Apple has delivered an unwelcome surprise for Indian iPhone buyers: prices have jumped across almost its entire range following the launch of the iPhone 18 Pro series.The iPhone 18 Pro now starts at Rs 1,64,900, up Rs 30,000 from the iPhone 17 Pro. That is a 22% increase. The iPhone 18 Pro Max starts at Rs 1,79,900, up 20% from its predecessor.Even older models have become more expensive, making the latest Apple launch particularly significant for Indian consumers.<h2>iPhone 17, 17e and 16 also get pricier</h2>The 256GB iPhone 17 now costs Rs 99,900, compared with Rs 82,900 previously. Its 512GB version rises to Rs 1,24,900.The <a href="https://www.apple.com/in/iphone/">iPhone</a> 17e is now listed from Rs 64,900 for 256GB, while the iPhone Air starts at Rs 1,19,900.The biggest percentage increase is on the 1TB iPhone Air, which has risen from Rs 1,59,900 to Rs 2,24,900 a 40.6% jump.<h2>Why are iPhones getting so expensive?</h2>Counterpoint Research's Tarun Pathak said India's increases are much steeper than the roughly 8-10% global trend. He pointed to higher memory costs, a weaker rupee and increased domestic production costs. The first foldable iPhone also enters India at a premium. The iPhone Duo starts at Rs 2,99,900, with the top 2TB version reaching Rs 4,49,900. Counterpoint's Varun Mishra said the Duo's pricing is relatively competitive against rival foldables, but production could limit availability.<h2>What this means for Indian buyers</h2>The price shock could change buying decisions during the upcoming festive season. Consumers who wanted the latest Pro model now face a much higher entry price. Even buyers looking for an older iPhone are not escaping the increase. That could push more shoppers towards discounts, exchange offers and previous-generation stock rather than paying Apple's full launch prices. For Apple, however, the strategy is clear: push the premium end of the iPhone range higher while betting that its huge installed base will continue to upgrade. &nbsp;

Apple has sharply increased iPhone prices in India. The iPhone 18 Pro starts at Rs 1,64,900, up 22%, while the 1TB iPhone Air has jumped 40.6%. Older iPhone 17, 17e and 16 models have also become more expensive.

Apple has delivered an unwelcome surprise for Indian iPhone buyers: prices have jumped across almost its entire range following the launch of the iPhone 18 Pro series. The iPhone 18 Pro now starts at Rs 1,64,900, up Rs 30,000 from the iPhone 17 Pro. That is a 22% increase. The iPhone 18 Pro Max starts at Rs 1,79,900, up 20% from its predecessor. Even older models have become more expensive, making the latest Apple launch particularly significant for Indian consumers. iPhone 17, 17e and 16 also get pricier The 256GB iPhone 17 now costs Rs 99,900, compared with Rs 82,900 previously. Its 512GB version rises to Rs 1,24,900. The iPhone 17e is now listed from Rs 64,900 for 256GB, while the iPhone Air starts at Rs 1,19,900. The biggest percentage increase is on the 1TB iPhone Air, which has risen from Rs 1,59,900 to Rs 2,24,900 a 40.6% jump. Why are iPhones getting so expensive? Counterpoint Research's Tarun Pathak said India's increases are much steeper than the roughly 8-10% global trend. He pointed to higher memory costs, a weaker rupee and increased domestic production costs. The first foldable iPhone also enters India at a premium. The iPhone Duo starts at Rs 2,99,900, with the top 2TB version reaching Rs 4,49,900. Counterpoint's Varun Mishra said the Duo's pricing is relatively competitive against rival foldables, but production could limit availability. What this means for Indian buyers The price shock could change buying decisions during the upcoming festive season. Consumers who wanted the latest Pro model now face a much higher entry price. Even buyers looking for an older iPhone are not escaping the increase. That could push more shoppers towards discounts, exchange offers and previous-generation stock rather than paying Apple's full launch prices. For Apple, however, the strategy is clear: push the premium end of the iPhone range higher while betting that its huge installed base will continue to upgrade.

Apple has sharply increased iPhone prices in India. The iPhone 18 Pro starts at Rs 1,64,900, up 22%, while the 1TB iPhone Air has jumped 40.6%. Older iPhone 17, 17e and 16 models have also become more expensive.

Apple hikes iPhone prices in India: Check new prices for iPhone 17, Air and 18 Pro

The A20 Pro chip transforms the iPhone 18 Pro into an AI powerhouse. Built on a 2nm process, it features a 32-core Neural Engine, 7-core GPU, and 12GB RAM to execute Apple's advanced Foundation models and Siri AI locally with strict privacy.

The A20 Pro chip transforms the iPhone 18 Pro into an AI powerhouse. Built on a 2nm process, it features a 32-core Neural Engine, 7-core GPU, and 12GB RAM to execute Apple's advanced Foundation models and Siri AI locally with strict privacy.

iPhone 18 Pro AI: What Apple's A20 Pro chip can actually do

Apple has broken tradition by splitting the iPhone 18 launch. While the premium iPhone 18 Pro and Pro Max debuted this autumn, the standard iPhone 18 is delayed until Spring 2027 to ease supply chains and spotlight expensive high-margin models.

Apple has broken tradition by splitting the iPhone 18 launch. While the premium iPhone 18 Pro and Pro Max debuted this autumn, the standard iPhone 18 is delayed until Spring 2027 to ease supply chains and spotlight expensive high-margin models.

Apple launched the iPhone 18 Pro and Pro Max but did not launch the iPhone 18

The iPhone 18 Pro offers seven major upgrades over the 17 Pro: a 2nm A20 Pro chip, a mechanical variable aperture camera, a 35 per cent smaller Dynamic Island, an expanded vapour chamber, the new C2 modem, improved battery, and a Rs 30,000 price hike.

The iPhone 18 Pro offers seven major upgrades over the 17 Pro: a 2nm A20 Pro chip, a mechanical variable aperture camera, a 35 per cent smaller Dynamic Island, an expanded vapour chamber, the new C2 modem, improved battery, and a Rs 30,000 price hike.

iPhone 18 Pro vs iPhone 17 Pro: 7 differences that actually matter

The iPhone 18 Pro starts at Rs 1,64,900 in India, a massive Rs 30,000 hike over the iPhone 17 Pro. The Pro Max begins at Rs 1,79,900. Offered in up to 2TB storage, pre-orders open on September 12, with retail sales starting on September 18.

The iPhone 18 Pro starts at Rs 1,64,900 in India, a massive Rs 30,000 hike over the iPhone 17 Pro. The Pro Max begins at Rs 1,79,900. Offered in up to 2TB storage, pre-orders open on September 12, with retail sales starting on September 18.

iPhone 18 Pro India price: How much does Apple's new Pro iPhone cost?

iPhone 18 Pro pre-orders begin in India on September 12 at 5:30 PM IST. Buyers can use Apple Trade In and No Cost EMI offers across online and retail stores. Successful early orders will be delivered on the official September 18 launch date.

iPhone 18 Pro pre-orders begin in India on September 12 at 5:30 PM IST. Buyers can use Apple Trade In and No Cost EMI offers across online and retail stores. Successful early orders will be delivered on the official September 18 launch date.

iPhone 18 Pro pre-orders begin September 12 in India: Here's how to buy

The iPhone 18 Pro is expected to launch on September 9, 2026, with an estimated starting price of Rs 1,34,900 in India. The premium device reportedly features the 2nm A20 Pro chip, 12GB RAM, and a mechanical iris 48-megapixel camera.

The iPhone 18 Pro is expected to launch on September 9, 2026, with an estimated starting price of Rs 1,34,900 in India. The premium device reportedly features the 2nm A20 Pro chip, 12GB RAM, and a mechanical iris 48-megapixel camera.

iPhone 18 Pro launch: date, time, price, India availability and everything we know

Apple has made one of its biggest product moves in years, launching the iPhone 18 Pro, iPhone 18 Pro Max and its first-ever foldable iPhone, the iPhone Duo.

The September 9 keynote was also the first major iPhone launch led by new CEO John Ternus. Alongside the new iPhones, Apple unveiled the Apple Watch Series 12, Watch Ultra 4 and AirPods 5.For Indian buyers, the iPhone 18 Pro starts at Rs 1,64,900, while the iPhone Duo starts at Rs 2,99,900. The Pro models go on pre-order in India from 5:30pm IST on September 12, with sales beginning September 18.<h2> iPhone 18 Pro and Pro Max: What’s new?</h2>The iPhone 18 Pro and Pro Max are powered by Apple's new A20 Pro chip. The biggest camera upgrade is a 48MP Fusion Main camera with variable aperture. Apple says this gives users more control over how much light enters the lens, bringing more flexibility to photography. The phones also get a smaller Dynamic Island, improved sustained performance and major battery improvements. The Pro Max is claimed to deliver the biggest battery-life increase ever seen on an iPhone.The iPhone 18 Pro starts at Rs 1,64,900, while the Pro Max starts at Rs 1,79,900 in India. Both are available with up to 2TB storage.<img src="https://www.apple.com/newsroom/images/2026/09/apple-debuts-iphone-18-pro-and-iphone-18-pro-max/article/Apple-iPhone-18-Pro-color-lineup-260909_big.jpg.large.jpg" alt="iPhone 18 Pro is displayed in black, silver, glacier, and burgundy."> &nbsp;

<h2>Apple finally enters the foldable phone race</h2>The biggest surprise is iPhone Duo, Apple's first foldable iPhone. It opens into a 7.6-inch display and has a 5.4-inch outer screen when folded. It uses a titanium design, A20 Pro chip and a new hinge system.The Duo starts at Rs 2,99,900 in India. Pre-orders begin October 16, with sales starting October 23.

<figure class="image"><img src="https://www.apple.com/newsroom/images/2026/09/apple-unveils-iphone-duo/article/Apple-iPhone-Duo-colors-260909_big.jpg.large.jpg" alt="Apple unveils iPhone Duo - Apple"></figure><h2>Apple Watch, AirPods and Siri AI</h2>Apple Watch Series 12 starts at $399, while Watch Ultra 4 starts at $799. Both introduce Apple's new Health Sensing System, higher-frequency heart-rate and HRV measurements and a new readiness score. Ultra 4 offers up to 45 hours of outdoor workout tracking. Apple also launched AirPods 5, starting at $129. They bring open-ear Active Noise Cancellation, improved sound and hands-free Siri AI access. Finally, iOS 27 brings Siri AI, smarter Apple Intelligence features and new AI-powered tools across Apple's ecosystem. Siri AI will initially roll out as a beta in English on September 14. &nbsp;&nbsp;

Apple has launched the iPhone 18 Pro, Pro Max and first foldable iPhone Duo, alongside Apple Watch Series 12, Ultra 4 and AirPods 5. The iPhone 18 Pro starts at Rs 1,64,900 in India, while the Duo starts at Rs 2,99,900.

