Apple Inc.iPhone 18 Pro and Pro Max prices rose $100 to $1,199/$1,299 amid rising memory chip costs.

Apple unveiled its new smartphones, the iPhone 18 Pro and iPhone 18 Pro Max, at its annual product launch event on September 9, 2026, U.S. time. This time the standard iPhone 18 was not introduced, and reports suggest it may be pushed to 2027. The highlight of the iPhone 18 Pro series is its 48-megapixel Fusion Main camera system, which adds an adjustable aperture and professional-grade camera controls. Both models use the A20 Pro processor and a new-generation vapor chamber cooling system, and support artificial intelligence features through Apple Intelligence and Siri AI. Apple said the iPhone 18 Pro Max received a major battery improvement. As for U.S. pricing, the iPhone 18 Pro starts at $1,199 and the iPhone 18 Pro Max starts at $1,299, each up $100 from the previous generation, amid rising memory chip costs. For the Thai market, Apple will announce availability details, pricing, and official ordering channels at a later date, while some major markets began taking pre-orders on September 12, 2026, with sales starting on September 18, 2026.
Apple Inc.iPhone 18 Pro and Pro Max prices rose $100 to $1,199/$1,299 amid rising memory chip costs.