Apple's new chief unveils iPhone 18 lineup with AI-powered Siri at centre

Apple on Wednesday unveiled the iPhone 18 Pro and iPhone 18 Pro Max, marking the first major product launch under John Ternus, who assumed the role of Chief Executive on September 1, succeeding Tim Cook. Addressing the audience at the Steve Jobs Theater, Ternus highlighted the company's commitment to innovation, describing Apple's philosophy as a "relentless pursuit of excellence."

The new flagship models feature significant upgrades across battery life, camera technology, and overall performance capabilities. However, the centerpiece of Apple's strategy appears to be the enhanced artificial intelligence integration within Siri, the company's virtual assistant. Apple has positioned AI-driven privacy and security as fundamental differentiators, seeking to establish competitive advantage as rivals advance their own AI implementations.

The launch comes as competitors including Samsung, Motorola, and Google have already established presence in the foldable smartphone segment. Industry analysts note that Apple's measured approach to new technologies has historically involved waiting for market maturation before entry, allowing the company to refine product offerings based on lessons learned from early adopters and competitor iterations.

The timing of the announcement under new leadership underscores Apple's strategic pivot toward artificial intelligence as a growth driver in an increasingly saturated smartphone market. How the company's privacy-first approach to AI adoption resonates with Indian consumers, who represent one of Apple's largest growth markets, remains to be seen as the devices become available in the region.