Apple has made one of its biggest product moves in years, launching the iPhone 18 Pro, iPhone 18 Pro Max and its first-ever foldable iPhone, the iPhone Duo.

Apple has launched the iPhone 18 Pro, Pro Max and first foldable iPhone Duo, alongside Apple Watch Series 12, Ultra 4 and AirPods 5. The iPhone 18 Pro starts at Rs 1,64,900 in India, while the Duo starts at Rs 2,99,900.

Apple iPhone 18 Pro, foldable iPhone Duo launched: Everything announced at the 2026 keynote

Apple is holding its biggest hardware event of the year today, September 9, and it marks a major moment for the company. The “Surprise and shine” keynote will be the first major Apple product launch under new CEO John Ternus, who took over from Tim Cook earlier this month. The event will begin at 10:30 PM IST in India.&nbsp;The biggest expected announcements are the iPhone 18 Pro and iPhone 18 Pro Max, alongside Apple’s first foldable iPhone, which reports suggest could be called the iPhone Ultra. Apple has not confirmed the product names or specifications.<h2>Apple event September 9: Where to watch in India</h2>The keynote begins at:Date: Wednesday, September 9, 2026Time: 10:30 PM ISTUS time: 10 AM PTLocation: Apple Park, CupertinoWatch online: Apple’s website, Apple TV app and YouTube Live&nbsp;Apple has confirmed the 10 AM PT start and says viewers can watch through Apple.com, the Apple TV app or YouTube Live.<h2>iPhone 18 Pro and foldable iPhone: What to expect</h2>The iPhone 18 Pro and Pro Max are expected to bring upgraded processors and camera changes, while Apple’s first foldable could be the biggest new product in years. Reports have pointed to a book-style foldable with a large inner display and a smaller outer screen. Reuters says the device is expected to be a high-end model costing more than $2,500, while the Pro and Pro Max models are also expected to receive upgrades.&nbsp;The foldable is reportedly expected to use a new hinge design aimed at reducing the visible crease. Other reports have suggested Touch ID could return and that the device could be considerably thinner when opened. However, these details remain unconfirmed until Apple takes the stage.&nbsp;<h2>Apple Watch, AirPods and more could also appear</h2>The iPhone may not be the only attraction. Apple is also expected to unveil new Apple Watch and AirPods models, with reports pointing to the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5. There is also speculation around new smart-home products, although some announcements could be held for a later event.&nbsp;For John Ternus, however, the biggest challenge will be larger than any single device. His first keynote as CEO comes as Apple tries to maintain iPhone momentum while making a major entry into the foldable market and competing more aggressively in AI. The first Apple event of the Ternus era begins tonight at 10:30 PM IST.

Apple’s September 9 “Surprise and shine” event begins at 10:30 PM IST today. It is the first major Apple keynote under CEO John Ternus, with the iPhone 18 Pro, Pro Max and a first foldable iPhone widely expected to headline the event.

Apple is holding its biggest hardware event of the year today, September 9, and it marks a major moment for the company. The “Surprise and shine” keynote will be the first major Apple product launch under new CEO John Ternus, who took over from Tim Cook earlier this month. The event will begin at 10:30 PM IST in India. The biggest expected announcements are the iPhone 18 Pro and iPhone 18 Pro Max, alongside Apple’s first foldable iPhone, which reports suggest could be called the iPhone Ultra. Apple has not confirmed the product names or specifications. Apple event September 9: Where to watch in India The keynote begins at: Date: Wednesday, September 9, 2026 Time: 10:30 PM IST US time: 10 AM PT Location: Apple Park, Cupertino Watch online: Apple’s website, Apple TV app and YouTube Live Apple has confirmed the 10 AM PT start and says viewers can watch through Apple.com, the Apple TV app or YouTube Live. iPhone 18 Pro and foldable iPhone: What to expect The iPhone 18 Pro and Pro Max are expected to bring upgraded processors and camera changes, while Apple’s first foldable could be the biggest new product in years. Reports have pointed to a book-style foldable with a large inner display and a smaller outer screen. Reuters says the device is expected to be a high-end model costing more than $2,500, while the Pro and Pro Max models are also expected to receive upgrades. The foldable is reportedly expected to use a new hinge design aimed at reducing the visible crease. Other reports have suggested Touch ID could return and that the device could be considerably thinner when opened. However, these details remain unconfirmed until Apple takes the stage. Apple Watch, AirPods and more could also appear The iPhone may not be the only attraction. Apple is also expected to unveil new Apple Watch and AirPods models, with reports pointing to the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5. There is also speculation around new smart-home products, although some announcements could be held for a later event. For John Ternus, however, the biggest challenge will be larger than any single device. His first keynote as CEO comes as Apple tries to maintain iPhone momentum while making a major entry into the foldable market and competing more aggressively in AI. The first Apple event of the Ternus era begins tonight at 10:30 PM IST.

Apple’s September 9 “Surprise and shine” event begins at 10:30 PM IST today. It is the first major Apple keynote under CEO John Ternus, with the iPhone 18 Pro, Pro Max and a first foldable iPhone widely expected to headline the event.

First Apple keynote hosted by new CEO John Ternus: Where to watch iPhone 18 Pro, Pro Max launch today

Discover what changes between the Apple A20 Pro and A19 Pro. Explore the 2nm TSMC node, 7-core GPU, 96-bit memory bus, WMCM packaging, and 12GB RAM upgrade.

The A20 Pro shifts to a 2nm node, upgrading from the 3nm A19 Pro. It features a 7-core GPU, 8MB efficiency cache, and a 96-bit memory bus. New WMCM packaging and 12GB RAM deliver 30 per cent better power efficiency.

A20 Pro vs A19 Pro: What will actually change?

Apple is reducing the Dynamic Island on the iPhone 18 Pro by 35 per cent, shrinking it from 20.7mm to 13.5mm. By moving the Face ID flood illuminator and infrared sensors under the display, Apple reclaims screen space while preserving functionality.

Apple is reducing the Dynamic Island on the iPhone 18 Pro by 35 per cent, shrinking it from 20.7mm to 13.5mm. By moving the Face ID flood illuminator and infrared sensors under the display, Apple reclaims screen space while preserving functionality.

Why Apple is making the Dynamic Island smaller

Apple may have just abandoned one of its most ambitious foldable projects. A new research note from display research firm Omdia reportedly says the company has cancelled plans for a 16.1-inch to 18-inch foldable MacBook.&nbsp;&nbsp;The report, first highlighted by 9to5Mac, appears to refer to the large foldable iPad-MacBook hybrid Apple has been rumoured to be developing for years. The timing is striking. The report comes just days before Apple’s September 9 event, where the company is expected to unveil new products. Apple itself has confirmed the event, but has not confirmed a foldable iPhone or the reported cancellation.&nbsp;<h2>Apple’s giant foldable was unlike an iPhone</h2>The reported device was far larger than Apple’s expected first foldable smartphone. Earlier reports described a device with a display of roughly 18 to 20 inches when opened. It was expected to blur the line between an iPad and a MacBook, offering a huge flexible screen that could fold into a smaller form for carrying. Omdia’s latest research now says the 16.1-inch to 18-inch foldable MacBook plan has been cancelled. MacRumors also reported the same finding from Omdia.&nbsp;<h2>It was once a John Ternus priority</h2>The project had an interesting connection to John Ternus, who became Apple CEO earlier this week. Bloomberg’s Mark Gurman previously reported that Apple was working on a roughly 20-inch foldable iPad and described it as a Ternus priority when he was still the company’s hardware chief. But Gurman also warned that Apple could ultimately abandon it because of its experimental nature.&nbsp;<h2>What happens to Apple’s foldable plans now?</h2>If Omdia’s assessment is accurate, Apple’s foldable strategy could initially be much narrower than earlier rumours suggested. The company may focus first on a foldable iPhone before attempting a much larger MacBook or iPad device. For consumers, that means the futuristic giant foldable iPad-MacBook could remain a prototype rather than becoming an Apple product. For now, however, the cancellation is still a report, not an Apple announcement. The company has yet to publicly confirm whether the project has been permanently shelved.

Apple reportedly cancelled its 16.1-inch to 18-inch foldable MacBook project, believed to be the same giant iPad-MacBook hybrid once linked to CEO John Ternus. The move could narrow Apple’s foldable strategy to the iPhone.

Apple may have just abandoned one of its most ambitious foldable projects. A new research note from display research firm Omdia reportedly says the company has cancelled plans for a 16.1-inch to 18-inch foldable MacBook. The report, first highlighted by 9to5Mac, appears to refer to the large foldable iPad-MacBook hybrid Apple has been rumoured to be developing for years. The timing is striking. The report comes just days before Apple’s September 9 event, where the company is expected to unveil new products. Apple itself has confirmed the event, but has not confirmed a foldable iPhone or the reported cancellation. Apple’s giant foldable was unlike an iPhone The reported device was far larger than Apple’s expected first foldable smartphone. Earlier reports described a device with a display of roughly 18 to 20 inches when opened. It was expected to blur the line between an iPad and a MacBook, offering a huge flexible screen that could fold into a smaller form for carrying. Omdia’s latest research now says the 16.1-inch to 18-inch foldable MacBook plan has been cancelled. MacRumors also reported the same finding from Omdia. It was once a John Ternus priority The project had an interesting connection to John Ternus, who became Apple CEO earlier this week. Bloomberg’s Mark Gurman previously reported that Apple was working on a roughly 20-inch foldable iPad and described it as a Ternus priority when he was still the company’s hardware chief. But Gurman also warned that Apple could ultimately abandon it because of its experimental nature. What happens to Apple’s foldable plans now? If Omdia’s assessment is accurate, Apple’s foldable strategy could initially be much narrower than earlier rumours suggested. The company may focus first on a foldable iPhone before attempting a much larger MacBook or iPad device. For consumers, that means the futuristic giant foldable iPad-MacBook could remain a prototype rather than becoming an Apple product. For now, however, the cancellation is still a report, not an Apple announcement. The company has yet to publicly confirm whether the project has been permanently shelved.

