Apple debuts iPhone 16 Pro and iPhone 16 Pro Max

Rhea-AI Summary

Apple has unveiled the iPhone 16 Pro and iPhone 16 Pro Max, featuring Apple Intelligence, larger displays, and advanced camera capabilities. Key highlights include:

1. A18 Pro chip for enhanced performance and efficiency
2. Larger display sizes: 6.3" (Pro) and 6.9" (Pro Max)
3. New 48MP Fusion camera with 4K120 fps video in Dolby Vision
4. 5x Telephoto camera on both models
5. Improved battery life, with Pro Max offering the best ever on iPhone
6. Durable titanium design in four finishes
7. Camera Control for intuitive interaction with the camera system
8. Apple Intelligence for enhanced user experience and privacy

Pre-orders start September 13, with availability from September 20. Prices start at $999 for Pro and $1,199 for Pro Max.

Positive

• Introduction of Apple Intelligence for enhanced user experience and privacy
• Larger display sizes: 6.3" for iPhone 16 Pro and 6.9" for iPhone 16 Pro Max
• New 48MP Fusion camera with 4K120 fps video recording in Dolby Vision
• 5x Telephoto camera now available on both Pro models
• Significant improvement in battery life, with iPhone 16 Pro Max offering the best battery life on iPhone ever
• A18 Pro chip for improved performance and efficiency
• New Camera Control feature for intuitive interaction with the camera system
• Durable titanium design with improved heat dissipation

Negative

• Higher starting prices: $999 for iPhone 16 Pro and $1,199 for iPhone 16 Pro Max

Insights

Tech Expert

Apple's iPhone 16 Pro lineup brings significant advancements in AI capabilities, camera technology and performance. The A18 Pro chip powers new "Apple Intelligence" features, offering on-device AI processing with privacy safeguards. This positions Apple competitively in the AI race against Google and Samsung.

The larger displays (6.3" and 6.9") and titanium design address user demands for bigger screens and durability. The Camera Control feature and 48MP Fusion camera with 4K120fps Dolby Vision recording are standout upgrades, potentially attracting content creators and professionals.

With a starting price of $999, Apple maintains its premium positioning. The focus on sustainability, with increased recycled materials, aligns with growing consumer eco-consciousness. Overall, these enhancements should help Apple maintain its market leadership and potentially drive upgrades among existing users.

Financial Analyst

The iPhone 16 Pro's features suggest potential for strong sales and margin preservation. The maintained starting price of $999 despite significant upgrades indicates Apple's confidence in demand and its pricing power. The larger displays and advanced cameras could drive higher average selling prices (ASPs) towards the $1,199 Pro Max model.

The focus on AI capabilities with "Apple Intelligence" positions the company to compete in a key growth area. This could lead to increased services revenue and ecosystem lock-in. The expanded storage options up to 1TB and new accessories like the $49 MagSafe Charger present additional revenue opportunities.

Investor focus will be on initial sales figures and any supply chain constraints. The September 20 availability allows for inclusion in Q4 financials, potentially boosting year-end results.

Market Research Analyst

The iPhone 16 Pro's features align with current market trends and consumer preferences. The emphasis on AI capabilities caters to the growing demand for smarter, more personalized devices. The larger displays address the shift towards bigger screens for content consumption and productivity.

The advanced camera system, particularly the 4K120fps Dolby Vision recording, targets the booming creator economy and social media influencers. This could expand Apple's appeal among younger demographics. The focus on sustainability, with over 25% recycled content, resonates with eco-conscious consumers and could influence purchasing decisions.

The maintained pricing strategy in a period of high inflation demonstrates Apple's brand strength. However, the high starting price of $999 may limit market penetration in price-sensitive regions, potentially impacting global market share growth.

