Siri AI, a profoundly more capable and personal assistant, is here

Beginning Friday, October 16, at 5 a.m. PT, customers can pre-order iPhone Duo on apple.com and in the Apple Store app.

Bünyamin Aydın brought together Turkish heritage, rock influences, and futurism for a landmark fashion show in Cappadocia shot on iPhone 18 Pro Max.

Today, Indie Games Week lights up the App Store with a celebration of the catalogue of imaginative games made by independent teams with big dreams.

Apple today introduced Apple HomeView, designed to be central to the home and personal to everyone in it.

Apple today announced the next generation of Apple TV 4K, delivering its most immersive home theatre experience yet.

Apple today announced HomePod mini 2, featuring Siri AI, gorgeous new colours, and enhanced audio experiences.

Apple today announced Apple Home Collection, a new lineup of smart home accessories built in collaboration with LG Electronics and Schneider Electric.

Final Cut Camera gets a major update with a new design, support for variable aperture on iPhone 18 Pro, and more pro options with iOS 27.

Apple today introduced updates to Apple Creator Studio, its groundbreaking collection of creative and productivity apps.

Today, in partnership with the American Academy of Pediatrics, Apple released a new guide to help families create healthy digital habits.

Customers can now shop for Mac mini with M6 and M5 Pro, and Mac Studio with M5 Max and M5 Ultra, at Apple Store locations, online, and in the Apple Store app.

Apple Music Hall, a state-of-the-art live music venue in London’s storied Battersea Power Station, is now open.

On Friday, September 18, Apple Store locations around the world introduced customers to the iPhone 18 Pro lineup, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5.

A new photography exhibition, curated by Kathy Ryan, celebrates the evolving language of visual storytelling and showcases the advanced pro camera system on iPhone 18 Pro.

This evening at the 78th Primetime Emmy Awards, Apple TV shatters records to become the most-awarded network of the year, landing 29 wins overall.

Apple’s latest software updates introduce Siri AI and deliver helpful new Apple Intelligence features.

Apple’s new suite of tools that help parents create safer digital experiences for their kids is now available across iPhone, iPad, Mac, and more.

Starting Saturday, September 12, customers can pre-order iPhone 18 Pro and iPhone 18 Pro Max.

Apple today introduced Apple Watch Ultra 4, the ultimate sports and adventure watch, now with new health, fitness, and audio intelligence capabilities.