Apple reportedly cancelled its 16.1-inch to 18-inch foldable MacBook project, believed to be the same giant iPad-MacBook hybrid once linked to CEO John Ternus. The move could narrow Apple’s foldable strategy to the iPhone.

Apple reportedly scraps 18-inch foldable MacBook project once seen as a Ternus priority

Apple has a new CEO, but John Ternus is not the typical corporate chief. He does not have an MBA or a master’s degree. Instead, the longtime Apple engineer has a bachelor’s degree in mechanical engineering from the University of Pennsylvania.&nbsp;What makes Ternus particularly interesting is something much harder to put on a CV: an almost obsessive attention to detail. During a 2024 commencement speech at Penn Engineering, Ternus recalled a moment from one of his earliest projects at Apple. He had become fixated on the tiny grooves cut into stainless-steel screws used on the back of the Cinema Display.&nbsp;Most customers would probably never notice them.&nbsp;Ternus did.Apple CEO once counted screw grooves at midnightTernus recalled working late at night, far from home, when he used a magnifying glass to count the grooves on one of the screws.&nbsp;The supplier's parts had 35 grooves.They were supposed to have 25. He found himself arguing with the supplier over the difference. Then came the question he asked himself: “What the hell am I doing? Is this normal?”&nbsp;His answer was revealing. “It might not be normal, but it’s right,” Ternus said. For him, the detail mattered even if the customer never saw it. After spending months developing a product, he believed the team should get every part right. That philosophy has an obvious resemblance to the culture associated with Steve Jobs, who was famously known for his intense focus on product details.&nbsp;<h2>Who is John Ternus?</h2>Ternus joined Apple’s Product Design team in 2001. He became vice president of Hardware Engineering in 2013 and joined Apple’s executive team as senior vice president of Hardware Engineering in 2021. He has overseen hardware engineering across major Apple products, including iPhone, iPad, Mac, Apple Watch and AirPods. Apple also credits him with work on reliability, durability, materials and hardware design. Before Apple, Ternus worked as a mechanical engineer at Virtual Research Systems. Now, after 15 years of Tim Cook leading Apple, Ternus is in charge.&nbsp;<h2>Ternus’ first big Apple moment</h2>Ternus officially became CEO on September 1, 2026, with Cook moving to executive chairman. Apple says the transition followed a long-term succession plan.&nbsp;His first major public test is already approaching. Apple has scheduled its “Surprise and shine” event for September 9. The company has not confirmed the products coming to the event, but the launch is expected to be a major iPhone event. For a CEO who once stayed up counting screw grooves that customers might never see, the message is clear: the smallest details may matter just as much as the biggest products.

Apple CEO John Ternus has a bachelor’s degree in mechanical engineering, not an MBA or master’s degree. His unusual obsession with counting screw grooves during an early Apple project highlights the attention to detail that now defines the company’s new leader.

Apple has a new CEO, but John Ternus is not the typical corporate chief. He does not have an MBA or a master’s degree. Instead, the longtime Apple engineer has a bachelor’s degree in mechanical engineering from the University of Pennsylvania. What makes Ternus particularly interesting is something much harder to put on a CV: an almost obsessive attention to detail. During a 2024 commencement speech at Penn Engineering, Ternus recalled a moment from one of his earliest projects at Apple. He had become fixated on the tiny grooves cut into stainless-steel screws used on the back of the Cinema Display. Most customers would probably never notice them. Ternus did. Apple CEO once counted screw grooves at midnight Ternus recalled working late at night, far from home, when he used a magnifying glass to count the grooves on one of the screws. The supplier's parts had 35 grooves. They were supposed to have 25. He found himself arguing with the supplier over the difference. Then came the question he asked himself: “What the hell am I doing? Is this normal?” His answer was revealing. “It might not be normal, but it’s right,” Ternus said. For him, the detail mattered even if the customer never saw it. After spending months developing a product, he believed the team should get every part right. That philosophy has an obvious resemblance to the culture associated with Steve Jobs, who was famously known for his intense focus on product details. Who is John Ternus? Ternus joined Apple’s Product Design team in 2001. He became vice president of Hardware Engineering in 2013 and joined Apple’s executive team as senior vice president of Hardware Engineering in 2021. He has overseen hardware engineering across major Apple products, including iPhone, iPad, Mac, Apple Watch and AirPods. Apple also credits him with work on reliability, durability, materials and hardware design. Before Apple, Ternus worked as a mechanical engineer at Virtual Research Systems. Now, after 15 years of Tim Cook leading Apple, Ternus is in charge. Ternus’ first big Apple moment Ternus officially became CEO on September 1, 2026, with Cook moving to executive chairman. Apple says the transition followed a long-term succession plan. His first major public test is already approaching. Apple has scheduled its “Surprise and shine” event for September 9. The company has not confirmed the products coming to the event, but the launch is expected to be a major iPhone event. For a CEO who once stayed up counting screw grooves that customers might never see, the message is clear: the smallest details may matter just as much as the biggest products.

Apple CEO John Ternus has a bachelor’s degree in mechanical engineering, not an MBA or master’s degree. His unusual obsession with counting screw grooves during an early Apple project highlights the attention to detail that now defines the company’s new leader.

No MBA, no master’s degree: Apple CEO John Ternus has one Steve Jobs-like quality

Steve Jobs is remembered as one of the most influential figures in technology. But there is one unusual detail about his time at Apple that still attracts attention: his salary was just $1 a year.&nbsp;After returning to Apple in 1997, Jobs received a $1 annual salary as the company’s interim CEO and continued on that salary after becoming permanent CEO. Apple confirmed the arrangement in its filings.&nbsp;<h2>So, did Jobs really get paid only $1 by Apple?</h2>Not exactly. Steve Jobs’ famous $1 salaryJobs’ $1 salary was real. Apple said he had received that salary every year since returning to the company in 1997. In fiscal 2010, for example, his reported salary was again just $1. He received no new stock or option award that year.The strategy was closely linked to his ownership of Apple shares. Apple said Jobs’ stock ownership aligned his interests with shareholders. By 2010, Jobs owned about 5.5 million Apple shares. He had not sold shares since returning to the company in 1997.&nbsp;<h2>Apple gave Jobs a huge stock award</h2>The biggest part of Jobs’ Apple compensation came through equity. In 2003, Jobs voluntarily cancelled 27.5 million stock options and received 5 million restricted shares instead. The award was valued at about $74.75 million at the time.Those shares later increased to 10 million after Apple’s stock split and vested fully in 2006. Apple’s stock had risen sharply during that period, making the award enormously valuable.<h2>He also received a $90 million private jet</h2>According to reports Jobs’ compensation history included another extraordinary perk. In 1999, Apple awarded him a Gulfstream V aircraft for his service as interim CEO. Apple said the aircraft was worth about $90 million.The amount was later recorded differently in Apple’s filings because the plane was transferred to Jobs in 2001 and related payments and tax assistance were reported across fiscal years. So while the famous headline says Steve Jobs earned $1 a year, that figure describes his base salary, not the full value of everything he received from Apple. His story became an early example of how billionaire executives can receive little in cash salary while building enormous wealth through company stock.

Steve Jobs famously took a salary of just $1 a year from Apple after returning to the company in 1997. 

Steve Jobs is remembered as one of the most influential figures in technology. But there is one unusual detail about his time at Apple that still attracts attention: his salary was just $1 a year. After returning to Apple in 1997, Jobs received a $1 annual salary as the company’s interim CEO and continued on that salary after becoming permanent CEO. Apple confirmed the arrangement in its filings. So, did Jobs really get paid only $1 by Apple? Not exactly. Steve Jobs’ famous $1 salary Jobs’ $1 salary was real. Apple said he had received that salary every year since returning to the company in 1997. In fiscal 2010, for example, his reported salary was again just $1. He received no new stock or option award that year. The strategy was closely linked to his ownership of Apple shares. Apple said Jobs’ stock ownership aligned his interests with shareholders. By 2010, Jobs owned about 5.5 million Apple shares. He had not sold shares since returning to the company in 1997. Apple gave Jobs a huge stock award The biggest part of Jobs’ Apple compensation came through equity. In 2003, Jobs voluntarily cancelled 27.5 million stock options and received 5 million restricted shares instead. The award was valued at about $74.75 million at the time. Those shares later increased to 10 million after Apple’s stock split and vested fully in 2006. Apple’s stock had risen sharply during that period, making the award enormously valuable. He also received a $90 million private jet According to reports Jobs’ compensation history included another extraordinary perk. In 1999, Apple awarded him a Gulfstream V aircraft for his service as interim CEO. Apple said the aircraft was worth about $90 million. The amount was later recorded differently in Apple’s filings because the plane was transferred to Jobs in 2001 and related payments and tax assistance were reported across fiscal years. So while the famous headline says Steve Jobs earned $1 a year, that figure describes his base salary, not the full value of everything he received from Apple. His story became an early example of how billionaire executives can receive little in cash salary while building enormous wealth through company stock.

Steve Jobs famously took a salary of just $1 a year from Apple after returning to the company in 1997.&nbsp;

How much did Steve Jobs get paid from Apple?

Apple has unveiled its latest Mac mini and Mac Studio models in India, bringing its newest chips and a major focus on artificial intelligence to its desktop range. The new Mac mini is powered by Apple's first 2nm processor, the M6, while Mac Studio gets the M5 Max and new M5 Ultra. Apple says the upgrades deliver faster AI processing, graphics and storage, while also bringing newer connectivity standards. For Indian buyers, the Mac mini with M6 starts at Rs 99,900, while the M5 Pro version starts at Rs 2,09,900. Mac Studio starts at Rs 2,79,900 with M5 Max and Rs 6,29,900 with M5 Ultra. Pre-orders are open now, with sales beginning on September 22.&nbsp;<h2>Mac mini gets Apple’s first 2nm chip</h2>The biggest change is inside the smaller Mac mini. The M6 has a 12-core CPU, 12-core GPU and a dual 16-core Neural Engine. Apple says the M6 model delivers up to four times faster AI performance and twice the graphics performance compared with the M4 Mac mini. It starts with 16GB of unified memory and can be configured with up to 32GB. Memory bandwidth reaches 170GB/s. Apple is also offering the Mac mini with M5 Pro. That version can reach an 18-core CPU, 20-core GPU and 64GB of unified memory, making it more suitable for video production, development, 3D work and running larger AI models. Connectivity gets a useful upgrade too. Both versions support Wi-Fi 7, Bluetooth 6 and 2.5Gb Ethernet, with 10Gb Ethernet available as an option. The M5 Pro version also gets Thunderbolt 5.&nbsp;<h2>Mac Studio pushes AI even further</h2>The Mac Studio is aimed at professionals who need considerably more power. The M5 Max version can be configured with up to a 40-core GPU and 128GB of unified memory. The M5 Ultra goes much further, offering up to 512GB of unified memory and an 80-core GPU. Apple says the M5 Ultra can deliver up to 4.3 times faster AI performance than the previous generation. Storage has also been upgraded to a faster PCIe Gen 6 architecture. For video professionals, Apple has added genlock over USB-C, which helps synchronise cameras and displays precisely.&nbsp;<h2>Apple’s new India prices</h2>The new Mac mini with M6 starts at Rs 99,900, while Mac mini with M5 Pro starts at Rs 2,09,900. Mac Studio starts at Rs 2,79,900 with M5 Max and Rs 6,29,900 with M5 Ultra. Apple says the new Macs are available for pre-order from August 25, with deliveries and retail availability beginning September 22. A Mac Studio configuration with 512GB of unified memory is expected later in October. The bigger picture is clear: Apple is positioning its desktop Macs not just as traditional work machines, but as local AI computers capable of running increasingly demanding models and AI agents directly on the device.

