Apple unveils iPhone 16 Pro and Pro Max in California launch event

Apple held its annual launch event in California in early September, unveiling four new iPhone models, including the iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max. The new devices feature advanced technology, including the A18 Pro chip in the Pro versions, and a new camera button that enhances user experience. The standard models will be available in various colors, while the Pro versions will offer larger screen sizes. In addition to the iPhones, Apple introduced new AirPods and a revamped Apple Watch, showcasing its commitment to innovation. The company is also set to launch its AI software, Apple Intelligence, in the US in October, with a localized version for the UK following in December. This move is part of Apple's strategy to integrate artificial intelligence into its products, enhancing user interaction and functionality. The pricing for the new iPhones starts at £799 for the iPhone 16 and £899 for the iPhone 16 Plus, with pre-orders beginning on September 13 and full sales starting on September 20. The pricing strategy aligns with Apple's previous models, maintaining consistency in its premium market positioning. Overall, the launch event marks a significant step for Apple as it seeks to attract consumers with cutting-edge technology and new features. The introduction of AI capabilities and innovative hardware is expected to strengthen Apple's competitive edge in the smartphone market, particularly against emerging competitors.