Apple Event — September 9

Apple Events

Apple unveils its latest flagship devices at Apple Park, introducing the iPhone Duo, iPhone 18 Pro, and iPhone 18 Pro Max, alongside new App

Key takeaways

• iPhone 18 Pro features the fastest chip ever made for an iPhone, with a second neural engine and enhanced on-device AI capabilities.
• Apple Intelligence is now deeply integrated into iOS, enabling Siri to access personal context across apps, perform complex tasks in third-party apps, and offer expressive voice customization.

Main topics

• iPhone 18 Pro and iPhone 18 Pro Max launch
• Introduction of iPhone Duo with dual-display design

Notable quotes

"You want a great opening scene? Here's one. Open on a man's face. Half-lit by flame. And he drops the lighter. Fire does the rest."

"There's no product in the world better designed to be your intelligent personal hub than iPhone."

Conclusion

Apple reaffirms its commitment to innovation, privacy, and seamless ecosystem integration with the

Transcript preview

Speaker 4 (0:10) You want a great opening scene? Here's one. Open on a man's face. Half-lit by flame. And he drops the lighter. Fire does the rest. He walks away. And he never looks back. Speaker 6 (0:37) You gotta open like this. Camera goes down a hallway towards a kid. Just a normal Speaker 2 (0:45) kid. Except... Speaker 2 (0:52) Here's a better one. Open on a woman Speaker 3 (0:55) in a bathroom. Slow push into her reflection as she peels away her Speaker 6 (1:07) disguise. Speaker 4 (1:20) Come on it needs more action open deep in the forest horses thunder Two armies about to collide and they approach this You Speaker 8 (1:37) call that an opening? This is the opening. Speaker 2 (1:42) The Speaker 8 (1:42) getaway driver floors it. Speaker 2 (1:45) Cops Speaker 4 (1:49) in Speaker 1 (1:49) pursuit. Speaker 3 (2:06) Forget all that. Keep it classic. Open on an aerial shot high above the California coast. A car drives down the highway, then it disappears into a tunnel. Cut to an interior. Camera follows a mysterious figure before revealing our main character. No, no, no, no, no. Not me. That's your guy. That's your opener. Speaker 3 (2:37) Hello and welcome to Apple Park. I am so thrilled to be here today. Before we get going, I want to take a moment to express what an extraordinary privilege it is to represent the remarkable teams here at Apple. I have spent much of my life at this company, and I continue to be inspired every single day by the curiosity, invention, and relentless pursuit of excellence that define Apple. Our teams bring an incredible level of collaboration and care to everything they do, all in service of a mission that has guided us from the very beginning to make the best products in the world. Every day, people around the world rely on our products to create, learn, live healthier lives, and stay connected to the people and things that matter most. And the values at the heart of Apple continue to guide everything we do. As we look ahead, we see a future filled with enormous discovery and transformation. AI makes entirely new kinds of experiences possible. And AI can become even more useful when it brings together your life with the apps, services, and products you use every day. And this means the product at the center of your experiences becomes even more essential. What I like to think of as an intelligent personal hub. It's the intersection of broad new capability and a deep understanding of your personal context that makes this idea so powerful. Now, if you were designing the ideal version of this hub from scratch, how would you do it? Well, first, you would want something that is always with you, deeply personal, and able to bring intelligence to the moments when it matters most. You'd require a powerful processor that can run incredibly capable on-device models to quickly answer questions in the moment, and pervasive networking to access knowledge and even more capable models in the cloud. You'd need a large, beautiful display to show rich content. You'd add high-quality cameras and microphones so it could see and hear and reason over the sights, sounds, and the world around you. Of course, you'd give it all-day battery life. You'd want it to be super easy to use without a big learning curve. And finally, you'd want it to work seamlessly with your other devices, apps, and services so it feels like one integrated experience. In other words... you would arrive at something remarkably familiar. Because there's no product in the world better designed to be your intelligent personal hub than iPhone. As your personal hub, your iPhone can do so much more for you because it understands your context. This includes your calendar, your relationships, your routines, the most private details of your daily life. Now, others see that data as something to collect and store. They move it to their servers and ask you to trust them. But honestly, trust only goes so far when your data is no longer yours to control. That's why Apple Intelligence runs on-device whenever it can. When greater capability is needed, Private Cloud Compute extends that same level of privacy protection, ensuring that nobody, not even Apple, can access what's yours. It's personal intelligence that's actually personal. iPhone sits at the center of an amazing ecosystem of intelligent features and experiences that work seamlessly across the products you use every day. From Siri becoming more capable and more personal across your Apple products, to meaningful health insights with Apple Watch, to powerful new AirPods