Apple has launched new Mac mini and Mac Studio models in India, led by the 2nm M6 and M5 Ultra chips. The desktops bring major AI, graphics, memory and connectivity upgrades, with prices starting at Rs 99,900 for Mac mini and Rs 2,79,900 for Mac Studio.

Apple has unveiled its latest Mac mini and Mac Studio models in India, bringing its newest chips and a major focus on artificial intelligence to its desktop range. The new Mac mini is powered by Apple's first 2nm processor, the M6, while Mac Studio gets the M5 Max and new M5 Ultra. Apple says the upgrades deliver faster AI processing, graphics and storage, while also bringing newer connectivity standards. For Indian buyers, the Mac mini with M6 starts at Rs 99,900, while the M5 Pro version starts at Rs 2,09,900. Mac Studio starts at Rs 2,79,900 with M5 Max and Rs 6,29,900 with M5 Ultra. Pre-orders are open now, with sales beginning on September 22. Mac mini gets Apple’s first 2nm chip The biggest change is inside the smaller Mac mini. The M6 has a 12-core CPU, 12-core GPU and a dual 16-core Neural Engine. Apple says the M6 model delivers up to four times faster AI performance and twice the graphics performance compared with the M4 Mac mini. It starts with 16GB of unified memory and can be configured with up to 32GB. Memory bandwidth reaches 170GB/s. Apple is also offering the Mac mini with M5 Pro. That version can reach an 18-core CPU, 20-core GPU and 64GB of unified memory, making it more suitable for video production, development, 3D work and running larger AI models. Connectivity gets a useful upgrade too. Both versions support Wi-Fi 7, Bluetooth 6 and 2.5Gb Ethernet, with 10Gb Ethernet available as an option. The M5 Pro version also gets Thunderbolt 5. Mac Studio pushes AI even further The Mac Studio is aimed at professionals who need considerably more power. The M5 Max version can be configured with up to a 40-core GPU and 128GB of unified memory. The M5 Ultra goes much further, offering up to 512GB of unified memory and an 80-core GPU. Apple says the M5 Ultra can deliver up to 4.3 times faster AI performance than the previous generation. Storage has also been upgraded to a faster PCIe Gen 6 architecture. For video professionals, Apple has added genlock over USB-C, which helps synchronise cameras and displays precisely. Apple’s new India prices The new Mac mini with M6 starts at Rs 99,900, while Mac mini with M5 Pro starts at Rs 2,09,900. Mac Studio starts at Rs 2,79,900 with M5 Max and Rs 6,29,900 with M5 Ultra. Apple says the new Macs are available for pre-order from August 25, with deliveries and retail availability beginning September 22. A Mac Studio configuration with 512GB of unified memory is expected later in October. The bigger picture is clear: Apple is positioning its desktop Macs not just as traditional work machines, but as local AI computers capable of running increasingly demanding models and AI agents directly on the device.

Apple has launched new Mac mini and Mac Studio models in India, led by the 2nm M6 and M5 Ultra chips. The desktops bring major AI, graphics, memory and connectivity upgrades, with prices starting at Rs 99,900 for Mac mini and Rs 2,79,900 for Mac Studio.

Apple launches new Mac mini and Mac Studio: Price, performance and everything else you need to know

The Pixel 11 Pro features the 2nm Tensor G6 chip for advanced AI, while the iPhone 17 Pro brings raw A19 Pro power and a triple 48MP camera. Deciding between these two flagship giants comes down to your personal priorities. 

The Pixel 11 Pro features the 2nm Tensor G6 chip for advanced AI, while the iPhone 17 Pro brings raw A19 Pro power and a triple 48MP camera. Deciding between these two flagship giants comes down to your personal priorities.&nbsp;

‘Pixel 11 Pro vs iPhone 17 Pro’: Which flagship phone should you buy?

If you are considering buying an iPhone 17 Pro, waiting a few weeks could make more sense. Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max in September, and current leaks point to several meaningful upgrades rather than a simple yearly refresh. Apple has not confirmed the launch date or specifications, but September 8 or 9 are currently among the reported possibilities.<h2>Here are nine changes that could make the wait worthwhile</h2>1. A new 2nm A20 Pro chip&nbsp;The biggest internal upgrade could be Apple's A20 Pro, reportedly built using TSMC's 2nm process. The smaller process should help improve performance and power efficiency, which could benefit gaming and on-device AI.&nbsp;2. Apple's C2 modemApple is expected to continue replacing third-party modem technology with its own. The C2 modem could improve connectivity while reducing power consumption. Some reports also suggest Apple is exploring broader satellite connectivity.&nbsp;3. A smaller Dynamic IslandThe front of the iPhone could look cleaner. Reports suggest Apple may reduce the size of the Dynamic Island, with under-display Face ID technology potentially helping free up screen space. Whether Apple can achieve the full change this year remains uncertain.&nbsp;4. The camera could get a major hardware changeThe 48MP main Fusion camera is widely rumoured to gain a variable aperture. Unlike the fixed aperture on recent Pro models, the lens could physically adjust how much light reaches the sensor. That could mean better control in bright and dark scenes, as well as greater control over background blur and depth of field.&nbsp;5. Better telephoto photographyApple could also give the telephoto camera a wider aperture and improve its optics. That could be particularly useful when shooting subjects in low light or using zoom.&nbsp;6. A simpler Camera ControlThe Camera Control introduced with the iPhone 16 could be redesigned. Reports suggest Apple may remove some of its touch-sensitive components while retaining the main camera controls, potentially making it easier to use.&nbsp;7. More efficient displaysThe Pro models are expected to retain 6.3-inch and 6.9-inch OLED displays, but could move to an improved LTPO+ technology. The main benefit may be efficiency, helping the phone reduce power consumption.&nbsp;8. A bigger Pro Max batteryThe iPhone 18 Pro Max could receive a particularly noticeable battery upgrade. Current reports suggest a capacity of around 5,567mAh for US models, compared with 5,088mAh for the US iPhone 17 Pro Max. Combined with the 2nm chip and C2 modem, that could translate into longer real-world battery life.&nbsp;9. Satellite connectivity could go furtherApple already offers satellite-based emergency features. The next step could be satellite connectivity capable of supporting more than emergency communication, although availability would depend heavily on network infrastructure and regional support.&nbsp;<h2>Should you wait for iPhone 18 Pro?</h2>For existing iPhone 17 Pro owners, the upgrade may not be essential. But for someone about to buy a new Pro iPhone, the combination of a 2nm chip, variable-aperture camera, larger battery, smaller Dynamic Island and C2 modem could make waiting worthwhile. There is one big catch: none of these specifications are officially confirmed by Apple yet. The launch date, pricing and final feature list could still change.

The iPhone 18 Pro and Pro Max are expected to arrive in September 2026 with several upgrades, including an A20 Pro 2nm chip, C2 modem, variable-aperture camera, larger Pro Max battery and smaller Dynamic Island. Apple has yet to confirm the specifications or launch date.

If you are considering buying an iPhone 17 Pro, waiting a few weeks could make more sense. Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max in September, and current leaks point to several meaningful upgrades rather than a simple yearly refresh. Apple has not confirmed the launch date or specifications, but September 8 or 9 are currently among the reported possibilities. Here are nine changes that could make the wait worthwhile 1. A new 2nm A20 Pro chip The biggest internal upgrade could be Apple's A20 Pro, reportedly built using TSMC's 2nm process. The smaller process should help improve performance and power efficiency, which could benefit gaming and on-device AI. 2. Apple's C2 modem Apple is expected to continue replacing third-party modem technology with its own. The C2 modem could improve connectivity while reducing power consumption. Some reports also suggest Apple is exploring broader satellite connectivity. 3. A smaller Dynamic Island The front of the iPhone could look cleaner. Reports suggest Apple may reduce the size of the Dynamic Island, with under-display Face ID technology potentially helping free up screen space. Whether Apple can achieve the full change this year remains uncertain. 4. The camera could get a major hardware change The 48MP main Fusion camera is widely rumoured to gain a variable aperture. Unlike the fixed aperture on recent Pro models, the lens could physically adjust how much light reaches the sensor. That could mean better control in bright and dark scenes, as well as greater control over background blur and depth of field. 5. Better telephoto photography Apple could also give the telephoto camera a wider aperture and improve its optics. That could be particularly useful when shooting subjects in low light or using zoom. 6. A simpler Camera Control The Camera Control introduced with the iPhone 16 could be redesigned. Reports suggest Apple may remove some of its touch-sensitive components while retaining the main camera controls, potentially making it easier to use. 7. More efficient displays The Pro models are expected to retain 6.3-inch and 6.9-inch OLED displays, but could move to an improved LTPO+ technology. The main benefit may be efficiency, helping the phone reduce power consumption. 8. A bigger Pro Max battery The iPhone 18 Pro Max could receive a particularly noticeable battery upgrade. Current reports suggest a capacity of around 5,567mAh for US models, compared with 5,088mAh for the US iPhone 17 Pro Max. Combined with the 2nm chip and C2 modem, that could translate into longer real-world battery life. 9. Satellite connectivity could go further Apple already offers satellite-based emergency features. The next step could be satellite connectivity capable of supporting more than emergency communication, although availability would depend heavily on network infrastructure and regional support. Should you wait for iPhone 18 Pro? For existing iPhone 17 Pro owners, the upgrade may not be essential. But for someone about to buy a new Pro iPhone, the combination of a 2nm chip, variable-aperture camera, larger battery, smaller Dynamic Island and C2 modem could make waiting worthwhile. There is one big catch: none of these specifications are officially confirmed by Apple yet. The launch date, pricing and final feature list could still change.

