iPhone 18 Pro and iPhone 18 Pro Max Go on Sale Worldwide

Apple's new iPhone 18 Pro and iPhone 18 Pro Max went on sale on Friday, September 18, 2026. Apple said the phones arrived at Apple Store locations worldwide that day, alongside Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.

Launch day

According to Apple, John Ternus, Deirdre O'Brien and Greg Joswiak joined staff at Apple Fifth Avenue in New York City to greet customers. Apple's launch-day release also featured stores in Shanghai, London, Mumbai and Kuala Lumpur.

Apple's original announcement, published on September 9, said the phones would be available in more than 65 countries and regions on September 18, with 20 additional regions following on Friday, September 25. Pre-orders opened on Saturday, September 12.

GSMArena reported that the initial markets included Australia, Canada, China, France, Germany, India, Japan, South Korea, the UK and the US, among others.

Prices are higher

In the US, iPhone 18 Pro starts at $1,199 and iPhone 18 Pro Max starts at $1,299, both with 256GB of storage, according to Apple. Storage options go up to 2TB.

GSMArena noted that both models cost $100 more at launch in the US than last year's equivalents. The outlet reported that prices in the EU are up by €150, with increases also in the UK, India, China and Japan. In Europe, the Pro starts at €1,449 and the Pro Max at €1,599, according to GSMArena.

What Apple says is new

Both phones run on Apple's A20 Pro chip, which Apple says is built on its latest 2-nanometer process. Apple claims the chip's 7-core GPU is up to 40% faster than the A19 Pro and that it has 50% more memory bandwidth.

The main camera is a new 48MP Fusion camera with a variable aperture, which Apple says ranges from f/1.48 to f/4 and uses six laser-cut blades. GSMArena also pointed to a smaller Dynamic Island.

Apple says the phones come in four finishes: black, silver, glacier and burgundy. The company also says the phones can reach 50% charge in about 15 minutes with a wired charger.

Greg Joswiak, Apple's senior vice president of Worldwide Marketing, said in the announcement: "With iPhone 18 Pro, we've made advancements to areas users care about most: camera, performance, battery, and intelligence."

iPhone Duo comes next

The Pro models are not Apple's only new phone this fall. Apple also unveiled the iPhone Duo, its first foldable iPhone, which starts at $1,999 in the US with 256GB of storage. Pre-orders for iPhone Duo open on Friday, October 16, with availability beginning Friday, October 23, according to Apple.

Apple says the iPhone Duo has a 7.6-inch inner display and a 5.4-inch outer display, a titanium build, and the same A20 Pro chip. Apple CEO John Ternus called it "the most transformational change to iPhone since the original."

Why it matters

The iPhone Pro models are among the most closely watched consumer devices each year, and this year's launch comes with a $100 price increase in the US and larger increases in several other markets. With the foldable iPhone Duo arriving in October, Apple's fall lineup now spans from the Pro models to a phone priced near $2,000.

Sources

This article was drafted with AI assistance and checked against the sources above. Company claims are reported as claims. Cover image is AI-generated.