Apple Event 2026: iPhone 18 Pro and iPhone 18 Pro Max Launched

Apple has officially launched the iPhone 18 Pro and iPhone 18 Pro Max at its September 2026 event, marking the first major iPhone launch under new CEO John Ternus. The new Pro models arrive in four colours — Black, Silver, Glacier and Burgundy — while Apple is also putting artificial intelligence at the centre of its next phase of product development.

The launch is particularly significant because it marks the beginning of the John Ternus era at Apple, following Tim Cook's departure as CEO on September 1, 2026.

What did Apple launch at the September 2026 event?

The biggest confirmed announcement so far is the iPhone 18 Pro and iPhone 18 Pro Max.

Apple's September event, called “Surprise and Shine,” took place at the Steve Jobs Theater in Cupertino. The event was led by John Ternus in his first major product launch as Apple's CEO.

The Pro models are positioned as Apple's latest premium iPhones, while the company is also using the event to communicate a broader shift towards AI-powered experiences.

What colours does the iPhone 18 Pro come in?

The iPhone 18 Pro and iPhone 18 Pro Max are available in four colours:

The colour selection gives buyers a combination of traditional finishes such as Black and Silver alongside more distinctive options such as Glacier and Burgundy.

What did Apple say about AI at the event?

AI was one of the major themes of Apple's presentation.

John Ternus said Apple's road ahead is focused on “enormous discovery and transformation”, while highlighting how AI can become more useful when it connects people's everyday lives with the apps and services they already use.

This suggests Apple is increasingly treating AI as part of the overall iPhone experience rather than as a standalone feature.

For iPhone users, the bigger question will be how much of this AI push translates into practical features that people use every day.

Why is John Ternus's first Apple event important?

This is the first major Apple product launch led by John Ternus as CEO.

Ternus officially became Apple's CEO on September 1, 2026, while Tim Cook continues with the company as executive chairman. Cook also made a cameo appearance during the event, adding a symbolic moment to the leadership transition.

Ternus previously led Apple's hardware engineering organisation, making his first major keynote particularly important for understanding the company's next product direction.

Is the iPhone 18 Pro different from the iPhone 18 Pro Max?

Both are part of Apple's new Pro lineup, but Apple has positioned the iPhone 18 Pro Max as the larger premium model.

For shoppers searching specifically for the difference between the iPhone 18 Pro and Pro Max, the most important confirmed information from the launch is that both models share the same new-generation Pro positioning and four-colour lineup.

Detailed specifications, pricing and India availability should be confirmed from Apple's official product information before publishing specific numbers.

How much does the iPhone 18 Pro cost in India?

Apple's official India pricing should be used before adding the exact iPhone 18 Pro and iPhone 18 Pro Max prices to the article.

Avoid publishing leaked or estimated prices as confirmed launch pricing, especially because several pre-event reports had predicted possible price increases for the new Pro models.

When will the iPhone 18 Pro and Pro Max be available?

Apple has now officially unveiled the two Pro models, but the exact India sale date and pre-order details should be added only after confirmation from Apple's official India announcement.

This distinction matters because launch announcements, pre-orders and actual retail availability can happen on different dates.

What does the iPhone 18 Pro launch mean for Apple's next phase?

The iPhone 18 Pro launch is bigger than a routine annual upgrade because it combines new flagship hardware with a change in Apple's leadership.

John Ternus's emphasis on AI also signals where Apple wants the conversation to move next. Instead of treating AI as a separate technology, Apple appears to be positioning it as something that should work across the apps, services and devices people already use.

At the same time, Apple's decision to focus attention on its premium Pro models makes the September launch particularly important for buyers who want the company's newest flagship hardware.

FAQs

Did Apple launch the iPhone 18 Pro?

Yes. Apple has officially launched the iPhone 18 Pro alongside the iPhone 18 Pro Max.

How many colours does the iPhone 18 Pro have?

The new Pro models are available in four colours: Black, Silver, Glacier and Burgundy.

Who is Apple's CEO now?

John Ternus became Apple's CEO on September 1, 2026. Tim Cook continues as Apple's executive chairman.

What is the focus of Apple's new AI strategy?

John Ternus highlighted AI as an important part of Apple's future, particularly AI that connects users' everyday lives with the apps and services they use.