Apple Loop: iPhone 18 Pro Cost, iPhone Ultra Specs, Can Siri AI ‘Just Work?’

InnovationConsumer TechApple Loop: iPhone 18 Pro Cost, iPhone Ultra Specs, Can Siri AI ‘Just Work?’ByEwan Spence,Senior Contributor.Forbes contributors publish independent expert analyses and insights. Ewan Spence covers the digital worlds of mobile technology.Follow AuthorJun 12, 2026, 06:20pm EDTAttendees watch the keynote presentation during the Apple WWDC 2026 (Photo by Justin Sullivan/Getty Images)Getty ImagesTaking a look back at this week’s news and headlines from across the Apple world, including iPhone 18 Pro cost, iPhone Ultra specs, MacBook Neo’s annual updates, iOS 27’s big ask, Apple’s AI approach, Europe not getting Siri AI, and goodbye Time Capsule.Apple Loop is here to remind you of a few of the many discussions around Apple in the last seven days. You can also read my weekly digest of Android news here on Forbes.Why Your iPhone 18 Pro Will Cost MoreApple should keep the base iPhone 18 Pro at the same price as last year’s iPhone 17 Pro, but that doesn’t mean it’s going to cost you the same. With Siri AI and advanced options for Apple Intelligence expected to become premium services, the lifetime cost is going to rise. I examined the impact of AI here on Forbes:"It's likely this will be rolled into Apple One, obscuring the true cost of Apple Intelligence behind a trial period and the sticky subscriptions of Apple Music and Apple TV. The addition of a new service, if priced similarly to others, could cost consumers $15 per month to fully realise AI on their smartphones."Any Colour Of iPhone Ultra You Like, As Long As It's WhiteMore details about Apple’s first foldable, the presumptively named iPhone 18 Ultra, were published this week, and it comes with a significant design choice. Apple may be leaning into cherry as the iPhone 18 colour, but the Ultra may do a reverse Henry Ford. Forbes contributor Davd Phelan brings the reports together for a notable conclusion:MORE FOR YOU"Black versions of Apple devices are de rigueur, so to...