Powered by the A18 Pro chip and built for Apple Intelligence, the Pro lineup introduces larger display sizes, Camera Control, innovative pro camera features, and a huge leap in battery life

CUPERTINO, Calif.--(BUSINESS WIRE)-- Apple® today introduced iPhone® 16 Pro and iPhone 16 Pro Max, featuring Apple Intelligence™, larger display sizes, new creative capabilities with innovative pro camera features, stunning graphics for immersive gaming, and more — all powered by the A18 Pro chip. With Apple Intelligence, powerful Apple-built generative models come to iPhone in the easy-to-use personal intelligence system that understands personal context to deliver intelligence that is helpful and relevant while protecting user privacy. Camera Control unlocks a fast, intuitive way to tap into visual intelligence and easily interact with the advanced camera system. Featuring a new 48MP Fusion camera with a faster quad-pixel sensor that enables 4K120 fps video recording in Dolby Vision, these new Pro models achieve the highest resolution and frame-rate combination ever available on iPhone. Additional advancements include a new 48MP Ultra Wide camera for higher-resolution photography, including macro; a 5x Telephoto camera on both Pro models; and studio-quality mics to record more true-to-life audio. The durable titanium design is strong yet lightweight, with larger display sizes, the thinnest borders on any Apple product, and a huge leap in battery life — with iPhone 16 Pro Max offering the best battery life on iPhone ever.

Powered by the A18 Pro chip and built for Apple Intelligence, iPhone 16 Pro and iPhone 16 Pro Max introduce larger display sizes, Camera Control, innovative camera and audio features, and a huge leap in battery life. (Photo: Business Wire)

iPhone 16 Pro and iPhone 16 Pro Max will be available in four stunning finishes: black titanium, natural titanium, white titanium, and desert titanium. Pre-orders begin Friday, September 13, with availability beginning Friday, September 20.

“Powered by the faster, more efficient A18 Pro chip and built for Apple Intelligence, iPhone 16 Pro and iPhone 16 Pro Max are the most advanced iPhone models we’ve ever made,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing. “Customers who are looking for the best possible iPhone will be able to take advantage of this huge step forward, whether they’re applying edits to a photo without lifting a finger, rewriting meeting notes for a more professional tone, or using the advanced camera system to capture their next masterpiece in 4K120 fps in Dolby Vision — all while enjoying extraordinary battery life.”

Built for Apple Intelligence

Apple Intelligence on the iPhone 16 lineup harnesses the power of Apple silicon and Apple-built generative models to understand and create language and images, take action across apps, and draw from personal context to simplify and accelerate everyday tasks. Apple Intelligence maintains the privacy and security of user data with Private Cloud Compute. This groundbreaking approach provides the ability to flex and scale computational capacity between on-device processing and larger, server-based models that run on dedicated Apple silicon servers — an extraordinary step forward for privacy in artificial intelligence. Apple Intelligence will be available as a free software update, with the first set of features rolling out next month in U.S. English for most regions around the world.

With systemwide Writing Tools, users can adjust notes or emails to be more friendly, more concise, or add a more professional tone to their writing; check for grammar, word choice, and sentence structure; and summarize selected text to make it more digestible. In the Notes and Phone apps, users can also record, transcribe, and summarize audio. When a recording is initiated while on a call in the Phone app, participants are automatically notified, and once the call ends, Apple Intelligence generates a summary to recall key points.

Apple Intelligence helps users prioritize with summarized notifications, along with Priority Messages in Mail, a feature that understands the content of emails and surfaces time-sensitive messages. Across a user’s inbox, summaries convey the most important information of each email instead of previewing the first few lines.

Siri® becomes more deeply integrated into the system experience and gets a brand-new design with an elegant glowing light that wraps around the edge of the screen when active. With richer language-understanding capabilities, communicating with Siri is more natural and flexible. Siri follows along when users stumble over their words, and maintains context from one request to the next. Users can type to Siri at any time, and switch fluidly between text and voice as they accelerate everyday tasks. Siri also now has extensive product knowledge to answer thousands of questions about features on iPhone and other Apple devices.

