# Apple event live updates: Ternus announces iPhone 18 Pro and Pro Max in new colors

> **Open Intelligence Dossier** · First detected: 2026-09-09 18:07 UTC · Category: Technology

## Executive Summary
Apple CEO John Ternus has unveiled the iPhone 18 Pro and Pro Max in new colors during the company's first event under his leadership.

## Intelligence Brief
Apple has officially debuted the iPhone 18 Pro and the iPhone 18 Pro Max. According to reports, the new Pro and Pro Max models are being introduced in new colors. This event marks a significant transition for the company's leadership, as it is the first official event held under the direction of Ternus since he stepped into the role of Chief Executive Officer. Coverage of the event has been extensive across multiple major news outlets. CNBC provided live updates specifically highlighting the announcement of the new colors for the iPhone 18 Pro and Pro Max.


NBC News emphasized that this was the first event overseen by CEO John Ternus, while TribLIVE.com reported on the unveiling of the broader iPhone lineup. Official confirmation of the new models was also provided directly by Apple, and Yahoo Finance tracked the proceedings through live updates throughout the presentation. To understand the context of this event, it is necessary to note the leadership shift at the top of the organization. The focus of the reporting from NBC News and TribLIVE.com centers on the fact that John Ternus is now the CEO, making this debut a litmus test for his tenure. Furthermore, anticipation leading up to the event was high, as Yahoo Finance noted that expectations included not only the iPhone 18 Pro but also the introduction of new Apple watches and the possibility of the first foldable iPhone.


Looking forward, the focus remains on the availability and specifics of the new hardware. While the iPhone 18 Pro and Pro Max have been confirmed with new color options, the coverage indicates that watchers are still looking for details regarding other expected products. Specifically, Yahoo Finance mentioned that watches and a foldable iPhone were expected. Future updates will likely clarify whether these additional devices were officially released or if they remain in the development pipeline following the primary Pro series announcements.

## Multi-Source Evidence Table
| Source Outlet | Headline | Verification URL |
|---|---|---|
| The Verge | The variable aperture isn’t the cool part of the iPhone 18 Pro’s camera | [Source Link](https://news.google.com/rss/articles/CBMihwFBVV95cUxQMWRGYlBGTE9fNWVXczI3RTFKRlh2MG5qNmlNQ3ZrSkljQnVFTDJXYUZYYzVna0NNR2trWnlRVlVDcEYycmFhRU5fQjBzSU5zb2lMVlp1am9uck9VYnpHYmhpVHY5Xy0xLVR1V3FHd2w1R2NVTHVod3NyV2lVNkZTalRCRm1CX2M?oc=5) |
| Reuters | India gets one of world's steepest iPhone price hikes | [Source Link](https://news.google.com/rss/articles/CBMirwFBVV95cUxObnhfQVE1WmxxZnVYMkpLX0F6RnhGM2Y1RVVMa0EzR1ZaMWNGLWdVT0pHTS1iaEpnUU9uQUxmYkdUM2UtVDVpQlZjV3k0cjdPQkdLaHJUWE9tV0FYVlhtVlFOQXV0YjRvcURvSWpKRXRXb19vd1BTWXZCdnREejdNdm1FbjZ4RHhraHJHNmpDTGcxNXotVTFFRlpoVmZVd2xySXdQam44QWdXWnNPOUhj?oc=5) |
| TribLIVE.com | New Apple CEO unveils latest iPhone lineup | [Source Link](https://news.google.com/rss/articles/CBMigAFBVV95cUxOZnl4TDJqc0lkc3JtV1QxS2lQV3p5Uko1cVo2N01TZkJWVVAyM2x5RmRyWHNnWTBMMVNKaXRWYlVkMWJPSnBhdFNKQ3FacjNxQXR6VU5TS19zSngzLU5QSHlFdE5ET3FqSzg1dlZibnR2VFhyZzAxa3p3aFFxUVR2YQ?oc=5) |
| NBC News | Apple announces new phones in first event under CEO John Ternus | [Source Link](https://news.google.com/rss/articles/CBMiowFBVV95cUxNbWw3ZjFHSHNwVVJ2T0lvd3h2d2lyem9JdXpDbTRtTUhPQ3BlVThOTlEzeWFxTVZ6S3A2eHJzOW41UmRiTDczNXk3VWh6enBYYk9MaFh4aXJzcDczeDFnZTJLTVM5bEhDOUpqMnUwWXdzYlVLVjNMLVBuYXp0dmd3X0VSclIwRDNpUERIdklUdFlLemk0Z2R5TVJfdFM4S2IwdGhF?oc=5) |
| Apple | Apple debuts iPhone 18 Pro and iPhone 18 Pro Max | [Source Link](https://news.google.com/rss/articles/CBMikgFBVV95cUxOcVNBYnFyaE4wRmxyUzM1RnVpMjUwUmVfc1MyQVJUaUVqX2dtc0ZMdzJQemlaWHVMRHY4RjBEbVhFdWtyUFhuV21pREtMZ3pnMkJnbG03UnlNQTdnMFliTmRlRzVMODRlNVFWVnpXRXpZYU5raXZIbjhMUGNBOFBCdk1hMEhyMmRyUzVfTXVDeFJ4UQ?oc=5) |
| Yahoo Finance | Apple event live updates: First foldable iPhone, iPhone 18 Pro, and watches expected | [Source Link](https://news.google.com/rss/articles/CBMi2gFBVV95cUxPVmphRHc5NjNFQlVIZ2VGa1kwM3FxMmtheXQtZzlmdmxkZThGbVRRcmpwSFFtbFpwMTA1SnpiYlFfaXQzcjhManVITVhOY3hYWlFqWnY0eTNPUmJnOWwtOS16N0xVdlFSZDhYY3lON2JvbDRZdmpvZUxFQmptcVFZZ1ZIZmMzbzFQSTU2Nlc2T0I2RHV2emhxWEZxSG9Gb1RlNFp1YjdtbWkxejNUbG5uaWNITWdQZF83cmxNT3RJaVdLQUltTEh5Z3VuQ1B1ZU1ydU5EeDIyTkxMUQ?oc=5) |
| CNBC | Apple event live updates: Ternus announces iPhone 18 Pro and Pro Max in new colors | [Source Link](https://news.google.com/rss/articles/CBMidkFVX3lxTFB4c2d2OGUydFZIODlzQnBwU2tDeE9LMmtGU1lHQno5bF9HeUhya0RrVlVQOHRqNXZjZEpvNU5XVEhRMEJwTjN6SVJZMUdUMXVQVHhBbGlfajFqcENQbnMwQmpYN3ZBS3FqN0t2cTdMMFIta3lZV3fSAXtBVV95cUxQRkRpMkhNRkMyMHFzZThLQlNlanhPZkdKclRfT2tFaFFJTEIwWFhPNjV0QWZLRE1LY20xTUc4a1lNX3V5cHB3c0ZzWmVYR3ktSmhGM1NtbC1iSG8zTldoRmVhZC1iWV9yU1kxdmJfNE12Yk9rSXRLaVk5OVU?oc=5) |

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*Canonical Source: https://pulse.byoviral.com/trend/2026-09-09/apple-event-live-updates-ternus-announces-iphone-18-pro-and-pro-max-in-new*