Apple has opened preorders for the iPhone 18 Pro and 18 Pro Max, unveiled at the September 2026 'Sunrise and shine' event. These flagship models introduce the faster A20 Pro chip with upgraded AI processing power and enhanced camera features, offering new choices for US consumers looking to secure the latest devices ahead of Friday, September 18 release.
- A20 Pro processor boosts AI and GPU capabilities
- Preorders start at $1,199 (Pro) and $1,299 (Pro Max)
- Carrier deals include trade-ins and monthly credits
What happened
Apple has officially launched preorders for its latest flagship smartphones, the iPhone 18 Pro and iPhone 18 Pro Max, following their announcement at the company's September 2026 product event. The new models feature significant hardware improvements, including the A20 Pro processor that substantially enhances processing speed, graphics performance, and AI-related computation thanks to increased neural core counts.
Consumers in the US can now preorder these phones directly from Apple's website unlocked or through major carriers like Verizon, AT&T, and T-Mobile under various contract options. Pricing begins at $1,199 for the smaller 6.3-inch iPhone 18 Pro and $1,299 for the 6.9-inch Pro Max, with storage options up to 2TB, and new color finishes including deep black, silver, glacier, and burgundy.
Why it matters
The introduction of the A20 Pro processor signals Apple's commitment to integrating AI more deeply into its smartphone experience, improving everything from camera performance to app responsiveness. This hardware upgrade is poised to deliver noticeable benefits in AI-driven tasks and gaming, making the devices more appealing to power users and enthusiasts.
From a market perspective, the staggered availability of unlocked and carrier-locked models, combined with trade-in incentives and zero-percent financing plans, reflects Apple's and its partners’ strategies to maximize adoption. Offering substantial trade-in credits and monthly bill credits through carriers makes these premium devices more accessible despite their premium pricing tiers.
What to watch next
Attention will focus on how quickly Apple and its carriers can fulfill preorder demand, especially given the high interest in the new AI-enhanced features and large storage variants that command higher prices. Monitoring availability of unlocked models beyond Apple's direct sales will also reveal whether unlocked supply chains expand in the coming weeks.
Additionally, the redemption and uptake of carrier deals tied to trade-ins and billing credits will be important indicators of consumer willingness to commit to long-term contracts for premium phones. It will also be critical to observe user feedback on real-world performance of the A20 Pro processor’s AI enhancements and overall device experience after launch.