Additional Apple Intelligence features will roll out later this year and in the months following, including Image Playground, which allows users to create playful images in moments. Emoji will be taken to an entirely new level with the ability to create original Genmoji™ by simply typing a description, or by selecting a photo of a friend or family member. Siri will be able to draw on a user’s personal context to deliver intelligence that is tailored to them. It will also gain onscreen awareness to understand and take action with users’ content, as well as take hundreds of new actions in and across Apple and third-party apps. And while using iOS 18 features like Siri and Writing Tools, users will be able to easily access ChatGPT from OpenAI.

An Incredibly Light and Durable Design with Larger Displays

The new Pro lineup features the thinnest borders of any Apple product and introduces larger display sizes: 6.3 inches on iPhone 16 Pro and 6.9 inches on iPhone 16 Pro Max — the largest iPhone display ever.¹ The stunning Super Retina XDR® displays with Always-On and ProMotion® technologies help users accomplish more. Both models offer industry-leading durability with a strong, lightweight titanium design, as well as the latest-generation Ceramic Shield®, which has an advanced formulation that is 2x tougher than glass on any other smartphone. The new mechanical architecture improves heat dissipation and efficiency for up to 20 percent better sustained performance. Along with the new internal design and advanced power management of iOS 18, larger batteries are optimized to offer a huge leap in battery life.

Introducing Camera Control

Camera Control — a result of thoughtful hardware and software integration — makes the pro camera system more versatile with an innovative new way to quickly launch the camera, take a photo, and start video recording. It has a tactile switch that powers the click experience, a high-precision force sensor that enables the light press gesture, and a capacitive sensor that allows for touch interactions. A new camera preview helps users frame the shot and adjust other control options — such as zoom, exposure, or depth of field — to compose a stunning photo or video by sliding their finger on the Camera Control. Later this fall, Camera Control will be updated with a two-stage shutter to automatically lock focus and exposure on a subject with a light press, letting users reframe the shot without losing focus. Additionally, developers will be able to bring Camera Control to third-party apps such as Kino, which will offer users the ability to adjust white balance and set focus points, including at various levels of depth in their scene.

Later this year, Camera Control will unlock visual intelligence to help users learn about objects and places faster than ever before. Users can click and hold Camera Control to pull up the hours or ratings for a restaurant they pass, add an event from a flyer to their calendar, quickly identify a dog by breed, and more. Camera Control will also serve as a gateway into third-party tools with specific domain expertise, like when users want to search on Google to find where they can buy an item, or to benefit from ChatGPT’s problem-solving skills. Users are in control of when third-party tools are used and what information is shared.

New Pro Creativity Across Photo, Video, and Audio

With iPhone 16 Pro and iPhone 16 Pro Max, the world’s favorite camera gets even more powerful. Powered by A18 Pro, the upgraded camera system introduces a new 48MP Fusion camera with a faster, more efficient quad-pixel sensor and Apple Camera Interface, unlocking 4K120 fps video recording in Dolby Vision — the highest resolution and frame-rate combination ever available on iPhone, and a smartphone first. The quad-pixel sensor can read data 2x faster, enabling zero shutter lag for 48MP ProRAW® or HEIF photos. A new 48MP Ultra Wide camera also features a quad-pixel sensor with autofocus, so users can take higher-resolution 48MP ProRAW and HEIF images when capturing uniquely framed, wider-angle shots or getting close to their subjects with macro photography. The powerful 5x Telephoto camera now comes on both iPhone 16 Pro and iPhone 16 Pro Max, allowing users to catch the action from farther away, no matter which model they choose. iPhone 16 Pro and iPhone 16 Pro Max now take spatial photos in addition to videos to help users relive memories with remarkable depth on Apple Vision Pro™.

Users can capture 4K120 fps in Slo-mo or Video mode, and adjust the playback speed after capture in the Photos app, including a quarter-speed playback, a new half-speed option for a dreamy effect, and a fifth-speed option that corresponds to 24 fps. When coupled with the new image signal processor (ISP) of A18 Pro, users can do frame-by-frame cinema-quality color grading for 4K120 fps in Dolby Vision. Users can also capture 4K120 fps ProRes® and Log directly to an external storage device for efficient pro workflows.

