Apple Unveils iPhone 18 Pro, New Watch Series, and AirPods 5
Pre-orders open September 12 with major camera and AI upgrades
1Pre-order Details
Starting September 12 at 5 a.m. PT, customers can pre-order iPhone 18 Pro and Pro Max through apple.com or the Apple Store app. The devices will be available in stores worldwide from September 18, alongside new Apple Watch Series 12, Ultra 4, and AirPods 5. Mac mini and Mac Studio follow on September 22. Apple Specialists are available for personalized shopping assistance, including financing options and trade-in programs.
2Camera Breakthroughs
The iPhone 18 Pro lineup features a revolutionary 48MP Fusion Main camera with variable aperture, enabling unprecedented creative control. New Pro controls allow customization of Camera app settings, while upgraded Photographic Styles offer texture and grain adjustments. The system supports cinematic effects for 60fps videos and automatically adjusts for depth and lighting conditions, representing Apple's most advanced camera system to date.
3Performance Upgrades
Powered by the A20 Pro chip with next-gen vapor chamber cooling, the new iPhones deliver sustained peak performance. Updated battery designs leverage silicon efficiencies for significantly improved battery life, with Pro Max offering the largest battery life increase in iPhone history. These advancements support intensive AI workloads and next-generation Apple Intelligence features coming in iOS 27.
4AI and Siri Evolution
iPhone 18 Pro introduces the next generation of Apple Intelligence and a completely redesigned Siri AI. The system combines powerful AI capabilities with personal context understanding, functioning as a private, intelligent hub. Rolling out in beta with iOS 27, the new Siri features broader world knowledge and more conversational abilities while maintaining Apple's privacy-first approach to on-device processing.
5Trade-In Programs
Apple Trade In offers $175-$885 credit for iPhone 13 or newer models, applicable toward new purchases or monthly payments. Combined with carrier deals (up to $1,200 credit), this makes upgrading more affordable. iPhones retain value better than competitors, enhancing trade-in benefits. The program supports Apple Upgrade leasing, Apple Card installments, and carrier financing options.
6Flexible Payment Options
Apple Upgrade provides 12-36 month leasing options starting at $34.99/month for iPhones and $11.99/month for Watches. Apple Card Monthly Installments offer 0% APR financing with 3% Daily Cash back. Carrier deals through AT&T, T-Mobile, and Verizon provide up to $1,200 credit. All options can be managed directly through Apple with specialist support.
7Watch and AirPods Updates
Alongside iPhone 18 Pro, Apple launches Watch Series 12 and Ultra 4 with new health tracking features and durability improvements. AirPods 5 offer enhanced audio quality and noise cancellation. These products benefit from the same trade-in and financing programs, with Watch leasing starting at $11.99/month through Apple Upgrade.
8Retail Experience
Apple enhances in-store and online shopping with personalized Specialist support for device selection, financing, and AppleCare options. Customers can choose home delivery or local store pickup. Free Today at Apple sessions help users maximize their new devices. The integrated experience combines hardware, software, and services seamlessly.
9Market Positioning
The iPhone 18 Pro lineup continues Apple's premium smartphone strategy, emphasizing camera innovation and AI integration. With starting prices expected to remain at $999/$1099 for Pro/Pro Max, Apple maintains its position in the high-end market while offering more value through trade-ins and financing than competitors.
10Technical Specifications
Key specs include the A20 Pro chip with 6-core CPU/GPU, 8GB RAM, up to 1TB storage, and Ceramic Shield front cover. The 6.1"/6.7
Original article: Apple Newsroom — Apple Unveils iPhone 18 Pro, New Watch Series, and AirPods 5