Apple debuts iPhone 18 Pro and iPhone 18 Pro Max

Apple today announced iPhone 18 Pro and iPhone 18 Pro Max, delivering the most advanced pro camera system in an iPhone, and huge leaps in battery life and performance. The new 48MP Fusion Main camera, now with variable aperture, brings creative control that wasn’t possible before, and new Pro controls let users customize their experience in the Camera app. Both models feature a smaller and even more useful Dynamic Island, as well as A20 Pro and a next-generation vapor chamber that together deliver the highest sustained performance in iPhone history. iPhone 18 Pro Max also delivers the largest increase in battery life ever on iPhone, thanks to advancements in Apple silicon and a larger battery.1 Featuring iOS 27 with Apple Intelligence2 and Siri AI,3 iPhone 18 Pro models bring powerful AI capabilities together with personal context to become an intelligent personal hub with privacy and security at its core.

iPhone 18 Pro and iPhone 18 Pro Max are available in four elegant finishes: black, silver, glacier, and an all-new burgundy. Pre-orders begin Saturday, September 12, with availability beginning Friday, September 18.

“With iPhone 18 Pro, we’ve made advancements to the areas our users care about most: camera, performance, battery, and intelligence. And we didn’t just make incremental improvements in these areas — we took huge leaps forward to create the best Pro iPhone we’ve ever made,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing. “iPhone 18 Pro makes it easy for anyone to capture stunning photos and videos using variable aperture, while providing more versatility for creators and more control for pros. Paired with impactful upgrades to Photographic Styles and powerful video capabilities, iPhone 18 Pro unlocks entirely new ways for users to express themselves.”

Pricing and Availability

• iPhone 18 Pro and iPhone 18 Pro Max will be available in 256GB, 512GB, 1TB, and 2TB storage capacities. Available in burgundy, glacier, silver, and black, iPhone 18 Pro starts at $1,199 (U.S.) or $49.95 (U.S.) per month, and iPhone 18 Pro Max starts at $1,299 (U.S.) or $54.12 (U.S.) per month for 24 months.13
• Apple offers great ways to save and upgrade to the latest iPhone models. With Apple Trade In, customers trading in iPhone 13 or later can get $175 to $885 (U.S.) in credit instantly.14 Apple also partners with select carriers to offer incredible deals, and customers can get up to $1,200 (U.S.) in credits when they trade in iPhone 14 or later — in any condition — to put toward iPhone 18 Pro or iPhone 18 Pro Max. Customers can take advantage of carrier deals by visiting the Apple Store online or an Apple Store location. For carrier deal eligibility requirements and more details, see apple.com/shop/buy-iphone/carrier-offers. To see what their device is worth and for trade-in terms and conditions, customers can visit apple.com/shop/trade-in.