Both Pro models feature four new studio-quality mics that preserve true-to-life recorded sounds, and video can now be captured in Spatial Audio for immersive listening with AirPods®, Apple Vision Pro, or a surround sound system. The iPhone 16 Pro lineup also introduces creative new ways to edit video sound with Audio Mix — allowing users to adjust their sound after capture to focus on the voice of the person on camera, make it sound like the video was recorded inside a professional studio, or position vocal tracks in the front and environmental noises in surround sound. With wind noise reduction, powerful machine learning (ML) algorithms reduce unwanted noise for better audio quality.

Next-generation Photographic Styles help users express their creativity and customize their photos by locally adjusting color, highlights, and shadows in real time. Styles also have a deeper understanding of skin undertones, so users can personalize how they appear in photos. Unlike filters, which often use a one-size-fits-all approach by adding a color to an entire scene, adjustments are applied to specific colors of a selected style. A wider set of styles offers more creative options for editing a photo’s aesthetic, and styles can be further personalized with an easy-to-use new control pad and intensity slider for simultaneous adjustments across tone and color. These adjustments can be rendered during live preview, applied after a photo is taken, or even reversed later.

Apple Intelligence takes the pro camera system to a new level. Coming later, Siri will be able to complete in-app requests and take action across apps, like pulling up a specific shot from a user’s Photos library and then applying an edit to the image in Darkroom. Siri can also help users fully utilize the wide range of photo and editing capabilities, such as asking how to adjust the blur in the background of a photo.

Industry-Leading Performance and Power Efficiency

The new A18 Pro chip is designed with industry-leading compute power to propel Apple Intelligence, ushering in a new era of pro performance. Built with second-generation 3-nanometer technology and featuring a new architecture with smaller, faster transistors, A18 Pro delivers unprecedented efficiency. The new 16-core Neural Engine is faster and more efficient than the previous generation, powering remarkable on-device performance for Apple Intelligence. A 17 percent increase in total system memory bandwidth — the highest ever in iPhone — enables faster experiences when using Writing Tools and Image Playground, and helps deliver astounding graphics. The bandwidth increase also benefits the 6-core GPU, which is up to 20 percent faster than the previous generation, driving graphics rendering for Apple Intelligence and stunning visuals for gaming. Hardware-accelerated ray tracing gets up to 2x faster for even more realistic light sources and reflections, and Game Mode in iOS 18 unlocks more consistent frame rates while making AirPods, game controllers, and other wireless accessories incredibly responsive. A new 6-core CPU is the fastest in a smartphone, with two performance cores and four efficiency cores that can run the same workload as the previous generation 15 percent faster while using 20 percent less power. Next-generation ML accelerators are optimized for Apple Intelligence, and save power by handling high-efficiency, high-throughput, and low-latency computations on the CPU without engaging the Neural Engine.

A18 Pro enables Always-On and ProMotion technologies for an exceptional viewing experience on iPhone, as well as faster USB 3 speeds and ProRes video recording. A new ISP and video encoder process 2x the amount of data for faster video encoding and pro workflows.

Expanded Safety and Communication Capabilities

The iPhone 16 Pro lineup features innovative ways to stay connected and provides enhanced safety capabilities for peace of mind. Powered by the same groundbreaking technology as Emergency SOS via satellite, users are able to connect to the nearest satellite to send and receive texts, emoji, and Tapbacks over iMessage® and SMS while outside cellular and Wi-Fi coverage.² Messages via satellite in iOS 18 are end-to-end encrypted. Also new with iOS 18, Emergency SOS Live Video allows users to share a live video feed or photos with participating emergency dispatchers during an emergency call.³ Later this fall, Roadside Assistance via satellite — which connects users to a roadside assistance provider if they have car trouble while off the grid — expands beyond the U.S. to the U.K.

Better for the Environment

iPhone 16 Pro and iPhone 16 Pro Max are designed with the environment in mind. As part of Apple 2030, the company’s ambitious goal to be carbon neutral across its entire carbon footprint by the end of this decade, Apple is prioritizing renewable electricity in manufacturing, and investing in wind and solar projects around the world to address the electricity used to charge all Apple products, including the iPhone 16 lineup. Today, all Apple facilities run on 100 percent renewable electricity — including the data centers that power Apple Intelligence.

