authentication feature designed to detect AI-generated photos by creating an unalterable Reference Image. The launch includes the public debut of Apple's overhauled Siri, now branded Siri AI and powered by Apple Intelligence. Apple first announced the redesigned assistant in June but delayed its release until this launch. Notably, Siri AI runs on Google's Gemini models, reflecting a partnership between the two companies to power the assistant's advanced conversational capabilities.