Apple’s iPhone 18 Pro puts the focus on authenticity

For many years now, Apple has been making the case that the iPhone is the most popular camera in the world. Part of the appeal, to hear the company tell it on stage, is how the camera leverages the iPhone’s considerable processing power to make capturing incredible images easier than ever before. Each year brings a new iPhone that finds new ways to convert visual information from a tiny sensor into memories. And with the iPhone 18 Pro, releasing later this week, Apple appears to be focusing on something new: authenticity. {"blockType":"mv-promo-block","data":{"imageDesktopUrl":"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit\/wp-cms-2\/2025\/12\/multicore.png","imageMobileUrl":"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit\/wp-cms-2\/2025\/12\/multicore-mobile.png","eyebrow":"","headline":"\u003Cstrong\u003E\u003Cstrong\u003ESubscribe to Multicore\u003C\/strong\u003E\u003C\/strong\u003E","dek":"Multicore is about technology hardware and design. It\u0027s written from Tokyo by Sam Byford. To learn more visit \u003Ca href=\u0022https:\/\/www.multicore.blog\/\u0022\u003Emulticore.blog\u003C\/a\u003E","subhed":"","description":"","ctaText":"…