Steve Jobs used the catchphrase to introduce the original iPhone in 2007. In his 15 years running the company, Tim Cook deployed it only a handful of times, including before his 2014 announcement of the Apple Watch.

The iPhone 18 Pro will start at $1,199 in the US, while the iPhone 18 Pro Max will set you back $1,299, both with 256GB of storage. They’ll be available for preorder this Saturday and will go on sale on Sept. 18.

As Apple launches its first folding phone, the iPhone Duo, Motorola is teasing its own upcoming passport-style foldable.

I got the iPhone 17 Pro Max last fall, and to be brutally honest, none of the iPhone 18 Pro Max rumors have convinced me it’s worth upgrading again this year. The new iPhone sounds better, of course, in all the predictable ways: a faster chip, better cameras, a smaller Dynamic Island, and potentially longer battery life.

India, Sept. 8 -- Apple iPhone 18 Ultra Foldable is set to be one of the biggest attractions at Apple's September 2026 event. After years of rumours, Apple is widely expected to unveil its first-ever foldable iPhone on September 9,

Reports indicate Apple aims to reduce the visible crease common in foldables, though the claim remains unconfirmed ahead of the launch event.