features like live translation, and so much more. Simply put, iPhone brings powerful AI capabilities together with your personal contacts on the device you have with you all the time. So today, we're going to take these experiences even further with the next generation of iPhone. And here it is. Speaker 7 (6:49) Once you've been to the moon, where do you go next? Speaker 7 (6:55) Back to work. You start with the chip. You engineer a new CPU core. You engineer a new GPU core. You add a second neural engine. Until you've built the fastest chip ever put in an iPhone. Next, you give it the longest battery life in iPhone history. And the most advanced pro camera system ever. To improve low-light photography. Amplify creative control. Shoot like a pro. This is what happens when you go to the moon and ask, what's next? Speaker 3 (7:39) Introducing iPhone 18 Pro and iPhone 18 Pro Max. We made massive advancements in the most important areas. Intelligence, performance, battery, and camera. iPhone 18 Pro's gorgeous design now includes color-matched aluminum and back glass for a more cohesive look. It comes in an incredibly deep black. A silver that's now even more refined. A fresh new color we call Glacier. And we're excited to introduce Burgundy, a sophisticated and unique new color. iPhone 18 Pro introduces helpful AI that's centered around you and your needs. Here's Lillian to tell you more. Speaker 5 (8:30) iPhone 18 Pro is built to take full advantage of all the capabilities of Apple Intelligence and deliver experiences that are more powerful and delightful. You get access to our latest Apple Foundation models, including the most advanced on-device model we've ever created. Plus, you can draw on even more powerful AI models on private cloud compute. These Apple Intelligence models and capabilities unlock Siri AI, an entirely new version of Siri. Let's take a closer look at how Apple Intelligence makes Siri more personal and capable for you, how it boosts your productivity, and how it lets you express yourself visually. Speaker 5 (9:08) Siri is already one of the most widely used assistants in the world. In fact, our users make over 2.5 billion requests every single day. And our new version of Siri goes further than ever before. Siri, what did Mom mention she wanted to make together during her visit? Siri finds your personal context across apps, like mail and messages. Speaker 2 (9:31) Mom sent you an email with recipes for Grandma's Peach Pie and Grandma's Lemon Meringue Pie. She mentioned in a message that she wants to make one of Grandma's pies together when she visits. Speaker 5 (9:42) You can let Siri see what you see and combine it with up-to-date broad-world knowledge to answer your questions. Speaker 5 (9:52) Add the rest of the ingredients I'll need to my grocery list. And Siri can take action in the apps you already use, including third-party apps like Stuff. Siri AI can find what you need and get more done than ever. And it already works seamlessly with over 300,000 apps. You can continue to take action in apps you already use with Siri, like texting a friend in WhatsApp or playing a book on Audible. And it's easy for developers to adopt new capabilities too. So you can ask Siri AI to draft an email in Outlook, search for a homework assignment in Notability, or add a restaurant recommendation to TripSee. You can have rich conversations with Siri using voice or typing across your iPhone and in the all-new Siri app that's right on your home screen. The Siri app is great for revisiting a past conversation or kicking off a new one. And it uses iCloud to sync conversations privately across your Apple products. As you just saw, Siri is also built right into the camera app on your iPhone. So you can ask questions and take actions. like adding multiple events to your calendar all in one go. Speaker 5 (11:02) Not only that, you can write and edit with Siri virtually anywhere you type, like generating an email to your kid's soccer coach while on the go. Plus, Siri AI sounds incredible. That's because iPhone 18 Pro takes advantage of our most advanced on-device model ever, which powers expressive voices. You can pick from multiple options, then customize the pace and expressivity. Speaker 1 (11:26) Hi. Hi. Hi. Let's Speaker 6 (11:29) find the right voice for you. Let's find the right voice for you. I'll practice some things I like to say while you listen. Speaker 3 (11:34) Hi, let's find the right voice for you. Speaker 5 (11:37) This on-device model also enables more accurate system-wide dictation, making it easy for you to get punctuation, spelling, and capitalization just right. Beyond Siri AI, Apple Intelligence also boosts your productivity. In Safari, it powers Notify Me to monitor a webpage and automatically let you know about a change. In shortcuts, you can make personalized automations just by describing them, like updating your calendar and reminders each time you receive an email from school. And in the phone app, Apple Intelligence can automatically surface relevant information when you call a business, like a flight confirmation code right when you need it. Apple Intelligence also lets you express yourself visually in all new ways. You can use the reimagined image playground to generate high-quality images in almost any style. And in the Photos app, Apple Intelligence powers a host of incredible photo editing tools that make the new Pro Camera system even more versatile. Like the upgraded Cleanup tool with higher quality infill for complex scenes, Extend, which expands your images to give subjects