Apple has officially launched the iPhone 18 Pro and iPhone 18 Pro Max, and both phones went on sale on September 18, 2026. The event on September 9 was also the first big keynote under new CEO John Ternus, who took over from Tim Cook on September 1. Here is everything you need to know before you buy.
Key takeaways
- iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299, each $100 more than last year’s Pro models.
- Both run the new A20 Pro, Apple’s first iPhone chip built on a 2nm process.
- Pre-orders opened September 12 and sales began September 18.
- Apple did not launch a standard iPhone 18 this fall; it is expected in 2027.
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iPhone 18 Pro price
Many people expected a bigger jump because memory and storage costs have risen sharply this year. Apple kept the increase to $100: the iPhone 18 Pro starts at $1,199 and the iPhone 18 Pro Max at $1,299. Higher storage tiers cost more, so check Apple’s site for the exact ladder in your region.
A20 Pro chip: what is new
The headline upgrade is the A20 Pro. Apple says it is built on a 2nm process and uses redesigned “desktop-class” cores aimed at making on-device AI faster. Apple’s own figures, as reported at launch, point to roughly 20% faster CPU performance and 40% faster graphics than the previous generation. Treat these as Apple claims until independent benchmarks arrive.
Design and camera
The iPhone 18 Pro looks very similar to the 17 Pro, so this is more of an internal upgrade than a redesign. New colors include Glacier and Burgundy. The main camera is 48MP and, for the first time on an iPhone, uses a variable mechanical aperture, which gives you more control over light and depth of field.
What else Apple announced
The same event brought the Apple Watch Series 12 (from $399), Apple Watch Ultra 4 (from $799), and AirPods 5 with active noise cancellation starting at $129. Apple also showed its first foldable, the iPhone Duo, which we cover in a separate article.
Should you upgrade?
- Coming from an iPhone 15 Pro or older: the jump in chip, camera, and AI features will be noticeable.
- Coming from an iPhone 17 Pro: the design is nearly identical, so the upgrade is harder to justify unless you want the new aperture camera and the fastest AI performance.
- On a budget: the base iPhone 18 is not out yet, and last year’s models remain solid options.
iPhone 18 Pro in Pakistan: what buyers should know
The prices above are US launch prices. In Pakistan, the final price depends on import duties, PTA taxes, exchange rates, and retailer margins, so it will be noticeably higher. Before paying:
- Check the current PTA tax rate for the model you want on the official PTA website.
- Confirm the phone’s IMEI is PTA-registered or can be registered through the DIRBS portal.
- Ask the seller for a written warranty and avoid deals that look too good to be true, especially in the first weeks after launch.
FAQ
When was the iPhone 18 Pro released? Pre-orders started September 12, 2026, and retail sales began September 18, 2026.
How much is the iPhone 18 Pro Max? It starts at $1,299 in the US.
Is there a regular iPhone 18 this year? No. Apple only announced the Pro models at the September event. Reports point to the standard iPhone 18 arriving in 2027.
What chip does the iPhone 18 Pro use? The A20 Pro, built on a 2nm process.
Sources
- CNBC, Apple event coverage: https://www.cnbc.com/2026/09/09/apple-event-today-live-updates.html
- Yahoo Finance, Apple event live: https://finance.yahoo.com/markets/stocks/live/apple-event-live-iphone-duo-iphone-18-pro–watches-announced-122840434.html
- Techloy, everything Apple announced: https://www.techloy.com/everything-apple-announced-september-event/
- GCN, iPhone Duo and iPhone 18 Pro debut: https://gcn.com/apple-first-foldable-iphone-duo-debuts/21741/
- Apple Newsroom, leadership transition: https://www.apple.com/newsroom/2026/04/tim-cook-to-become-apple-executive-chairman-john-ternus-to-become-apple-ceo/
