Apple’s latest hardware lineup officially reached stores worldwide on September 18. iPhone 18 Pro and iPhone 18 Pro Max are now joined on shelves by Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5.
Pre-order customers have begun receiving their devices, while Apple Stores are handling pickup appointments, walk-in sales where stock is available, trade-ins, and setup help. If you missed pre-orders, store pickup may still be your quickest option, although availability will depend heavily on the model, colour, storage tier, and location.
- iPhone 18 Pro starts at $1,199, while iPhone 18 Pro Max starts at $1,299.
- Both phones are available with up to 2TB of storage.
- Same-day Apple Store pickup remains available in some locations.
- Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 also launched September 18.
The iPhone 18 Pro lineup is here
The iPhone 18 Pro and iPhone 18 Pro Max are Apple’s new flagship phones, powered by the A20 Pro chip and available in Burgundy, Glacier Blue, Silver, and Black. Both use an OLED Super Retina XDR display with ProMotion, a smaller Dynamic Island, and Apple’s 48MP Pro Fusion camera system.
The smaller iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. That is a $100 increase over last year’s starting prices. Both phones are available with up to 2TB of storage, which is the first time Apple has offered that capacity on the smaller Pro model.
The camera system also gets more manual control inside Apple’s Camera app, including shutter speed, white balance, a live histogram, and finer adjustments for Photographic Styles. It is a very Pro-focused update, which is fitting considering the price has joined the Pro category too.
Same-day pickup may still be the fastest route
Apple says customers can shop in person, online, or through the Apple Store app. In the United States, launch-day reporting showed online delivery estimates slipping to roughly three to four weeks for iPhone 18 Pro Max models, while iPhone 18 Pro models were generally showing two to three weeks.
That does not necessarily mean every Apple Store is sold out. Apple Store pickup may still be available in some areas, and customers can select a store, pickup date, and 15-minute collection window during checkout. Walk-in purchases are also possible at stores with remaining inventory, although reserved pickup customers will be prioritised.
Apple Watch and AirPods arrive alongside the new phones
Apple Watch Series 12 and Apple Watch Ultra 4 are also now available. Both introduce Apple’s new Health Sensing System, while Series 12 continues as the everyday Apple Watch option and Ultra 4 remains the bigger, more rugged model for outdoor use.
AirPods 5 complete the launch group. Apple’s newest standard earbuds bring Active Noise Cancellation to its open-ear AirPods lineup, alongside improvements to Transparency mode and Adaptive Audio.
Customers buying through Apple can trade in an eligible older device, review carrier and financing options, and get help moving their data through Apple’s Personal Setup service. That does not make the new lineup cheap, but it does make the actual purchase process a little less painful.