The iPhone 18 Pro and Pro Max are expected to arrive in September 2026 with several upgrades, including an A20 Pro 2nm chip, C2 modem, variable-aperture camera, larger Pro Max battery and smaller Dynamic Island. Apple has yet to confirm the specifications or launch date.

From 2nm chip to bigger battery: 9 iPhone 18 Pro upgrades to know

Apple's long-awaited AI-powered Siri could arrive with a subscription twist. During what was his final earnings call as Apple's CEO, Tim Cook suggested that users who rely heavily on the upgraded Siri may eventually have to pay for additional AI computing through the company's iCloud+ plans. The comments offer one of the clearest indications yet of how Apple plans to monetise its biggest AI upgrade, as the company prepares to launch the new Siri more broadly later this year with iOS 27.<h2>Apple could follow the ChatGPT subscription model</h2>Cook said Apple expects many users to rely heavily on Siri AI and is exploring upgrade options through iCloud+. "We do believe there will be people that want to use it a lot," Cook said, adding that users may be able to purchase additional AI capacity as part of higher iCloud+ subscription tiers. However, he stressed that the plans are still being evaluated. The approach mirrors rivals such as OpenAI and Anthropic, which offer free AI access while charging subscribers for higher usage limits and premium capabilities.<h2>Siri AI arrives at a crucial moment</h2>The upgraded Siri is one of Apple's most important AI projects. It is already available in the iOS 27 beta and is expected to roll out publicly this autumn. The launch comes after repeated delays that allowed competitors such as ChatGPT, Claude and Google's Gemini to establish themselves as leading AI assistants. Apple has even integrated a customised version of Google's Gemini into Siri for certain AI tasks, highlighting the company's efforts to close the gap in generative AI.<h2>Apple faces growing AI and hardware pressures</h2>The Siri overhaul also arrives as Apple navigates rising AI infrastructure costs and industry-wide component shortages. The company recently increased prices for several Mac and iPad models, while avoiding changes to current iPhone pricing. AI-related demand for memory chips has driven up manufacturing costs across the technology industry. Meanwhile, Apple settled a class-action lawsuit over how it marketed AI features for the iPhone 16 after delays to its Siri rollout. Whether advanced Siri AI ultimately becomes part of a paid iCloud+ tier remains undecided. But Cook's comments suggest Apple is increasingly looking at subscriptions not just hardware sales to fund its next generation of AI services.

Apple CEO Tim Cook has indicated that advanced Siri AI features may eventually require an iCloud+ subscription for heavy users. The move would align Apple's strategy with OpenAI and Anthropic as it prepares to launch its biggest Siri upgrade with iOS 27.

Apple's long-awaited AI-powered Siri could arrive with a subscription twist. During what was his final earnings call as Apple's CEO, Tim Cook suggested that users who rely heavily on the upgraded Siri may eventually have to pay for additional AI computing through the company's iCloud+ plans. The comments offer one of the clearest indications yet of how Apple plans to monetise its biggest AI upgrade, as the company prepares to launch the new Siri more broadly later this year with iOS 27. Apple could follow the ChatGPT subscription model Cook said Apple expects many users to rely heavily on Siri AI and is exploring upgrade options through iCloud+. "We do believe there will be people that want to use it a lot," Cook said, adding that users may be able to purchase additional AI capacity as part of higher iCloud+ subscription tiers. However, he stressed that the plans are still being evaluated. The approach mirrors rivals such as OpenAI and Anthropic, which offer free AI access while charging subscribers for higher usage limits and premium capabilities. Siri AI arrives at a crucial moment The upgraded Siri is one of Apple's most important AI projects. It is already available in the iOS 27 beta and is expected to roll out publicly this autumn. The launch comes after repeated delays that allowed competitors such as ChatGPT, Claude and Google's Gemini to establish themselves as leading AI assistants. Apple has even integrated a customised version of Google's Gemini into Siri for certain AI tasks, highlighting the company's efforts to close the gap in generative AI. Apple faces growing AI and hardware pressures The Siri overhaul also arrives as Apple navigates rising AI infrastructure costs and industry-wide component shortages. The company recently increased prices for several Mac and iPad models, while avoiding changes to current iPhone pricing. AI-related demand for memory chips has driven up manufacturing costs across the technology industry. Meanwhile, Apple settled a class-action lawsuit over how it marketed AI features for the iPhone 16 after delays to its Siri rollout. Whether advanced Siri AI ultimately becomes part of a paid iCloud+ tier remains undecided. But Cook's comments suggest Apple is increasingly looking at subscriptions not just hardware sales to fund its next generation of AI services.

Apple CEO Tim Cook has indicated that advanced Siri AI features may eventually require an iCloud+ subscription for heavy users. The move would align Apple's strategy with OpenAI and Anthropic as it prepares to launch its biggest Siri upgrade with iOS 27.

Apple may put advanced Siri AI features behind a paywall, Tim Cook hints at iCloud+ upgrade

Apple's next premium iPhones could come with a much higher price tag than many buyers expected. According to a new report, the iPhone 18 Pro and iPhone 18 Pro Max could cost $250 to $300 more than the current iPhone 17 Pro lineup when they launch later this year. If accurate, it would mark one of Apple's biggest-ever price increases for its flagship smartphones. The latest prediction comes from GF Securities analyst Jeff Pu, whose research note, cited by MacRumors, points to rising manufacturing costs as the biggest reason behind the expected increase.<h2>Why the iPhone 18 Pro may cost more</h2>The biggest factor is Apple's expected move to TSMC's 2nm A20 processor. The next-generation chip is widely expected to deliver faster performance, stronger on-device AI capabilities and better power efficiency. However, it is also believed to be significantly more expensive to manufacture than today's 3nm chips.The report also points to rising DRAM and NAND memory prices, along with higher component costs caused by the global AI infrastructure boom. As chipmakers prioritise AI hardware, smartphone manufacturers are facing growing pressure across the supply chain. Jeff Pu believes these higher production costs could leave Apple with little room to absorb the increase without passing some of it on to customers.<h2>More upgrades expected</h2>The iPhone 18 Pro lineup is expected to receive several major hardware improvements alongside the new processor. Leaks suggest Apple will retain the 6.3-inch and 6.9-inch displays for the Pro and Pro Max but introduce a smaller Dynamic Island, brighter LTPO+ OLED panels and improved battery life. Camera upgrades are also expected. Reports suggest Apple could introduce a variable-aperture main camera, giving users greater control over depth of field and improving low-light photography. The Pro Max may also feature a larger battery and Apple's next-generation C2 modem, offering faster connectivity and improved power efficiency.<h2>September launch expected</h2>Apple has not confirmed any details, but multiple reports suggest the company will unveil the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone during its traditional September launch event. If the latest pricing leak proves accurate, buyers may have to pay substantially more for Apple's next-generation flagship. Whether consumers accept the higher prices could depend on whether the hardware upgrades are significant enough to justify the premium. Until Apple makes an official announcement, all pricing and specifications remain based on leaks and analyst reports.

A fresh leak suggests Apple's iPhone 18 Pro and iPhone 18 Pro Max could cost $250-$300 more than current models. Rising 2nm chip costs, expensive memory and AI-driven supply chain pressures are reportedly behind the expected price increase ahead of the rumoured September launch.


Apple's next premium iPhones could come with a much higher price tag than many buyers expected. According to a new report, the iPhone 18 Pro and iPhone 18 Pro Max could cost $250 to $300 more than the current iPhone 17 Pro lineup when they launch later this year. If accurate, it would mark one of Apple's biggest-ever price increases for its flagship smartphones. The latest prediction comes from GF Securities analyst Jeff Pu, whose research note, cited by MacRumors, points to rising manufacturing costs as the biggest reason behind the expected increase. Why the iPhone 18 Pro may cost more The biggest factor is Apple's expected move to TSMC's 2nm A20 processor. The next-generation chip is widely expected to deliver faster performance, stronger on-device AI capabilities and better power efficiency. However, it is also believed to be significantly more expensive to manufacture than today's 3nm chips. The report also points to rising DRAM and NAND memory prices, along with higher component costs caused by the global AI infrastructure boom. As chipmakers prioritise AI hardware, smartphone manufacturers are facing growing pressure across the supply chain. Jeff Pu believes these higher production costs could leave Apple with little room to absorb the increase without passing some of it on to customers. More upgrades expected The iPhone 18 Pro lineup is expected to receive several major hardware improvements alongside the new processor. Leaks suggest Apple will retain the 6.3-inch and 6.9-inch displays for the Pro and Pro Max but introduce a smaller Dynamic Island, brighter LTPO+ OLED panels and improved battery life. Camera upgrades are also expected. Reports suggest Apple could introduce a variable-aperture main camera, giving users greater control over depth of field and improving low-light photography. The Pro Max may also feature a larger battery and Apple's next-generation C2 modem, offering faster connectivity and improved power efficiency. September launch expected Apple has not confirmed any details, but multiple reports suggest the company will unveil the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone during its traditional September launch event. If the latest pricing leak proves accurate, buyers may have to pay substantially more for Apple's next-generation flagship. Whether consumers accept the higher prices could depend on whether the hardware upgrades are significant enough to justify the premium. Until Apple makes an official announcement, all pricing and specifications remain based on leaks and analyst reports.

A fresh leak suggests Apple's iPhone 18 Pro and iPhone 18 Pro Max could cost $250-$300 more than current models. Rising 2nm chip costs, expensive memory and AI-driven supply chain pressures are reportedly behind the expected price increase ahead of the rumoured September launch.

iPhone 18 Pro could be Apple's biggest price jump in years, says new leak

iPhones cost more than Android phones due to custom 3nm processors, premium materials like titanium and Ceramic Shield, and full vertical integration. Seven years of iOS updates and 62 per cent two-year resale value offset the higher entry cost.

iPhones cost more than Android phones due to custom 3nm processors, premium materials like titanium and Ceramic Shield, and full vertical integration. Seven years of iOS updates and 62 per cent two-year resale value offset the higher entry cost.

Why are iPhones so expensive compared to Android phones?

