Apple has officially unveiled the iPhone 18 Pro and iPhone 18 Pro Max at its "Surprise and Shine" event, marking a significant transition for the company as this is the first iPhone lineup fully developed under the leadership of new CEO John Ternus. Adopting a two-tier launch strategy this year, Apple introduced its high-end iPhone 18 Pro, iPhone 18 Pro Max, and the new foldable iPhone Duo first, while delaying the standard iPhone 18 and iPhone 18e models until Spring 2027. Reflecting increased component and memory costs, both Pro models see a $100 price increase over the previous generation. The devices will be available for pre-order starting Saturday, September 12, 2026, at 5:00 AM PT / 8:00 ET, with official sales beginning Friday, September 18, 2026. Pricing starts at $1,199 for the 256 GB iPhone 18 Pro and $1,299 for the 256 GB iPhone 18 Pro Max.
The new lineup brings major hardware enhancements, including a noticeably smaller Dynamic Island—made possible through improved under-display sensor technology—marking its first major redesign since the iPhone 14 Pro. Powering the 6.3-inch iPhone 18 Pro and 6.9-inch iPhone 18 Pro Max is the cutting-edge 2nm A20 Pro chip paired with a new vapor chamber cooling system. Connectivity gets an in-house upgrade as Apple moves away from Qualcomm, equipping the devices with its custom Apple C2 cellular modem and N1 wireless chip, which support Wi-Fi 7, Bluetooth 6, and offer roughly 15% better cellular energy efficiency. Photography sees a dramatic boost with a 48MP Fusion main camera featuring a mechanical variable aperture that allows users to choose from four aperture settings for DSLR-like background blur and improved low-light performance. Finally, battery life receives a massive bump thanks to the efficient 2nm architecture and an expanded 5,567 mAh battery in the Pro Max, delivering up to 45 hours of video playback—about 6 hours more than its predecessor.
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