iPhone 18 Pro Starts at $1,199, Pro Max at $1,299

Apple unveiled the iPhone 18 Pro and iPhone 18 Pro Max at an event, stating their starting prices as $1,199 and $1,299 respectively, both with 256GB of storage as the baseline configuration. This price hike amounts to $100 more compared to the iPhone 17 Pro and Pro Max, aligning with predictions from Bloomberg's Mark Gurman prior to the announcement.

The jump in cost is less than analysts had forecasted earlier this summer. For the first time, both models provide a 2TB storage option, surpassing the earlier 1TB limit at an additional cost. Apple offers its Apple Upgrade program for these devices, beginning at $34.99 per month for a 24-month term, with the option to reduce the monthly fee for customers who trade in an eligible device.

Additionally, customers trading in an iPhone 14 or newer can receive up to $1,200 off their new purchase. These pricing adjustments follow numerous speculations about Apple raising iPhone prices more significantly this year, following a series of cost increases across various Apple product categories in 2026 due to the global memory shortage.