Apple's upcoming iPhone 18 Pro is poised to be its first true AI smartphone, launching in September 2026. Powered by the 2nm A20 Pro chip and 12GB of integrated RAM, it will run complex AI locally. It also features a variable-aperture camera and a massive 5,567mAh battery.


Apple's upcoming iPhone 18 Pro is poised to be its first true AI smartphone, launching in September 2026. Powered by the 2nm A20 Pro chip and 12GB of integrated RAM, it will run complex AI locally. It also features a variable-aperture camera and a massive 5,567mAh battery.

'First true AI-powered iPhone': How iPhone 18 Pro could bring the AI transformation Apple has been preparing for years

Compare the 17 Pro and upcoming iPhone 18 Pro to decide your upgrade. The 17 Pro features a 3nm A19 chip, while the 18 Pro introduces a 2nm A20 Pro processor, variable aperture camera, and a smaller Dynamic Island.

Compare the 17 Pro and upcoming iPhone 18 Pro to decide your upgrade. The 17 Pro features a 3nm A19 chip, while the 18 Pro introduces a 2nm A20 Pro processor, variable aperture camera, and a smaller Dynamic Island.

iPhone 18 Pro vs iPhone 17 Pro: Is it worth the upgrade?

The iPhone 18 Pro, expected in September 2026, aims to redefine smartphones. Leaks point to a 2nm A20 Pro chip, a 48MP variable aperture camera, 12GB of RAM, and a custom C2 modem. These upgrades could push the starting price to USD 1,299.

The iPhone 18 Pro, expected in September 2026, aims to redefine smartphones. Leaks point to a 2nm A20 Pro chip, a 48MP variable aperture camera, 12GB of RAM, and a custom C2 modem. These upgrades could push the starting price to USD 1,299.

Should you wait for the iPhone 18 Pro? Here's what leaks suggest

The iPhone 18 Pro, launching September 2026, aims to redefine smartphones. Featuring a 2nm A20 Pro chip, a 35 per cent smaller Dynamic Island, a variable aperture camera, and Apple's C2 modem, it sets a bold new benchmark for speed and AI.

The iPhone 18 Pro, launching September 2026, aims to redefine smartphones. Featuring a 2nm A20 Pro chip, a 35 per cent smaller Dynamic Island, a variable aperture camera, and Apple's C2 modem, it sets a bold new benchmark for speed and AI.

Why the iPhone 18 Pro could be Apple's smartest iPhone yet

The iPhone 18 Pro, expected on September 8, 2026, will introduce a revolutionary variable aperture camera. Powered by a 2nm A20 Pro chip, 12GB of RAM, and a custom C2 modem for satellite internet, this device marks a major leap in mobile tech.

The iPhone 18 Pro, expected on September 8, 2026, will introduce a revolutionary variable aperture camera. Powered by a 2nm A20 Pro chip, 12GB of RAM, and a custom C2 modem for satellite internet, this device marks a major leap in mobile tech.

iPhone 18 Pro could introduce a feature no iPhone has ever had

Apple's next flagship iPhone launch is now believed to be only a couple of months away, and leaks are beginning to paint a clearer picture of what to expect. According to reports from Bloomberg and supply chain sources, Apple could unveil the iPhone 18 Pro and iPhone 18 Pro Max during its annual September event, with September 8 or September 9 emerging as the most likely keynote dates. If Apple follows its usual schedule, sales could begin on September 18.Unlike previous years, reports suggest Apple may reserve the September event for the Pro models and its first foldable iPhone, while the standard iPhone 18 lineup could arrive in early 2027.<h2>Bigger battery and faster A20 Pro chip expected</h2>One of the biggest expected upgrades is battery life. Several reports suggest the iPhone 18 Pro Max could feature Apple's largest battery yet, with capacities ranging from around 5,400mAh to 5,500mAh depending on the model and market. The larger battery may also make the phone slightly thicker. Powering the new devices is expected to be Apple's A20 Pro processor, reportedly built using TSMC's 2nm manufacturing process. The new chip is expected to deliver faster performance, improved gaming, better power efficiency and stronger on-device AI capabilities.<h2>Familiar design with camera improvements</h2>If leaks are accurate, Apple is unlikely to introduce a dramatic redesign this year.The flat-sided design and triple-camera layout are expected to remain, although the rear camera module could become slightly larger. Reports also suggest Apple may reduce the two-tone appearance on the back, giving the phone a cleaner look. The display sizes are expected to stay at 6.3 inches for the Pro and 6.9 inches for the Pro Max. Several leaks also point to a smaller Dynamic Island, with Apple reportedly moving more Face ID components beneath the display. Camera upgrades could include a variable-aperture main camera, a brighter telephoto lens, a new stacked image sensor and an upgraded 24-megapixel front camera.<h2>AI, connectivity and pricing</h2>The iPhone 18 Pro is expected to launch with iOS 27 and the next generation of Apple Intelligence features, including a more capable Siri powered by on-device AI.Apple is also tipped to introduce its C2 modem, offering improved power efficiency and faster wireless performance. Expanded satellite communication features are also expected. Pricing could become one of the biggest talking points. Analysts believe higher manufacturing costs, including the move to 2nm chips, more expensive memory and upgraded camera hardware, could push prices higher. Some reports suggest certain models may cost up to $200 more than their predecessors, although Apple has not confirmed any pricing. As always, these details remain based on leaks and supply chain reports. Apple is expected to reveal the official specifications during its September keynote.

Apple is expected to unveil the iPhone 18 Pro lineup in September with a new A20 Pro chip, larger batteries, improved cameras, refined design and upgraded AI features. Reports also suggest higher prices as Apple prepares one of its biggest flagship launches in years.

Apple's next flagship iPhone launch is now believed to be only a couple of months away, and leaks are beginning to paint a clearer picture of what to expect. According to reports from Bloomberg and supply chain sources, Apple could unveil the iPhone 18 Pro and iPhone 18 Pro Max during its annual September event, with September 8 or September 9 emerging as the most likely keynote dates. If Apple follows its usual schedule, sales could begin on September 18. Unlike previous years, reports suggest Apple may reserve the September event for the Pro models and its first foldable iPhone, while the standard iPhone 18 lineup could arrive in early 2027. Bigger battery and faster A20 Pro chip expected One of the biggest expected upgrades is battery life. Several reports suggest the iPhone 18 Pro Max could feature Apple's largest battery yet, with capacities ranging from around 5,400mAh to 5,500mAh depending on the model and market. The larger battery may also make the phone slightly thicker. Powering the new devices is expected to be Apple's A20 Pro processor, reportedly built using TSMC's 2nm manufacturing process. The new chip is expected to deliver faster performance, improved gaming, better power efficiency and stronger on-device AI capabilities. Familiar design with camera improvements If leaks are accurate, Apple is unlikely to introduce a dramatic redesign this year. The flat-sided design and triple-camera layout are expected to remain, although the rear camera module could become slightly larger. Reports also suggest Apple may reduce the two-tone appearance on the back, giving the phone a cleaner look. The display sizes are expected to stay at 6.3 inches for the Pro and 6.9 inches for the Pro Max. Several leaks also point to a smaller Dynamic Island, with Apple reportedly moving more Face ID components beneath the display. Camera upgrades could include a variable-aperture main camera, a brighter telephoto lens, a new stacked image sensor and an upgraded 24-megapixel front camera. AI, connectivity and pricing The iPhone 18 Pro is expected to launch with iOS 27 and the next generation of Apple Intelligence features, including a more capable Siri powered by on-device AI. Apple is also tipped to introduce its C2 modem, offering improved power efficiency and faster wireless performance. Expanded satellite communication features are also expected. Pricing could become one of the biggest talking points. Analysts believe higher manufacturing costs, including the move to 2nm chips, more expensive memory and upgraded camera hardware, could push prices higher. Some reports suggest certain models may cost up to $200 more than their predecessors, although Apple has not confirmed any pricing. As always, these details remain based on leaks and supply chain reports. Apple is expected to reveal the official specifications during its September keynote.

Apple is expected to unveil the iPhone 18 Pro lineup in September with a new A20 Pro chip, larger batteries, improved cameras, refined design and upgraded AI features. Reports also suggest higher prices as Apple prepares one of its biggest flagship launches in years.

iPhone 18 Pro launching in about 2 months: Expected India price, launch date, A20 Pro chip, battery and more

One of the biggest reasons people continue using an iPhone for four, five or even six years is its long-lasting performance. While many smartphones become slower over time, older iPhones often remain fast enough for everyday tasks. This isn't down to a single feature. Instead, Apple combines powerful chips, software optimisation and long-term updates to keep its devices running smoothly.<h2>Apple designs both the chip and the software</h2>Unlike most smartphone brands, Apple designs its own A-series processors while also developing iOS. Because the hardware and software are built together, iOS is carefully optimised for the processor, memory and battery inside each iPhone. This allows apps to open quickly, animations to stay smooth and multitasking to remain responsive even after years of use. Instead of adding extra software layers, Apple keeps iOS closely integrated with its hardware.<h2>Long software support helps performance</h2>Apple is known for providing software updates for many years after a device launches. These updates do more than add new features. They also include performance improvements, bug fixes and security patches that help older iPhones remain stable and reliable. Many Android manufacturers have improved their software support in recent years, but Apple's update policy remains one of the longest in the smartphone industry.Fast storage and memory management matter tooPerformance is not only about the processor.Apple uses high-speed storage, efficient memory management and background app controls to reduce slowdowns over time. Apps that are not being used are managed efficiently, helping the phone stay responsive without consuming unnecessary resources. Developers also optimise many popular apps for iOS first because Apple supports a smaller number of devices than the Android ecosystem.<h2>Battery health also affects speed</h2>Battery ageing can influence smartphone performance. When an iPhone's battery becomes worn, iOS may temporarily reduce peak performance to prevent unexpected shutdowns. Apple introduced Battery Health tools so users can monitor battery condition and replace the battery if needed. A new battery can often make an older iPhone feel significantly faster.<h2>Why iPhones often age better</h2>Apple's strategy focuses on long-term optimisation rather than simply adding bigger specifications each year. Powerful custom chips, years of software updates, efficient memory management and close integration between hardware and software all help iPhones remain fast well beyond their launch date. That is why many users continue using the same iPhone for several years without feeling the need to upgrade every year.&nbsp;

iPhones often remain fast for years because Apple designs both the hardware and software together. Powerful chips, long software support, efficient memory management and battery optimisation help older iPhones continue delivering smooth everyday performance.

