Apple unveils iPhone 18 Pro, first foldable iPhone at launch event
A new chapter in Apple’s smartphone strategy is taking shape as the company unveils its latest devices at the “Surprise and Shine” event at Apple Park in Cupertino, California.
The showcase is the first major public product presentation led by new CEO John Ternus, with the spotlight on the iPhone 18 series and Apple’s long-awaited entry into the foldable smartphone market.
The company introduced the iPhone 18 Pro and iPhone 18 Pro Max, powered by TSMC’s 2nm A20 Pro chips and featuring mechanical variable-aperture camera systems and improved thermal efficiency for enhanced performance.
Apple also debuted its first foldable smartphone, reportedly called the iPhone Ultra. The device comes with a 7.8-inch inner book-style display, side-mounted Touch ID authentication and high-end specifications aimed at power users.
The launch represents a significant shift in Apple’s approach to smartphone design, as the company joins rivals already competing in the growing foldable-device segment.
Beyond the new form factor, Apple is placing greater emphasis on next-generation silicon, camera capabilities and thermal performance in its latest flagship lineup.
The new products could further intensify competition in the premium smartphone market, while setting new expectations for performance, design and pricing across the industry.
