Apple launches iPhone 18

Apple has begun selling its latest flagship devices, the iPhone 18 Pro and iPhone 18 Pro Max, across India, marking the start of the company’s 2024 high‑end smartphone rollout in the sub‑continent. The phones are now available through Apple’s official online store for India as well as at the six Apple‑branded retail outlets that the tech giant operates in major cities such as Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata. Pricing, colour options and configuration details were released alongside the launch, giving Indian consumers a clear view of the cost‑benefit equation that Apple hopes will sustain its premium market share in a highly competitive environment.The iPhone 18 Pro begins at INR 1,34,900 for the base 128 GB model, while the iPhone 18 Pro Max starts at INR 1,49,900 for the same storage capacity..

Both devices are also offered in 256 GB, 512 GB and a newly introduced 1 TB variant, with price increments of roughly INR 15,000 to INR 20,000 per step, depending on the model. Apple’s decision to retain the 1 TB tier for its Pro line reflects a broader industry trend toward larger native storage, driven by the increasing size of high‑resolution video files, AI‑enhanced photography and extensive app ecosystems. The price points place the iPhone 18 series at the top end of India’s smartphone market, competing directly with Samsung’s Galaxy S24 Ultra and select models from Xiaomi’s Mi 13 series, which have been aggressively priced to capture price‑sensitive consumers.Under the hood, both devices are powered by Apple’s in‑house A18 Bionic chip, which the company describes as the “most powerful processor ever in a smartphone.” Built on a 3‑nanometre process, the chip combines a six‑core CPU, a five‑core GPU and a next‑generation 16‑core Neural Engine, promising faster computational photography, smoother gaming performance and more efficient power management..

Apple claims the A18 delivers up to 20 percent higher performance per watt than its predecessor, the A17, a claim that will be scrutinised in independent benchmarks over the coming weeks. Early leaks suggested the chip would also support improved machine‑learning tasks, a feature that could enhance the functionality of iOS 18’s new on‑device AI capabilities.The design language of the iPhone 18 Pro series remains largely consistent with the previous generation, featuring a surgical‑grade stainless‑steel frame, a matte‑textured back and a slightly thinner profile that Apple says reduces weight by 2 grams compared with the iPhone 17 Pro. The devices retain the flat‑edge display but introduce a new “Titanium‑Blue” finish alongside the familiar Graphite, Gold and Silver options..

The Pro models are equipped with a 6.1‑inch and 6.7‑inch Super Retina XDR display respectively, both supporting a peak brightness of 2000 nits in HDR mode and a refresh rate that can dynamically scale from 10 Hz to 120 Hz. Apple emphasises that the ProMotion technology now adapts more intelligently to on‑screen content, potentially extending battery life without compromising the fluidity that high‑refresh displays provide.Battery capacity has been modestly increased, with the iPhone 18 Pro housing a 3,300 mAh cell and the Pro Max a 4,500 mAh unit. Apple’s internal testing suggests up to 20 percent longer video playback compared with the previous generation, a claim that hinges on the efficiency gains of the A18 chip and iOS 18’s refined power‑saving algorithms..

The phones support fast charging via a 20‑watt USB‑C charger (included in the box for the first time), as well as MagSafe wireless charging up to 15 watts. In addition, both models are compatible with Apple’s new 30‑watt power‑adapter, which can charge the Pro Max to 50 percent in roughly 30 minutes, according to the company’s marketing materials.A key highlight for the Indian market is the upgraded camera system. The iPhone 18 Pro now boasts a triple‑lens arrangement featuring a 48‑megapixel primary sensor with larger pixels, a 12‑megapixel ultra‑wide lens with improved low‑light performance, and a 12‑megapixel telephoto lens offering 3× optical zoom..

The Pro Max adds a periscope‑style telephoto module capable of 5× optical zoom, a feature that previously only appeared on Apple’s “Pro Max” models. Apple’s computational photography suite has been expanded to include “Cinematic Mode 2.0,” which can now generate 4K‑60 fps video with depth‑of‑field effects, and a new “ProRAW Pro” format that preserves more detail for professional editing workflows. These upgrades are aimed at attracting photography enthusiasts who have traditionally gravitated toward high‑spec Android flagships.Software-wise, the devices ship with iOS 18, which introduces several AI‑driven features such as on‑device translation, context‑aware suggestions in Messages and an enhanced Safari that can summarise long articles..

Apple also announced “Live Text Pro,” allowing users to interact with text in videos and AR scenes, a capability that leverages the A18’s Neural Engine. While iOS has historically been praised for its smooth integration with hardware, some analysts note that the added AI layers could increase background processing, potentially offsetting some of the battery gains promised by Apple. Nonetheless, Apple maintains that iOS 18 has been optimised for the A18 chip, offering a seamless experience that rivals any Android counterpart.The rollout comes at a time when Apple is seeking to deepen its presence in India, a market that has grown to become the company’s second‑largest smartphone market by volume..

In 2023, Apple’s market share in India hovered around 2‑3 percent, but the brand has been investing heavily in local manufacturing through its Bengaluru and Chennai facilities, a strategy aimed at reducing import duties and price points. The iPhone 18 Pro series will be assembled partially in India, which Apple claims helps keep the retail price competitive relative to fully imported models. However, the premium pricing still places the devices out of reach for the average Indian consumer, a reality that has prompted the company to continue offering older models such as the iPhone 15 and iPhone 15 Pro at lower price brackets.Retail response on the first day has.