One of the biggest reasons people continue using an iPhone for four, five or even six years is its long-lasting performance. While many smartphones become slower over time, older iPhones often remain fast enough for everyday tasks. This isn't down to a single feature. Instead, Apple combines powerful chips, software optimisation and long-term updates to keep its devices running smoothly. Apple designs both the chip and the software Unlike most smartphone brands, Apple designs its own A-series processors while also developing iOS. Because the hardware and software are built together, iOS is carefully optimised for the processor, memory and battery inside each iPhone. This allows apps to open quickly, animations to stay smooth and multitasking to remain responsive even after years of use. Instead of adding extra software layers, Apple keeps iOS closely integrated with its hardware. Long software support helps performance Apple is known for providing software updates for many years after a device launches. These updates do more than add new features. They also include performance improvements, bug fixes and security patches that help older iPhones remain stable and reliable. Many Android manufacturers have improved their software support in recent years, but Apple's update policy remains one of the longest in the smartphone industry. Fast storage and memory management matter too Performance is not only about the processor. Apple uses high-speed storage, efficient memory management and background app controls to reduce slowdowns over time. Apps that are not being used are managed efficiently, helping the phone stay responsive without consuming unnecessary resources. Developers also optimise many popular apps for iOS first because Apple supports a smaller number of devices than the Android ecosystem. Battery health also affects speed Battery ageing can influence smartphone performance. When an iPhone's battery becomes worn, iOS may temporarily reduce peak performance to prevent unexpected shutdowns. Apple introduced Battery Health tools so users can monitor battery condition and replace the battery if needed. A new battery can often make an older iPhone feel significantly faster. Why iPhones often age better Apple's strategy focuses on long-term optimisation rather than simply adding bigger specifications each year. Powerful custom chips, years of software updates, efficient memory management and close integration between hardware and software all help iPhones remain fast well beyond their launch date. That is why many users continue using the same iPhone for several years without feeling the need to upgrade every year.

iPhones often remain fast for years because Apple designs both the hardware and software together. Powerful chips, long software support, efficient memory management and battery optimisation help older iPhones continue delivering smooth everyday performance.

Apple's secret chip: The real reason iPhones stay smooth for years

When people look at smartphone market share, Android appears to be the clear winner. Google's operating system powers around 70 per cent of smartphones worldwide, while Apple's iPhone accounts for a much smaller share. Yet year after year, Apple earns far more profit than most Android phone makers combined. So how does the company achieve this despite selling fewer phones?The answer lies in Apple's premium strategy, ecosystem and growing services business.<h2>Apple focuses on premium phones</h2>Unlike Android, which includes hundreds of manufacturers selling phones across every price range, Apple mainly targets the premium segment. Many Android brands compete aggressively in the budget and mid-range markets, where profit margins are often very small. Apple, on the other hand, sells most iPhones at premium prices. That means it earns significantly more profit from every device it sells. Industry analysts at Counterpoint Research have repeatedly reported that Apple captures the majority of global smartphone operating profits despite shipping fewer devices than the Android ecosystem.<h2>The iPhone is only the beginning</h2>Apple also makes money long after someone buys an iPhone. Many users subscribe to services such as iCloud+, Apple Music, Apple TV+, Apple Arcade and AppleCare. The company also earns revenue through the App Store, where developers pay commissions on many digital purchases. This creates recurring income that continues for years after the original phone sale.The Apple ecosystem keeps users loyalAnother reason is customer retention.Many iPhone users also own an Apple Watch, AirPods, iPad or Mac. These devices work together through features like AirDrop, Handoff, iCloud synchronisation and Continuity. Because everything is connected, customers are more likely to remain within Apple's ecosystem when buying their next device. This loyalty reduces marketing costs and helps Apple maintain strong demand even without leading global shipment volumes.<h2>Profit matters more than market share</h2>Selling the most devices does not always mean earning the most money. Android's large market share comes from many companies competing across different price points, while Apple focuses on fewer models with higher average selling prices. Combined with services revenue, strong brand loyalty and efficient hardware-software integration, this strategy allows Apple to generate industry-leading profits even with fewer smartphone shipments. For Apple, success has never been about selling the most phones it has been about creating long-term value from every customer.

Android powers most smartphones worldwide, but Apple earns the largest share of industry profits. Premium pricing, strong customer loyalty, a connected ecosystem and fast-growing services help Apple make more money despite selling fewer phones.

When people look at smartphone market share, Android appears to be the clear winner. Google's operating system powers around 70 per cent of smartphones worldwide, while Apple's iPhone accounts for a much smaller share. Yet year after year, Apple earns far more profit than most Android phone makers combined. So how does the company achieve this despite selling fewer phones? The answer lies in Apple's premium strategy, ecosystem and growing services business. Apple focuses on premium phones Unlike Android, which includes hundreds of manufacturers selling phones across every price range, Apple mainly targets the premium segment. Many Android brands compete aggressively in the budget and mid-range markets, where profit margins are often very small. Apple, on the other hand, sells most iPhones at premium prices. That means it earns significantly more profit from every device it sells. Industry analysts at Counterpoint Research have repeatedly reported that Apple captures the majority of global smartphone operating profits despite shipping fewer devices than the Android ecosystem. The iPhone is only the beginning Apple also makes money long after someone buys an iPhone. Many users subscribe to services such as iCloud+, Apple Music, Apple TV+, Apple Arcade and AppleCare. The company also earns revenue through the App Store, where developers pay commissions on many digital purchases. This creates recurring income that continues for years after the original phone sale. The Apple ecosystem keeps users loyal Another reason is customer retention. Many iPhone users also own an Apple Watch, AirPods, iPad or Mac. These devices work together through features like AirDrop, Handoff, iCloud synchronisation and Continuity. Because everything is connected, customers are more likely to remain within Apple's ecosystem when buying their next device. This loyalty reduces marketing costs and helps Apple maintain strong demand even without leading global shipment volumes. Profit matters more than market share Selling the most devices does not always mean earning the most money. Android's large market share comes from many companies competing across different price points, while Apple focuses on fewer models with higher average selling prices. Combined with services revenue, strong brand loyalty and efficient hardware-software integration, this strategy allows Apple to generate industry-leading profits even with fewer smartphone shipments. For Apple, success has never been about selling the most phones it has been about creating long-term value from every customer.

Android powers most smartphones worldwide, but Apple earns the largest share of industry profits. Premium pricing, strong customer loyalty, a connected ecosystem and fast-growing services help Apple make more money despite selling fewer phones.

Apple vs Android: Why does Apple sell fewer phones than Android but make more money?

Apple could be preparing one of its busiest product launches in recent years. According to a Bloomberg report, the company is working on a redesigned entry-level 14-inch MacBook Pro, a refreshed iPad Pro lineup and its next-generation M7 chip, with several products expected to arrive during the first half of 2027.While Apple has not confirmed these devices, the report suggests the company is accelerating its Apple Silicon roadmap as artificial intelligence becomes a bigger focus across its hardware ecosystem.<h2>A redesigned MacBook Pro could be the biggest change</h2>The most noticeable update may come to Apple's entry-level MacBook Pro. Bloomberg reports that Apple is developing a redesigned 14-inch model, internally codenamed K104, which could become the first major design refresh for the lower-end MacBook Pro in several years. The laptop is expected to adopt design elements from Apple's future premium MacBook Pro models, which are also rumoured to include touch-screen displays. Reports have also suggested Apple is exploring a pill-shaped camera cut-out similar to the Dynamic Island found on recent iPhones, although it remains unclear whether the entry-level model will include this feature. Before that redesign arrives, Bloomberg says Apple is expected to launch another MacBook Pro later this year featuring the existing design and a base M6 processor.<h2>iPad Pro may focus on performance instead of a new look</h2>Apple is also said to be testing four new iPad Pro models in the familiar 11-inch and 13-inch sizes. Rather than introducing a new design, the tablets are expected to receive internal upgrades aimed at improving speed and efficiency. Previous reports have suggested Apple is testing vapour chamber cooling technology to help maintain performance during demanding workloads such as video editing, gaming and AI applications.Bloomberg did not specify whether the devices will use M6 or M7 processors.<h2>Apple's M7 chip could power the next AI era</h2>Another key part of Apple's reported roadmap is the arrival of its M7 processor. The next-generation Apple Silicon chip is expected to deliver faster performance while improving on-device artificial intelligence capabilities. As AI features become more demanding across macOS and iPadOS, Apple appears to be optimising its chips to process more tasks locally rather than relying on cloud computing.<h2>Why 2027 could be a major year for Apple</h2>If Apple's current roadmap remains unchanged, the first half of 2027 could see launches across several product categories, including new Macs, iPads and potentially other devices such as the second-generation iPhone Air and an entry-level iPhone 18. Although these products remain unannounced, the reported plans suggest Apple is preparing a broad refresh that combines redesigned hardware with more powerful Apple Silicon, reflecting the company's growing focus on AI, performance and long-term ecosystem improvements.

Apple is reportedly preparing a redesigned 14-inch MacBook Pro, refreshed iPad Pro models and its next-generation M7 chip for the first half of 2027. If the plans remain on track, it could mark one of the company's biggest hardware refreshes in years.

Apple could be preparing one of its busiest product launches in recent years. According to a Bloomberg report, the company is working on a redesigned entry-level 14-inch MacBook Pro, a refreshed iPad Pro lineup and its next-generation M7 chip, with several products expected to arrive during the first half of 2027. While Apple has not confirmed these devices, the report suggests the company is accelerating its Apple Silicon roadmap as artificial intelligence becomes a bigger focus across its hardware ecosystem. A redesigned MacBook Pro could be the biggest change The most noticeable update may come to Apple's entry-level MacBook Pro. Bloomberg reports that Apple is developing a redesigned 14-inch model, internally codenamed K104, which could become the first major design refresh for the lower-end MacBook Pro in several years. The laptop is expected to adopt design elements from Apple's future premium MacBook Pro models, which are also rumoured to include touch-screen displays. Reports have also suggested Apple is exploring a pill-shaped camera cut-out similar to the Dynamic Island found on recent iPhones, although it remains unclear whether the entry-level model will include this feature. Before that redesign arrives, Bloomberg says Apple is expected to launch another MacBook Pro later this year featuring the existing design and a base M6 processor. iPad Pro may focus on performance instead of a new look Apple is also said to be testing four new iPad Pro models in the familiar 11-inch and 13-inch sizes. Rather than introducing a new design, the tablets are expected to receive internal upgrades aimed at improving speed and efficiency. Previous reports have suggested Apple is testing vapour chamber cooling technology to help maintain performance during demanding workloads such as video editing, gaming and AI applications. Bloomberg did not specify whether the devices will use M6 or M7 processors. Apple's M7 chip could power the next AI era Another key part of Apple's reported roadmap is the arrival of its M7 processor. The next-generation Apple Silicon chip is expected to deliver faster performance while improving on-device artificial intelligence capabilities. As AI features become more demanding across macOS and iPadOS, Apple appears to be optimising its chips to process more tasks locally rather than relying on cloud computing. Why 2027 could be a major year for Apple If Apple's current roadmap remains unchanged, the first half of 2027 could see launches across several product categories, including new Macs, iPads and potentially other devices such as the second-generation iPhone Air and an entry-level iPhone 18. Although these products remain unannounced, the reported plans suggest Apple is preparing a broad refresh that combines redesigned hardware with more powerful Apple Silicon, reflecting the company's growing focus on AI, performance and long-term ecosystem improvements.

