The new iPhone 18 Pro/Pro Max introduces Apple Intelligence, featuring advanced Siri capabilities, personal context awareness, cross-app actions across hundreds of thousands of native and third-party apps, and a dedicated Siri app with expressive voices.

Siri AI beta launches in English, with French, Japanese, Korean, Portuguese, Spanish planned to arrive in October.

Siri can now see what you see by using the camera or display to understand images and reference emails and photos to perform tasks like creating grocery lists.

Apple shifts from a quiet AI stance to an aggressive AI marketing push at September's event, centering AI as core to future product experiences.

Apple positions AI as a key differentiator, tying AI capabilities to hardware and privacy through on-device processing, while expanding across devices and languages.

Apple Intelligence will extend beyond iPhone into other hardware, including AirPods 5 with hands-free Siri access and live translation, plus Watch Series 12/Ultra 4 with audio intelligence for conversation summaries and health insights.

CEO John Ternus describes AI as enabling new experiences and positions the iPhone as an intelligent personal hub that uses on-device processing by default, with private cloud compute for more power when needed.

Language support expands to 16 languages in OS releases, including English, French, Spanish, German, Italian, and Chinese, with Apple Intelligence unavailable in China.

New features broaden Siri to analyze images in email context and integrate with third-party apps for task synthesis and portfolio management.