Launch of Apple's Annual 2026 Conference.. Unveiling the First Foldable iPhone - Sarmad
Apple recently announced the iPhone 18 Pro and iPhone 18 Pro Max at its annual “Surprise and Shine” event, introducing two new colors: Glacier and Burgundy.
This event marks the first appearance of new CEO John Ternus at a product launch conference, with investors and the public awaiting to see whether he will continue Tim Cook’s approach or leave his own mark.
The focus is not limited to hardware; Apple is also expected to unveil Siri AI and Apple Intelligence in the coming days, reflecting the company’s strong entry into the artificial intelligence race, according to CNBC.
The new phone closely resembles the iPhone 17 Pro released by the company last year, but comes in two new colors: Glacier and Burgundy. The device is also available in a larger version called the Max.
CEO Ternus stated, “We have made tremendous advances in the most important areas: intelligence, performance, battery life, and the camera.”
The New CEO
John Ternus opened his first conference as Apple’s CEO with a speech focused on his vision for artificial intelligence and what devices should look like in this era. His style reminded many of Steve Jobs’ approach when launching the first iPhone, beginning by describing the ideal device before revealing that it was the iPhone itself.
Ternus said, “If you were designing the perfect version of this device from scratch, how would you do it? First, you’d want something that is always with you, deeply personal, and capable of bringing intelligence to the moments that matter most.”
He added, “Today, we are taking these experiences further with the new generation of iPhone.”
With this speech, Ternus aimed to leave his own mark and emphasize that Apple is entering a new phase, where artificial intelligence becomes a central part of its product identity.
Tim Cook Attends
Former Apple CEO Tim Cook attended the company’s headquarters at Apple Park to witness John Ternus’s first appearance at an iPhone launch conference. Cook, who currently serves as Executive Chairman, appeared in gray attire with an open-collar shirt and no tie.
Several senior Apple executives were also present, including:
– Greg Joswiak, Senior Vice President of Worldwide Marketing
– Craig Federighi, Senior Vice President of Software Engineering
– Eddy Cue, Senior Vice President of Services
– Sabih Khan, Chief Operating Officer
– Dan Riccio, Former Senior Vice President of Hardware Engineering
The presence of these prominent figures underscores the significance of the event, not only as a new product launch but also as a transitional phase in Apple’s leadership following Cook’s departure and Ternus’s assumption of the CEO role.
New iPhone Design: New Shutter Enables Better Depth-of-Field Control
Among the key developments in Apple’s newly announced iPhone cameras is the introduction of a controllable mechanical shutter, allowing users to better adjust depth of field, focus, and background blur.
Apple’s Vice President, Kayvon Beykpour, stated during the company’s annual event, “To enable aperture adjustment, we developed a system consisting of six laser-cut micro-blades, each thinner than a human hair.”
