Apple today announced the iPhone 18 Pro and iPhone 18 Pro Max, with pricing starting at $1,199 for the Pro model and $1,299 for the Pro Max, both offering 256GB of storage as the base configuration.
The increases amount to $100 over the equivalent iPhone 17 Pro and Pro Max pricing, matching a prediction by Mark Gurman ahead of today’s event; the rise is smaller than many analysts had suggested over the summer.
iPhone 18 Pro pricing and storage
Both models now offer a 2TB storage option for the first time, sitting above the previous 1TB ceiling for an added cost.
Apple is also offering the iPhone 18 Pro and iPhone 18 Pro Max through its Apple Upgrade program, which starts at $34.99 a month over 24 months and can be reduced for customers who trade in an eligible device.
Separately, customers trading in an iPhone 14 or newer toward a new purchase can get up to $1,200 off.
The pricing comes after months of speculation that Apple would raise iPhone prices more steeply this year, following a broader run of cost increases across its Mac, iPad, and home product lines earlier in 2026 tied to the global memory shortage.
