Apple has unveiled the iPhone 18 Pro and Pro Max, introducing enhanced battery life, a larger storage range up to 2TB, and a price increase in key markets, signalling a premium-focused upgrade amid industry pressures.
Apple’s iPhone 18 Pro line is now on sale, with the Pro and Pro Max going on general release on 18 September after pre-orders opened on 12 September. According to Apple, the launch covers more than 65 countries and regions in the first wave, including the US, the UK, Germany, France, China, Japan, India, Brazil and Australia, with a second group due to follow on 25 September.
The new flagships keep Apple’s familiar size split, with a 6.3-inch display on the Pro and a 6.9-inch panel on the Pro Max. Apple says both models use the A20 Pro chip built on a 2-nanometre process, a smaller Dynamic Island, and a larger vapour chamber for improved sustained performance. Battery life is also a major part of the pitch, with Apple describing the Pro Max as the biggest leap yet for battery endurance on an iPhone.
Photography has been expanded as well. The main 48-megapixel Fusion camera now includes variable aperture, giving users more control over depth of field and low-light capture. Apple has also added new Pro controls in the Camera app, along with updated Photographic Styles and support for 4K Dolby Vision time-lapse recording. The phones ship with iOS 27 and Apple’s latest AI features.
Pricing varies sharply by market. In the US, Apple has set the starting price at $1,199 for the iPhone 18 Pro and $1,299 for the Pro Max, both with 256GB of storage. In the UK, the starting prices are £1,199 and £1,299. In Germany, they begin at €1,449 and €1,599, while in China they start at RMB 9,999 and RMB 10,999. Japan, India and Brazil also face markedly higher local price points, reflecting tax, exchange-rate and import-cost differences.
The storage line-up has widened too. Both models are available with 256GB, 512GB, 1TB and, for the first time, 2TB configurations. That top tier pushes the premium further: in the UK, Apple lists the 2TB Pro at £2,399 and the 2TB Pro Max at £2,499. In Brazil, the highest capacities reach R$20,999 and R$21,999. Apple is also offering the devices through its upgrade programme and trade-in incentives in some markets.
Compared with the previous generation, the price rise is most visible in the US and UK, where the entry models are $100 or £100 more expensive than the iPhone 17 Pro range. MacRumors reported that Apple had already raised prices across parts of its hardware portfolio earlier in 2026, amid wider memory cost pressure and strong demand from artificial-intelligence infrastructure. That backdrop helps explain why the new Pro line arrives with more storage, but at a noticeably higher cost.
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