Apple Executive Chairman Tim Cook joined in the Diwali 2026 celebrations by extending festive greetings to people across the globe. In a message shared on the social media platform X, Cook posted a photograph that captured the essence of the festival of lights. The image, which features a glowing diya in a festive setting, was captured by photographer Gursimran Basra using the tech giant’s latest flagship device, the iPhone 18 Pro Max.
"Happy Diwali to everyone celebrating around the world! May the light of this festival brighten your year ahead. Shot on iPhone 18 Pro Max by Gursimran Basra," Cook wrote in his post. By sharing the image, the Apple executive once again highlighted the camera capabilities of the company's newest handset, continuing a long-standing practice of featuring user-generated photography for major cultural occasions.
This initiative has become a recurring tradition for Cook, who frequently uses his platform to acknowledge Indian festivals such as Diwali and Holi. The practice serves a dual purpose: it offers recognition to talented photographers whose work is showcased to a global audience, while simultaneously demonstrating the performance of Apple's camera hardware in real-world scenarios rather than through polished, professional marketing campaigns.
Previous years have seen a variety of Indian photographers featured on Cook’s social media feeds. In 2025, he shared a Diwali image taken by Mumbai-based photographer Apeksha Maker on an iPhone 17 Pro Max, depicting a woman lighting diyas surrounded by marigold flowers. Similarly, in 2024, a photograph by Delhi-based lensman Rohit Vohra, shot on an iPhone 16 Pro Max, was used for the executive’s greetings. Gursimran Basra, who captured this year's feature, is also a familiar name; Cook previously shared two of Basra’s photographs taken on an iPhone 13 Pro Max during the 2021 Diwali season.
The iPhone 18 Pro Max utilized for this year's photograph features a 48MP Pro Fusion camera system, which includes a 48MP Fusion Main camera, a 48MP Fusion Ultra Wide camera, and a 48MP Fusion Telephoto camera. A significant hardware upgrade noted in the device is the inclusion of a variable aperture on the main camera, offering settings at f/1.48, f/1.8, f/2.8, and f/4.0. This feature provides photographers with greater control over light intake, a function particularly effective for capturing illuminated subjects like diyas against darker backdrops.
Beyond its photography features, the iPhone 18 Pro Max is powered by the A20 Pro chip, which includes a six-core CPU and a seven-core GPU. The device sports a 6.9-inch display with ProMotion technology and is equipped with a next-generation vapour chamber cooling system to sustain performance. Apple has also integrated advanced video capabilities into the model, supporting 4K Dolby Vision recording at up to 120 frames per second.
As Apple continues to emphasize both hardware performance and user-generated content, the choice to highlight festive imagery suggests a continued focus on connecting technological capability with cultural engagement. Through such social media interactions, the company reinforces the versatility of its flagship devices, showcasing how mobile photography can capture the intricate details of traditional celebrations.
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