Apple Raises iPhone 18 Pro Prices by $100
Apple Inc. (NASDAQ: AAPL) raised the entry price of its flagship iPhone line by $100, pricing the iPhone 18 Pro at $1,199 for 256GB and the iPhone 18 Pro Max at $1,299 for 256GB.
Both figures sit $100 above the equivalent iPhone 17 Pro models. Pre orders opened on 12 September and general availability began on 18 September.
The increase follows price rises Apple applied to Macs and iPads over the summer, which the company and analysts have linked to sharply higher memory and storage costs across the industry. Bank of America cut its Apple price target to $370 from $380 while keeping a Buy rating, citing margin pressure from higher memory and component costs.
The iPhone 18 Pro pairs the A20 Pro chip, described in event coverage as the first 2nm chip in a smartphone, with a variable aperture rear camera built on six laser cut blades and a new rotor mechanism.
Apple said battery life is the largest single generation increase it has shipped. The iPhone 18 Pro is rated for up to 34 hours of video playback, against 31 hours previously, and the Pro Max for up to 43 hours, against 37 hours. The Pro reaches 50% charge in about 15 minutes over cable with a 60W charger, or 30 minutes wirelessly with a 35W adapter.
The Pro Max sold in the United States is eSIM only, continuing Apple's removal of the physical SIM tray in selected markets.
New colour options include glacier and burgundy.
