Apple has released its iPhone 18 Pro and Pro Max, introducing new camera hardware, AI enhancements, and a broader international rollout, set against rising global prices and market pressures.
Apple’s iPhone 18 Pro and iPhone 18 Pro Max have now gone on sale, with deliveries beginning after a six-day pre-order window and stock appearing in Apple Stores, authorised resellers and mobile networks across the first wave of markets. Apple said the launch covers more than 65 countries and regions, including Canada, the US and the UK, with a further 20 countries due to follow on 25 September.
The company’s own pricing places the iPhone 18 Pro at $1,199 in the US and the Pro Max at $1,299, which is higher than some early launch coverage suggested. That difference matters because the new models arrive with broader global price pressure, as exchange rates and import duties have pushed retail costs up in several European and Asian markets compared with the previous generation.
Apple is pitching the Pro line-up as a substantial internal refresh rather than a radical redesign. The phones use an aluminium chassis, thinner screen borders and the A20 Pro chip built on a 2nm process. Apple has also updated the camera system with improved tetraprism telephoto hardware and mechanical aperture controls, while the company is leaning heavily on Apple Intelligence for image processing, Siri features and automated system tasks.
The hardware changes are accompanied by several practical refinements. Apple says the displays are brighter and the battery life is longer, while the Pro camera app now offers more direct manual control over aperture, shutter speed and white balance. New accessories are also available, including cases, straps and wallet options, and Apple has tied the release to iOS 27, which brings Apple Intelligence and Siri AI features to supported devices.
Disclaimer: This content is intended for informational purposes only. Readers are advised to exercise their own judgement, conduct due diligence, or consult a qualified expert before acting on any information provided.