Apple is reportedly preparing a redesigned 14-inch MacBook Pro, refreshed iPad Pro models and its next-generation M7 chip for the first half of 2027. If the plans remain on track, it could mark one of the company's biggest hardware refreshes in years.

Apple could have its busiest year yet in 2027. Here's what may be coming

If recent reports are accurate, the iPhone 18 Pro may look very similar to its predecessor. While some users expect a completely new design every year, Apple's history suggests that familiar hardware is often part of a much bigger strategy.Instead of redesigning the iPhone annually, Apple usually spreads major changes over several product generations. The company often chooses to improve what's inside the device before making noticeable changes to its appearance.<h2>Apple has always favoured gradual improvements</h2>Apple's product philosophy has long focused on refinement rather than frequent redesigns. Many iPhone generations have kept a similar appearance while introducing faster processors, better cameras, longer battery life and new software features. This approach allows Apple to improve reliability while giving developers and accessory makers a consistent platform. It also helps users upgrade without having to relearn how their devices work. Rather than chasing dramatic visual changes, Apple often prioritises the overall experience. Manufacturing becomes simpler and more efficient Keeping a familiar design can also benefit manufacturing.When Apple reuses parts of an existing design, suppliers can continue using established production lines instead of building entirely new manufacturing systems. This reduces production risks, improves assembly efficiency and helps Apple manufacture millions of devices at a faster pace. A mature design also tends to have fewer production issues, which is important when launching new iPhones in large volumes worldwide.Internal upgrades often matter more than the designReports suggest the iPhone 18 Pro could receive meaningful upgrades inside the device, even if its appearance changes only slightly. Expected improvements include the new A20 processor, faster on-device AI through Apple Intelligence, camera enhancements, improved power efficiency and better thermal management. These upgrades affect how the phone performs every day, even if they are less visible than a redesigned exterior. For many users, faster performance, longer battery life and smarter AI features may have a greater impact than a different camera layout or new frame design.<h2>Apple balances innovation with long-term value</h2>Apple also designs products with long software support in mind. By evolving hardware gradually, the company can optimise iOS, improve reliability and maintain compatibility across several generations of iPhones. This strategy also supports Apple's wider ecosystem, where accessories such as cases, chargers and MagSafe products often remain compatible across multiple devices. If the current reports prove accurate, the iPhone 18 Pro may not be remembered for a bold new design. Instead, it could show how Apple continues to focus on steady improvements in performance, efficiency and intelligence while keeping the overall experience familiar for millions of users.&nbsp;

The iPhone 18 Pro may keep a familiar design, but that could reflect Apple's long-standing strategy. Instead of major visual changes every year, the company often prioritises performance, AI, cameras, battery life and manufacturing efficiency.


If recent reports are accurate, the iPhone 18 Pro may look very similar to its predecessor. While some users expect a completely new design every year, Apple's history suggests that familiar hardware is often part of a much bigger strategy. Instead of redesigning the iPhone annually, Apple usually spreads major changes over several product generations. The company often chooses to improve what's inside the device before making noticeable changes to its appearance. Apple has always favoured gradual improvements Apple's product philosophy has long focused on refinement rather than frequent redesigns. Many iPhone generations have kept a similar appearance while introducing faster processors, better cameras, longer battery life and new software features. This approach allows Apple to improve reliability while giving developers and accessory makers a consistent platform. It also helps users upgrade without having to relearn how their devices work. Rather than chasing dramatic visual changes, Apple often prioritises the overall experience. Manufacturing becomes simpler and more efficient Keeping a familiar design can also benefit manufacturing. When Apple reuses parts of an existing design, suppliers can continue using established production lines instead of building entirely new manufacturing systems. This reduces production risks, improves assembly efficiency and helps Apple manufacture millions of devices at a faster pace. A mature design also tends to have fewer production issues, which is important when launching new iPhones in large volumes worldwide. Internal upgrades often matter more than the design Reports suggest the iPhone 18 Pro could receive meaningful upgrades inside the device, even if its appearance changes only slightly. Expected improvements include the new A20 processor, faster on-device AI through Apple Intelligence, camera enhancements, improved power efficiency and better thermal management. These upgrades affect how the phone performs every day, even if they are less visible than a redesigned exterior. For many users, faster performance, longer battery life and smarter AI features may have a greater impact than a different camera layout or new frame design. Apple balances innovation with long-term value Apple also designs products with long software support in mind. By evolving hardware gradually, the company can optimise iOS, improve reliability and maintain compatibility across several generations of iPhones. This strategy also supports Apple's wider ecosystem, where accessories such as cases, chargers and MagSafe products often remain compatible across multiple devices. If the current reports prove accurate, the iPhone 18 Pro may not be remembered for a bold new design. Instead, it could show how Apple continues to focus on steady improvements in performance, efficiency and intelligence while keeping the overall experience familiar for millions of users.

The iPhone 18 Pro may keep a familiar design, but that could reflect Apple's long-standing strategy. Instead of major visual changes every year, the company often prioritises performance, AI, cameras, battery life and manufacturing efficiency.

Why does every iPhone look similar?

Apple has not officially announced the price of the iPhone 18 Pro or iPhone 18 Pro Max. However, several analysts now believe the company could increase prices when the new phones arrive later this year. The reason is not just one expensive component. Instead, several cost pressures are coming together at the same time.&nbsp; Memory chips have become much more expensive. One of the biggest reasons is the sharp rise in memory prices. The AI boom has created huge demand for DRAM and NAND flash memory, as cloud companies buy massive amounts of memory for AI servers. That has pushed prices higher for consumer electronics as well. Industry analysts estimate Apple could pay significantly more for the same amount of memory than it did last year, increasing the cost of every iPhone it builds.<h2>AI hardware is becoming more powerful</h2>Modern smartphones are no longer designed only for apps and cameras. They are increasingly built to run AI features directly on the device. The iPhone 18 Pro is widely expected to feature a faster A20 chip, a more capable Neural Engine and additional hardware to support Apple Intelligence. These upgrades improve AI performance but also make the phone more expensive to manufacture.Manufacturing costs continue to rise Even if Apple keeps a familiar design, manufacturing costs continue to increase. Higher labour costs, stricter quality standards, advanced production techniques and more complex camera systems all add to the overall cost of building each device. Apple has also continued expanding manufacturing outside China, investing heavily in countries such as India while maintaining high production standards. Tariffs and global trade can affect pricing Trade policies also remain an important factor. Tariffs on imported components or finished products can increase Apple's overall costs depending on where devices are manufactured and sold. Although Apple works to diversify its supply chain, changing trade rules can still influence pricing decisions across global markets.<h2>Apple may absorb some costs but not all&nbsp;</h2> Apple has historically avoided frequent iPhone price increases by improving supply-chain efficiency and negotiating with suppliers. However, recent price increases for MacBooks and iPads show the company is becoming less willing to absorb rising component costs on its own. That does not guarantee the iPhone 18 Pro will become more expensive, as Apple has yet to announce official pricing. But if memory costs remain high and AI hardware becomes more advanced, analysts believe higher prices are becoming increasingly likely.

The iPhone 18 Pro could launch with a higher price as Apple faces rising memory costs, AI hardware upgrades, manufacturing expenses and global trade pressures. Apple has not confirmed pricing, but analysts say several factors are pushing costs higher.

Apple has not officially announced the price of the iPhone 18 Pro or iPhone 18 Pro Max. However, several analysts now believe the company could increase prices when the new phones arrive later this year. The reason is not just one expensive component. Instead, several cost pressures are coming together at the same time. Memory chips have become much more expensive. One of the biggest reasons is the sharp rise in memory prices. The AI boom has created huge demand for DRAM and NAND flash memory, as cloud companies buy massive amounts of memory for AI servers. That has pushed prices higher for consumer electronics as well. Industry analysts estimate Apple could pay significantly more for the same amount of memory than it did last year, increasing the cost of every iPhone it builds. AI hardware is becoming more powerful Modern smartphones are no longer designed only for apps and cameras. They are increasingly built to run AI features directly on the device. The iPhone 18 Pro is widely expected to feature a faster A20 chip, a more capable Neural Engine and additional hardware to support Apple Intelligence. These upgrades improve AI performance but also make the phone more expensive to manufacture. Manufacturing costs continue to rise Even if Apple keeps a familiar design, manufacturing costs continue to increase. Higher labour costs, stricter quality standards, advanced production techniques and more complex camera systems all add to the overall cost of building each device. Apple has also continued expanding manufacturing outside China, investing heavily in countries such as India while maintaining high production standards. Tariffs and global trade can affect pricing Trade policies also remain an important factor. Tariffs on imported components or finished products can increase Apple's overall costs depending on where devices are manufactured and sold. Although Apple works to diversify its supply chain, changing trade rules can still influence pricing decisions across global markets. Apple may absorb some costs but not all Apple has historically avoided frequent iPhone price increases by improving supply-chain efficiency and negotiating with suppliers. However, recent price increases for MacBooks and iPads show the company is becoming less willing to absorb rising component costs on its own. That does not guarantee the iPhone 18 Pro will become more expensive, as Apple has yet to announce official pricing. But if memory costs remain high and AI hardware becomes more advanced, analysts believe higher prices are becoming increasingly likely.

The iPhone 18 Pro could launch with a higher price as Apple faces rising memory costs, AI hardware upgrades, manufacturing expenses and global trade pressures. Apple has not confirmed pricing, but analysts say several factors are pushing costs higher.

iPhone 18 Pro price rise? Here's what's pushing Apple's costs higher

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