more breathing room, and the powerful Spatial Reframing tool, which lets you change the camera's perspective after the photo was taken. So you can adjust the composition to make a big difference in the framing. We couldn't be happier for how iPhone 18 Pro delivers deeply personal intelligence with the power to transform so many things that you do every day. Apple Intelligence will be available in 16 supported languages with our OS releases this month. Siri AI is rolling out in beta in English with support for French, Japanese, Korean, Portuguese, and Spanish coming in October. Some features will have usage limits because they rely on powerful server models. Increased access will be available with most iCloud Plus plans. Now, over to Sri to tell you about the powerful Apple Silicon at the core of iPhone 18 Pro. Speaker 4 (13:50) The new on-device capabilities of Apple Intelligence and Siri AI demand even more compute. To power these, we had to push performance to a whole new level and advance the way we build chips for iPhone. The result is A20 Pro, an exceptional chip that sets a new bar for mobile computing. It starts with a brand new architecture that's built on the latest 2 nanometer technology. These smaller, more densely packed transistors enable upgrades across the entire chip. A20 Pro has our latest 6-core CPU, featuring two of our new Super Cores that are up to 20 % faster, and four efficiency cores, all integrated with neural accelerators that power low-latency, on-device AI workloads. Our newest Super Cores are desktop class and by far the fastest in any smartphone. A20 Pro has a significantly advanced GPU with faster graphics rendering, and improved AI performance for image generation. The new GPU has a seven core design enabling up to a 40 % increase in performance. This is a huge gain in just one generation. We increased internal bandwidth, added micro architectural improvements that specifically target high-end games, and introduced a new version of our neural accelerators with 2x faster 8-bit floating point math. These neural accelerators power advanced AI like running third-party LLMs on-device. A20 Pro has another massive upgrade. The Neural Engine is a dedicated, highly focused AI accelerator that we've been advancing year after year. We've added a second Neural Engine for a total of 32 cores. This provides 2x the compute power. A20 Pro is the ultimate chip for running advanced on-device models. The CPU, GPU, and Neural Engine improvements all leverage a 50 % increase in memory bandwidth. This is the widest memory interface we've ever shipped in an iPhone and an important enabler for all of the performance gains on A20 Pro. In order to unlock these capabilities, we had to redesign the physical package of the silicon. A20 Pro introduces custom packaging inspired by our M series chips with the silicon die now placed side by side with memory. This removes the memory from the thermal path of the SoC and lets us connect the silicon directly to the vapor chamber for dramatically improved thermal performance. This new chip packaging is just one piece of a brand new thermal design. And here's Rich to tell you more. Speaker 7 (16:40) Effective thermal management is critical because efficient heat dissipation is what enables the maximum performance from this incredible chip. It benefits just about everything you do on iPhone, from sustaining graphics for AAA games to ensuring high-throughput cellular connections and providing advanced computation to run our most powerful on-device models. iPhone 18 Pro has a next-generation vapor chamber that helps the system manage even more heat. It has three times the surface area as the one in iPhone 17 Pro. Deionized water is constantly cycled throughout the system for significantly improved thermals. The new vapor chamber uses 80 % recycled stainless steel and is paired with more thermally conductive graphite. There's also an industry-first nano-twin copper material that more effectively moves heat away from the display while providing strength. This innovative thermal management system delivers the highest sustained performance on iPhone ever with up to a 40 % gain compared to iPhone 17 Pro. It's up to two times better compared to iPhone 16 Pro and older. This goes beyond improvements. These are giant leaps in sustained performance. Now let's talk about battery life. Last year, iPhone 17 Pro offered a huge jump. This year, iPhone 18 Pro takes another massive leap enabled by A20 Pro silicon efficiencies, advanced system improvements, and new battery designs. Despite iPhone 18 Pro's smaller size, it delivers the same great all-day battery life as iPhone 17 Pro Max. iPhone 18 Pro Max has the largest increase in battery life ever on iPhone. When you look at video playback for eSIM-only models, iPhone 18 Pro offers 36 hours, while iPhone 18 Pro Max has a whopping 45 hours. We've also developed a new battery usage model by looking at real-world data from how people use their iPhones, from taking photos to using AI. iPhone 18 Pro provides up to 24 hours per charge, and iPhone 18 Pro Max has up to 30 hours of usage per charge. we're also making wired charging faster. iPhone 18 Pro supports 50 % charge in around 15 minutes. Just five minutes of faster wired charging provides around six hours of video playback. Great for topping off before a long flight. The new thermal management system and best battery life yet bring amazing experiences to iPhone. Here's Kyanne to tell you more. Speaker 1 (19:39) All that performance and efficiency means game developers can