Apple began selling the iPhone 18 Pro and iPhone 18 Pro Max in the United States on September 18, 2026. The 256GB iPhone 18 Pro starts at $1,199, while the 256GB iPhone 18 Pro Max starts at $1,299. US preorders opened on September 12 at 5 a.m. Pacific Time.
The launch is the first retail step for Apple’s new Pro phones, not the arrival of the company’s foldable. Apple has scheduled the iPhone Duo for October 23, 2026.
Apple began selling the iPhone 18 Pro and Pro Max on September 18
Apple listed the iPhone 18 Pro and iPhone 18 Pro Max as available in the United States and selected markets from September 18. The US Apple Store offers both models with 256GB, 512GB, 1TB and 2TB of storage.
The launch brought customers to Apple Fifth Avenue in New York, where Apple CEO John Ternus welcomed buyers. Retail activity was also reported in Thailand, while early Indian launch indicators pointed to higher demand than the previous Pro line in selected cities. Those Indian figures were preliminary and geographically limited.
What changes between the iPhone 18 Pro and Pro Max
Both models use Apple’s A20 Pro chip, with a six-core CPU, a seven-core GPU and a dual 16-core Neural Engine. They also share the 48MP Fusion Main camera with variable aperture, a 48MP Ultra Wide camera, a 48MP Telephoto camera and an 18MP Center Stage front camera.
The practical differences are size, battery rating and price:
| Model | Display | Video playback | Maximum storage | US starting price |
| iPhone 18 Pro | 6.3-inch OLED, up to 120Hz | Up to 36 hours | 2TB | $1,199 for 256GB |
| iPhone 18 Pro Max | 6.9-inch OLED, up to 120Hz | Up to 45 hours | 2TB | $1,299 for 256GB |
Both phones come in Black, Silver, Glacier and Burgundy. In the US, Apple lists dual eSIM support and no physical SIM card for either model.
The variable-aperture camera is available on both Pro models
Apple lists a 48MP Fusion Main camera with variable aperture for both the iPhone 18 Pro and iPhone 18 Pro Max. The feature is therefore not limited to the larger Pro Max.
Variable aperture lets the camera adjust the opening used by the main lens. In practical terms, that gives the two Pro models more control over light and depth of field than a fixed-aperture setup. The other rear cameras are also listed at 48MP, giving both models the same stated rear-camera resolution lineup.
The launch produced different signals across markets
The clearest confirmed sales milestone came from the United States, where Apple’s retail availability began on September 18. In New York, buyers queued at Apple Fifth Avenue, and John Ternus appeared at the store during the launch.
Thailand also saw launch-day retail activity. Com7 executive Takorn Niyomthain said roughly 20% of buyers traded in another device, connecting part of the early demand to upgrade transactions.
In India, preliminary checks in five cities were associated with demand estimates 15% to 28% above the iPhone 17 Pro line. Retailers reported bookings 40% to 50% higher. Tarun Pathak of Counterpoint Research said early feedback was positive but required a longer observation period after the initial launch surge.
The iPhone Duo arrives on October 23
The iPhone Duo was not part of the September 18 retail launch. Apple scheduled availability for October 23, 2026, making it a separate event from the iPhone 18 Pro and iPhone 18 Pro Max rollout.
