Apple Inc. Product Launch

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. 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. AI can become even more useful when it brings together your life with the apps, services, and products you use every day. 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 is the intersection of broad new capability and a deep understanding of your personal context that makes this idea so powerful. If you were designing the ideal version of this hub from scratch, how would you do it? 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 would 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 would need a large, beautiful display to show rich content. You would 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 would give it all-day battery life. You would want it to be super easy to use without a big learning curve. Finally, you would 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 is 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. 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 is 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 is yours. It is personal intelligence that is 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 context on the device you have with you all the time. Today, we are going to take these experiences even further with the next generation of iPhone, and here it is.

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 is now even more refined, a fresh new color we call glacier, and we are excited to introduce burgundy, a sophisticated and unique new color. iPhone 18 Pro introduces helpful AI that is centered around you and your needs. Here is Lillian to tell you more.

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 have 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 us 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. 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 finds your personal context across apps like Mail and Messages.

You can let Siri see what you see and combine it with up-to-date broad world knowledge to answer your questions. Add the rest of the ingredients I will need to my grocery list. 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. 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 is easy for developers to adopt new capabilities too. You can ask Siri AI to draft an email in Outlook, search for a homework assignment in Notability, or add a restaurant recommendation to Tripcey.

You can have rich conversations with Siri using voice or typing across your iPhone and in the all-new Siri app that is 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. 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 is 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.