Where to preorder the iPhone 18 Pro and Pro Max

The base price for the smallest storage option of the iPhone 18 Pro is unchanged from the previous generation.

Apple has officially opened preorders for the iPhone 18 Pro and iPhone 18 Pro Max. Announced at the September 2026 "Sunrise and shine" event, these new models feature the A20 Pro processor with enhanced GPU and AI capabilities, along with camera improvements. The phones will be available for purchase on September 18th. The iPhone 18 Pro starts at $1,199 for 256GB, and the Pro Max begins at $1,299 for 256GB, with the 2TB models topping out at $2,399 and $2,499 respectively. Both are offered in deep black, silver, glacier, and burgundy. Unlocked versions are exclusively available through Apple, with financing and trade-in options up to $885. Carrier-locked versions are available at retailers like Best Buy and Walmart, with specific deals from AT&T, T-Mobile, and Verizon. AT&T offers a free iPhone 18 Pro with trade-ins and specific plans, while T-Mobile has a similar "free phone" offer for new customers or number transfers. Verizon's Simplicity Pro plan includes a free iPhone 18 Pro with the option to upgrade after a year, though full credit requires three years of service.

Apple is continuing its strategy of tiered pricing and storage options, starting the iPhone 18 Pro at $1,199 for 256GB. This pricing structure, coupled with the option of carrier subsidies and trade-in programs, aims to make the latest flagship devices accessible to a wider range of consumers. The availability of financing through Apple and its upgrade program further supports this, reducing the upfront cost barrier for many.

The competitive landscape for smartphone deals is heating up, with AT&T, T-Mobile, and Verizon all vying for new and existing customers through aggressive iPhone 18 Pro promotions. These offers, which include "free" phones contingent on specific plans and long-term commitments, highlight the carriers' strategies to lock in subscribers. The substantial bill credits and upgrade options indicate a focus on customer retention and increasing average revenue per user.