Apple iPhone 18 Pro and Pro Max Launch With Higher Prices Across Global Markets

Apple launched the iPhone 18 Pro and iPhone 18 Pro Max on September 9, 2026, at its ‘Surprise and Shine’ event at Apple Park. The new flagship models carry a $100 price increase in the United States, with international pricing varying significantly across major markets.

US Pricing and Global Comparison

The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299, both for the 256GB model. This represents a $100 increase over the previous generation. The price hike is attributed to a global memory chip shortage that has affected manufacturing costs.

The United States remains the cheapest market for the new Pro models. In Canada, the iPhone 18 Pro starts at C$1,749 and the Pro Max at C$1,899. In the UAE, the Pro is priced at AED 5,099 and the Pro Max at AED 5,499. Japan lists the Pro at ¥219,800 and the Pro Max at ¥239,800. China prices the Pro at CNY 9,999 and the Pro Max at CNY 10,999.

In India, the iPhone 18 Pro starts at ₹1,64,900 and the iPhone 18 Pro Max at ₹1,79,900. India is among the most expensive markets for the new devices, with prices including local taxes and import duties. Australia lists the Pro Max at A$2,299, Singapore at S$2,099, the UK at £1,299, and Germany at €1,599. Turkey is reported to have the highest prices globally.

New Features and Specifications

Both models are powered by the A20 Pro chip, built on a 2-nanometer process. Apple says the 7-core GPU is up to 40 percent faster than the previous generation, and memory bandwidth has increased by 50 percent. A dual 16-core Neural Engine doubles the phones’ capacity for on-device AI tasks.

The camera system received a significant upgrade with a 48-megapixel Fusion main camera featuring a mechanical variable aperture. The system uses six laser-cut blades to adjust across four aperture settings, improving low-light performance and depth-of-field control. A new ‘Pro Controls’ interface allows manual adjustment of aperture, shutter speed, and white balance.

The Dynamic Island has been redesigned to occupy less space while displaying up to three Live Activities at once. A new vapor chamber with three times more surface area improves sustained performance by up to 40 percent compared to the iPhone 17 Pro.

Battery life sees a notable increase. Apple cites up to 36 hours of video playback on the iPhone 18 Pro and up to 45 hours on the Pro Max for models sold without a physical SIM slot. Wired charging reaches 50 percent in approximately 15 minutes. Both phones support Wi-Fi 7, Bluetooth 6, and Thread via Apple’s N1 wireless chip, along with a new C2 modem.

The devices ship with iOS 27 and support Apple Intelligence and Siri AI. Colour options include Black, Silver, Glacier, and a new Burgundy finish. Storage tiers include 256GB, 512GB, 1TB, and 2TB.

Pre-Orders and Availability

Pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max began on September 12, 2026, at 5:00 AM Pacific Time. The devices will be available in stores starting September 18 in more than 65 countries and regions. A second wave of availability in an additional 20 markets will follow on September 25.

Apple also unveiled its first foldable iPhone, the iPhone Duo, at the same event. The device features a 7.6-inch inner display and a 5.4-inch outer display. Pricing starts at $1,999 in the United States, making it the most expensive iPhone ever. The iPhone Duo will not be available for pre-order and will hit stores directly on October 23, 2026.

The event marked the first product launch led by new CEO John Ternus, who took over from Tim Cook on September 1, 2026. Tim Cook moved to the role of executive chairman. Notably absent from the event was a standard iPhone 18, which Apple has delayed to a separate launch expected in spring 2027.

Apple Senior Vice President of Worldwide Marketing Greg Joswiak said, ‘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.’

The iPhone 18 Pro and iPhone 18 Pro Max are now available for pre-order through Apple Store Online and the Apple Store app. The latest confirmed status is that pre-orders are open, with retail availability beginning September 18.