Overview
- Apple unveiled the iPhone 18 Pro and 18 Pro Max at its Sept. 9 keynote and opened preorders for 12 September with a market launch on 18 September, followed by a staggered second wave on 25 September.
- The new Pro models start at €1,449 for the iPhone 18 Pro and €1,599 for the Pro Max, marking about a €150 increase from last year, and Apple has adjusted prices across its existing iPhone lineup.
- Apple described major hardware changes including a 48MP main camera with a variable aperture, an A20 Pro chip built on 2nm with claimed GPU and AI gains, and a second‑generation vapor chamber for higher sustained performance, all of which require independent testing to verify.
- Apple also introduced the foldable iPhone Duo in a passport‑style format with a starting price around €2,299, published developer guidance for iOS 27 on the Duo, and kept region‑specific SIM policies that retain physical nano‑SIM slots in many markets but push eSIM in some regions.
- Analysts and commentators gave mixed reactions—some see brand strength offsetting high prices while others warn the foldable may remain a niche—and Apple is offering financing and trade‑in programs to soften the higher cost for buyers.