Apple has officially unveiled the iPhone 18 Pro and iPhone 18 Pro Max, and while they might look familiar at first glance, there is quite a lot going on underneath that familiar Pro exterior.
Every Apple CEO eventually gets asked the same question in one form or another.
What’s next?
It’s an almost impossible question to answer at Apple because “next” can mean anything from a slightly thinner iPhone to an entirely new category of computing.
After all the product launches, keynotes, earnings calls, late-night rumours and those wonderfully predictable September moments of “one more thing…” — Cook has reached the end of his time in the CEO chair.
And rather than making the whole thing about himself, his final message is remarkably Apple in its tone: the company, the people and the work come first.