To achieve Apple 2030, the company is also designing products with recycled and renewable materials. iPhone 16 Pro and iPhone 16 Pro Max feature more than 25 percent recycled content overall, including 100 percent recycled aluminum in the internal structural frame and 80 percent or more recycled steel across multiple components. The battery is made with 100 percent recycled cobalt and — in a first for iPhone — over 95 percent recycled lithium.⁴ The iPhone 16 Pro lineup also meets Apple’s high standards for energy efficiency, and is free of mercury and PVC. The packaging is entirely fiber-based, bringing Apple closer to its goal of removing plastic from its packaging by next year.

Pricing and Availability

• iPhone 16 Pro and iPhone 16 Pro Max will be available in black titanium, natural titanium, white titanium, and desert titanium, in 128GB, 256GB, 512GB, and 1TB storage capacities. iPhone 16 Pro starts at $999 (U.S.) or $41.62 (U.S.) per month, and iPhone 16 Pro Max starts at $1,199 (U.S.) or $49.95 (U.S.) per month.⁵
• Apple offers great ways to save and upgrade to the latest iPhone. Customers can get $180 (U.S.) to $650 (U.S.) in credit when they trade in iPhone 12 or higher, or up to $1,000 (U.S.) in credits to put toward an iPhone 16 Pro with a carrier offer. Customers can take advantage of these offers by visiting the Apple Store® online or an Apple Store location. For carrier offer eligibility requirements and more details, see apple.com/shop/buy-iphone/carrier-offers. To see what their device is worth and for trade-in terms and conditions, customers can visit apple.com/shop/trade-in.
• Customers in more than 58 countries and regions, including Australia, Canada, China, France, Germany, India, Japan, Malaysia, Mexico, South Korea, Türkiye, the UAE, the U.K., and the U.S., will be able to pre-order iPhone 16 Pro and iPhone 16 Pro Max beginning at 5 a.m. PDT this Friday, September 13, with availability beginning Friday, September 20.
• iPhone 16 Pro and iPhone 16 Pro Max will be available in Macao, Vietnam, and 19 other countries and regions beginning Friday, September 27.
• iOS 18 will be available as a free software update on Monday, September 16.
• Apple Intelligence will be available as a free software update. The first set of Apple Intelligence features will be available in beta next month as part of iOS 18.1, iPadOS® 18.1, and macOS® Sequoia 15.1, with more features rolling out in the months to come. It will be available on iPhone 16, iPhone 16 Plus, iPhone 16 Pro, iPhone 16 Pro Max, iPhone 15 Pro, iPhone 15 Pro Max, and iPad® and Mac® with M1 and later, with device and Siri language set to U.S. English. Additional languages and platforms are coming over the course of the next year. Later this year, Apple Intelligence will add support for localized English in Australia, Canada, New Zealand, South Africa, and the U.K. In the coming year, Apple Intelligence will expand to more languages, including Chinese, French, Japanese, and Spanish.
• In addition to an iPhone 16 Pro and iPhone 16 Pro Max Clear Case, available for $49 (U.S.), a Silicone Case with MagSafe® will be available for $49 (U.S.) in black, denim, fuchsia, lake green, plum, star fruit, stone gray, and ultramarine. Apple cases for the iPhone 16 lineup work seamlessly with Camera Control, featuring a sapphire crystal coupled to a conductive layer that communicates finger movements to the Camera Control. FineWoven Wallet with MagSafe will be available for $59 (U.S.) in black, blackberry, dark green, and deep blue.
• A new MagSafe Charger enables faster wireless charging up to 25W, is Qi2 certified, and is available in a 1-meter length for $39 (U.S.) or a 2-meter length for $49 (U.S.).
• AppleCare+® for iPhone provides unparalleled service and support. This includes unlimited incidents of accidental damage, battery service coverage, and 24/7 support from the people who know iPhone best.
• iCloud+® plans start at 50GB for $0.99 (U.S.) per month and offer up to 12TB for $59.99 (U.S.) per month, providing additional storage to keep files, photos, videos, and more safe in the cloud, accessible across devices, and easy to share with others. iCloud+ also gives access to premium features, including Private Relay, Hide My Email, Custom Email Domains, and HomeKit® Secure Video support.
• Customers who purchase iPhone 16 Pro and iPhone 16 Pro Max will receive three free months of Apple Music®, Apple Arcade®, and Apple Fitness+℠ with a new subscription.

