Apple announces a major September hardware event unveiling the iPhone 18 Pro, featuring a new 48MP camera system, enhanced battery life, and AI-driven software updates, alongside new Apple Watch and AirPods models.
Apple is preparing a broad September hardware launch, with the iPhone 18 Pro and iPhone 18 Pro Max going on pre-order on Saturday, September 12, at 5 a.m. PT. The company says the new Pro phones are joined by the next Apple Watch range, AirPods 5, updated Macs and a fresh set of accessories, with many devices available from Friday, September 18.
The headline changes on the iPhone 18 Pro line centre on imaging, power and battery life. Apple says both models use a 48MP Fusion Main camera with variable aperture, allowing the camera to adjust how much light reaches the sensor for different scenes. MacRumors says that system uses six laser-cut blades, giving the phones a more traditional optical control over depth of field and low-light performance. Apple also says the new Photographic Styles now offer more texture and grain controls, while Cinematic effects can be added after recording to video captured at up to 60 fps.
Under the bonnet, the phones are powered by the A20 Pro and a new vapour chamber, which Apple says improves sustained performance for demanding tasks and on-device AI workloads. The company says the iPhone 18 Pro Max delivers the biggest battery life gain yet for a Pro model, while the smaller Pro version also gains substantial endurance. Apple’s product page says the devices are offered in four finishes, and the company is pushing trade-in, leasing and financing options to lower the entry cost.
Apple is also positioning iOS 27 and its next generation of Apple Intelligence as part of the pitch. The company says the software adds new system-wide features, deeper personalisation and refinements to responsiveness and reliability. It also says the update expands parental controls and brings updated design options for Liquid Glass. However, Apple notes that some Intelligence features are limited by language, region and device support, and that Siri AI is still rolling out in beta.
The wider launch includes Apple Watch Series 12 and Apple Watch Ultra 4, both built around a new Health Sensing System and the S11 chip. Apple says the Series 12 now offers up to 24 hours of battery life, while a 15-minute charge can add up to 12 hours. The Ultra 4 is pitched as the endurance model, with up to 45 hours of outdoor workout tracking and as much as 50 hours of everyday battery life. AirPods 5 are also arriving with improved sound, stronger noise cancellation in an open-ear design and new gesture controls for volume, alongside Live Translation and Siri AI integration.
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