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, AirPods, Apple Watch, and Apple Vision Pro. Apple’s six software platforms — iOS, iPadOS, macOS, watchOS, visionOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, iCloud, and Apple TV+. Apple’s more than 150,000 employees are dedicated to making the best products on earth and to leaving the world better than we found it.

1. The display has rounded corners that follow a beautiful curved design, and these corners are within a standard rectangle. When measured as a standard rectangular shape, the screen is 6.27 inches (iPhone 16 Pro) or 6.85 inches (iPhone 16 Pro Max) diagonally. Actual viewable area is less.
2. Apple’s satellite features are included for free for two years starting at the time of activation of a new iPhone 14 or later. For Emergency SOS via satellite availability, visit support.apple.com/en-us/HT213426. Messages via satellite will be available in the U.S. and Canada in iOS 18. SMS availability will depend on carrier. Carrier fees may apply. Users should check with their carrier for details. Roadside Assistance via satellite is currently available in the U.S. with AAA and Verizon Roadside Assistance, and is launching in the U.K. with Green Flag this fall. Participating roadside assistance providers may charge for services, and iPhone users who are not members can take advantage of their roadside assistance services on a pay-per-use basis. Apple’s satellite services were designed for use in open spaces with a clear line of sight to the sky. Performance may be impacted by obstructions such as trees or surrounding buildings.
3. Emergency SOS Live Video will be available in the U.S. in iOS 18.
4. All cobalt and lithium references are on a mass balance allocation.
5. 128GB storage capacity is available on iPhone 16 Pro.

NOTE TO EDITORS: For additional information visit Apple Newsroom (www.apple.com/newsroom), or email Apple’s Media Helpline at media.help@apple.com.

© 2024 Apple Inc. All rights reserved. Apple, the Apple logo, iPhone, Apple Intelligence, Siri, Genmoji, Super Retina XDR, ProMotion, Ceramic Shield, ProRAW, Apple Vision Pro, ProRes, AirPods, iMessage, Apple Store, iPadOS, macOS, iPad, Mac, MagSafe, Apple Care+, iCloud+, HomeKit, Apple Music, Apple Arcade, and Apple Fitness+ are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240909809033/en/

Renee Felton

Apple

rfelton@apple.com

Alex Kirschner

Apple

alexkirschner@apple.com

Source: Apple Inc.

FAQ

When will the iPhone 16 Pro and iPhone 16 Pro Max be available for purchase?

Pre-orders for the iPhone 16 Pro and iPhone 16 Pro Max begin on Friday, September 13, with availability starting Friday, September 20.

What are the new display sizes for the iPhone 16 Pro and iPhone 16 Pro Max?

The iPhone 16 Pro features a 6.3-inch display, while the iPhone 16 Pro Max has a 6.9-inch display, which is the largest iPhone display ever.

What is the starting price for the iPhone 16 Pro and iPhone 16 Pro Max?

The iPhone 16 Pro starts at $999, while the iPhone 16 Pro Max starts at $1,199.

What new camera features are introduced in the iPhone 16 Pro models?

The iPhone 16 Pro models introduce a new 48MP Fusion camera with 4K120 fps video recording in Dolby Vision, a 48MP Ultra Wide camera, and a 5x Telephoto camera on both Pro models.

What is Apple Intelligence in the new iPhone 16 Pro lineup?

Apple Intelligence is a new feature that uses Apple-built generative models to understand and create language and images, take action across apps, and simplify everyday tasks while maintaining user privacy.